Dancing with the Stars finally rounds up some actual stars. Variety reports on a synergistic pact between The Weinstein Co, and one of Disney/ABC’s most popular programs:
In its largest promotion to date, Disney/ABC Unlimited — the sales group that handles Disney’s cross-platform media deals — has sealed a megapact with Weinstein that will embed content about “Nine” on a wide variety of shows, including ABC’s “Dancing with the Stars.” Under the arrangement, a themed dance number on the Nov. 17 episode of “Stars” will be set to the “Nine” song “Be Italian.” Dancers will also wear outfits from the movie…
Also, on Nov. 22, a two-minute “Nine” trailer will run simultaneously “road-block” style on Lifetime, ABC Family, SoapNet, A&E and Bio. That same night, the trailer is set to run on ABC during the “American Music Awards.”
“We thought that the ABC Unlimited Group, with their multi-platform offerings, delivered the best demo that we were trying to find outside just the 30-second TV spot,” said Francois Martin, senior vice president of marketing at the Weinstein Co. “Environmentally, it’s a great fit.”
But wait, there’s more:
The customized campaign also includes a microsite on ABC.com devoted to the release of the movie, including a sweepstakes, streaming of the movie trailer and a half-hour “Making of ‘Nine’” special. Deal also extends to late night, where “Nine” will be integrated via a taped segment. ABC’s owned TV stations will also be involved, as well as ABC’s Times Square supersign.
“Look at the breadth of who we reach,” said Disney/ABC Unlimited senior VP Dan Longest. “We can reach any demo multiple times through any given day.”
This sounds like nine kinds of genius to me. Take a high-concept Tony-award-winning Broadway musical based on one of the greatest touchstone films in arthouse cinema history, and introduce it to a mass audience on their own comfortable home turf. In one fell swoop this removes the whiff of snottiness from the source material, and in the bargain if it manages to gloss up some otherwise tawdry evenings spent in front of the tube — all the better. This is exhibitionism in the best sense. When big name publicity machines stalk and flash me, I want to see something substantial under that raincoat. If the Nine package didn’t promise to make our eyes pop, it’s not likely TWC would be flaunting it from every vantage point.
18 Responses for "Weinstein Co & Disney/ABC poised to go the whole Nine yards"
my favourite bit -
Meanwhile, throughout the month of December, “Nine” will be written into episodes of “All My Children,” “One Life to Live” and “General Hospital.”
Maybe we’ll get some tappa-tappa-tappa from James Franco on GH.
Wow, they’re really whoring it out there…
I still want to see the movie though. I hope it’s good and lives up to the hype.
http://www.traileraddict.com/trailer/date-night/trailer
Date Night trailer out.
Admirable marketing effort by the studio that didn`t have Transformers 2 to pay the campaign bill. Just sayin`.
It sounds genius and yet from the campaign so far I sense that it’s all going to be in the packaging. Like when the movie comes out it’s going to be nothing but fluff.
Grrr, it’s all a method for making money. Even by being nominated for awards, it’s all part of it’s marketing ploy. And so the Hollywood machine continues to turn…
This plan isn’t jiving with the Avatar plan previously posted by SS:
“One of the best things about Avatar now are the low expectations involved. Heading into the Oscar race, that is, for the most part, where you want to be. This seems to only apply to big Hollywood movies”
I’m thinking they’re both crap.
Well I hope this helps instead of turning Nine into TRASH. BTW, I don’t think there’s anything “snotty” about Nine.
Nine will be huge. Also btw there will be a special video from Nine on Et today at 7:30 pm! Also Ryan why didn’t you post the new pics from Nine I sent?
i thought part of the release date change and lack of a new trailer or poster or updates on the official site or lack of new photos (until recently) was a way of downplaying their front-runner best picture status. thought they would let the critics ‘discover’ the movie first and sell it to us as an entertaining yet serious film. thought it was going to be a deeper movie like 8 1/2 with some mass appeal thanks to its stars and recent fondness of musicals by the public. guess not. looks like they want to sell the hell out of it. are they anticipating a backlash from critics?
hope not. still my must see movie. I’ll be their Christmas day or maybe camp out in front of the theater the night before like a star wars geek. Yes, i have serious NINEritis. hope its good. hope my fears are wrong.
“BTW, I don’t think there’s anything “snotty” about Nine.”
I should have said “perceived snottiness” daveylow. I agree, there’s nothing intrinsically elite about Broadway or Fellini, but Nine’s pedigree is unmistakably sophisticated.
But here’s the thing, the more I think about it, anybody who’s aware of that pedigree will appreciate the sophistication. And those who aren’t familiar with Nine’s origins couldn’t probably care less. They can enjoy the film on its own terms without turning the experience into an essay in comparative literature (as I assure you, many snotty critics will try to do.)
Thanks helping me realign my attitude about the general audience though.
I missed seeing your link, Kay. Thanks. Will post those now.
this is good.
a huge campaign to bolster
a Daniel Day Lewis movie.
whoda thought?
where were they for THE CRUCIBLE?
Does anyone know of Kate Hudson’s role? I’m intrigued.
Kate Hudson.net:
IMDb says Guido’s producer Lillian le Fleur hires to Stephanie “to keep the director artistically in line. She is an opinionated film critic for Vogue magazine.”
She might serve some of same narrative role in Nine as the film critic Carini in 8 1/2.
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The 60 second rehearsal/montage trailer aired during Project Runway last night. It seemed pretty ballsy, since it has no dialogue and tells you essentially nothing about the plot and such. Even knowing a bit about the musical and movie, though, I was entranced by the end of it (diva overload!). I think it’s definitely the kind of thing that might have people scratching their heads for the first 20 seconds or so but rushing to find out more when its over.
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