The third “Narnia” fantasy film, which 20th Century Fox is scheduled to open Friday, aims to get the mystical family franchise back to profitability, after the second installment under-performed. The “Narnia” series, which its producers hope will keep going like the seven title “Harry Potter” film franchise at Warner Bros., is an example of how marketing considerations shape … [Read more...] about ‘Narnia’ Revamps Marketing Focus
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‘Cowboys & Aliens’ Trailer Dilemma
The trailer for “Cowboys & Aliens” presents a genre-bending film that I found riveting but a New York Times article today examines the marketing challenge to position the film correctly. The movie is a serious and edgy sci-fi yarn about hostile aliens invading the old west of the 1800s, That pushes the normally antagonist earthly cowboys and Indians to unite, and comedy … [Read more...] about ‘Cowboys & Aliens’ Trailer Dilemma
Easy-to-market Horror Films Proliferate
Hollywood rolls out horror films starting in early September to cash in on the Halloween holiday and “this year’s ghoulish conga line is particularly crowded,” notes an article in “The Hollywood Reporter.” “A few movies, like Universal’s “Devil,” with a domestic gross of $32.4 million, posted modest returns, while others, such as Paramount Vantage’s “Case 39” ($12.7 million) … [Read more...] about Easy-to-market Horror Films Proliferate
Raunchy Marketing Launches ‘Machete’
Hollywood bad-girl Lindsay Lohan licks the barrel of a big handgun in the poster for “Machete,” which is the raunchy actioner that 20th Century Fox is scheduled to release Sept 3. The film is not yet rated. UK newspaper the “Daily Mail’s” website says that the film is “ultra violent” and Lohan “plays April Benz, an avenging socialite with a penchant for guns. In one scene, … [Read more...] about Raunchy Marketing Launches ‘Machete’
‘Transmedia’ Credit for Cross-Platform Role
A quasi-marketing function is getting some respect at the Producer Guild of America! The PGA just approved a screen credit for “Transmedia Producer.” “As technology evolves, it’s no longer adequate to think of a project as simply a television show or a movie,” PGA President Marshall Herskovitz says in a press release announcing the new screen credit. “We now understand … [Read more...] about ‘Transmedia’ Credit for Cross-Platform Role
Age-restricted ‘Kick-Ass’ Trailer Leaks
Independent film distributors tend to push the decency envelope and a “New York Times” articles says that’s just what’s happening with Lions Gate Films’ audience-restricted trailer for R-rated “Kick-Ass.” “A trailer for the forthcoming film ‘Kick-Ass’ that depicts (a 11-year-old girl character named Hit Girl) wielding a gun and using highly, highly profane … [Read more...] about Age-restricted ‘Kick-Ass’ Trailer Leaks
Faith Audience Propels ‘Blind Side’
Family-audience “The Blind Side” achieved a rare feat of ranking #1 at the box office in its third week of release, helped by a massive specialty marketing campaign targeting the faith audience. Warner Bros. Pictures hired marketing agency Grace Hill Media to promote the film to consumers that actively pursue religious worship and an "Advertising Age" article by Andrew Hampp … [Read more...] about Faith Audience Propels ‘Blind Side’
Black Actors Erased from ‘Couples’
You have no idea of the hazards of being a film marketer! First studio brass and the stars blame you when their films flop. Now, there’s escalating media chatter suggesting that the removal of a black couple from the poster for the international version of “Couples Retreat” might be a racist move. You be the judge, but altering international posters is fairly routine (see … [Read more...] about Black Actors Erased from ‘Couples’
Movies Based on Toys Multiply
Hollywood is being swept by a fascination with toys as source material for movies, as movies based on toys soar at the box office and star vehicles hit a rough patch in 2009. A “Wall Street Journal” article is a delicious combination of funny and serious about this film development and movie marketing trend. “Toys now are receiving the same A-list treatment that any … [Read more...] about Movies Based on Toys Multiply
Stealth Change In Trailer Ratings?
The eagle-eyed “Movie Mom” spotted a subtle posted policy change in movie industry placement of trailers in relation to youth audiences. Movie Mom Nell Minow notes that promotional trailers now say they are approved for “appropriate audiences” whereas before the phrase was “all audiences”. Clearly, the new language gives theaters (and websites streaming trailers) more … [Read more...] about Stealth Change In Trailer Ratings?