After film “Cocktail” starring Tom Cruise test screened before release, studio executives and talent were puzzled that audience felt it saw two films … and didn’t like the second one. The initial two-thirds of the 1998 movie were well-received as a light-hearted, young-adult romantic romp. Cruise is an appealing, fun-loving bartender starring in his next film after his “Top … [Read more...] about Recalling War Stories From Test Screenings
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‘Barbie’ Film Toys With Long-Lead Publicity
The Barbie doll from the Mattel toy company needs little introduction, though surprisingly basked in a tsunami of publicity for a theatrical film that just wrapped production for Warner Bros. Pictures. That the "Barbie "movie generated a spate of publicity in recent weeks is perplexing because it’s not scheduled for theatrical premiere until July 21, 2023. An article in the … [Read more...] about ‘Barbie’ Film Toys With Long-Lead Publicity
‘Lord of Rings’ Merchandise Bonanza
A Swedish video game company has bought film/TV and merchandising rights to the “Lord of the Rings” franchise for a large though undisclosed sum, as movie-related intellectual property has exploded in value since “Star Wars” in 1977. The rights package covers all the works of the late R.R. Tolkien’s fantasy-world literary works including the “The Hobbit.” The purchase price … [Read more...] about ‘Lord of Rings’ Merchandise Bonanza
Wall Street Bullish on Cinema
Wall Street is always a forward indicator — its job is to anticipate — and the cinema recovery gets a thumbs up from stock analysts. Giant brokerage Morgan Stanley issued an upbeat report on Cinemark Holdings, which is the third ranked U.S. movie-theater chain, and that optimism is broadly spreading that cinema will not only survive but thrive. The praise is significant … [Read more...] about Wall Street Bullish on Cinema
‘Nope’ Reaches for the Skyy Vodka
Universal Pictures set up an expansive tie-in promotion with Skyy vodka for off-beat horror film “Nope” that includes out-of-home marketing, whipping up interest on social media, a sweepstakes and experiential activations. The R-rated “Nope” is scheduled for “in theaters only” domestic premiere July 22. Its R-rating limits promotional partners since voluntary audience … [Read more...] about ‘Nope’ Reaches for the Skyy Vodka
A Hollywood Life ‘Flirting With Fame’
After decades as a Hollywood press agent, Dan Harary finds publicity an unpredictable art and he also observes a changing nature of “celebrity.” In his memoir book “Flirting With Fame,” Harary recounts doing publicity for a behind-the-scenes special effects craft worker Bob Short connected to a strange horror/comedy film with uncertain prospects. Surprisingly, Short generate … [Read more...] about A Hollywood Life ‘Flirting With Fame’
Making Cinema Screens Interactive
Startup MetaMedia has emerged as a leader for cinemas tapping into streaming technology for non-theatrical programs, interactive on-screen content and movies themselves. Non-theatrical content includes red-carpet events, special fan events, teleconferences for corporate clients and educational presentations using cyberspace's the cloud technology. Plus, Metamedia is … [Read more...] about Making Cinema Screens Interactive
New Streaming Deals Upend Status Quo
Release windows for theatrical and video-on-demand in the streaming age are unsettled, suddenly experiencing significant upheaval across the globe. An animated Disney film skips theatrical in France (see accompanying “Strange World” image) to go straight to Disney+ streaming. And a separate Apple TV+ deal for a Brad Pitt movie reportedly incorporates an unprecedented … [Read more...] about New Streaming Deals Upend Status Quo
Cinemark Nabs 1 Mil Loyalty Members
The third-ranked movie theater circuit just reached 1 million accounts for its main loyalty program, a first for any exhibitor-based offer. The customer lists that such loyalty programs generate are potent tools for use in direct marketing to moviegoers. Launched in December 2017, Cinemark Movie Club now has 3,000 members for each of Cinemark 321 theater locations in the … [Read more...] about Cinemark Nabs 1 Mil Loyalty Members
Film Campaigns Pivot on Datapoints
Hollywood marketers are awash in consumer activity data in real time from cyberspace that sometimes point to a need to pivot, according to last week’s Variety Marketing Visionary Awards Presented by Spotify. Hollywood movie marketers have a full plan at the get-go, but the mindset is to be alert to implementing mid-course corrections as well as planned late-stage new … [Read more...] about Film Campaigns Pivot on Datapoints