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Weinstein teams with Disney/ABC for ‘Nine’ attack

Posted by Guy Lodge · 10:01 am · November 11th, 2009

Penelope Cruz in NineHarvey Weinstein’s publicity campaign for “Nine” was never going to be a subtle affair, was it?

Variety reports that The Weinstein Company has turned to Disney/ABC Unlimited for a cross-platform promotional pact that will see the Oscar-baiting musical saturating ABC’s programming, from “Dancing With the Stars” to daytime soap operas:

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.

Meanwhile, throughout the month of December, “Nine” will be written into episodes of “All My Children,” “One Life to Live” and “General Hospital.”

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.”

Further measures include a “Nine”-themed microsite on ABC.com, and integrating the film into the channel’s late-night programming.

I find it telling that the Weinsteins are taking such an aggressively populist approach to marketing a film that, for the most part, leans on the highbrow side of Hollywood product. Yes, it’s starry. But it’s also a stage-derived takeoff of a Fellini film, with a revered but arthouse-oriented actor in the lead. As such, the film doesn’t exactly sell itself to the masses. With a $90 million budget at stake, this promotional pact suggests Weinstein is aware of that.

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→ 11 Comments Tags: , , , | Filed in: Daily

11 responses so far

  • 1 11-11-2009 at 10:19 am

    snowballa said...

    no one makes sure their movies choke academy awards members like the weinstein bros.

  • 2 11-11-2009 at 10:25 am

    DHE said...

    Maybe they will follow Avatar’s lead and create a trailer skewing toward a younger audience. “You know… for the kids!”

  • 3 11-11-2009 at 10:28 am

    Encore Entertainment said...

    Guy, and be HONEST, what is your opinion on this?

    Personally I don’t see milking the audience as begging for the Oscar…and I think it’s wise in a way. As has been said before, Yeston’s music is not as cultish as say Ebb&Kander [Chicago] or especially Sondheim [Sweeney Todd]. So in terms of popularity, it’ll need help. And though N. Kidman is popular, she’s had some misses box office wise, and Dench, Cotillard, Day Lewis are phenomenal but don’t ensure a big opening day either.

    On that note, I HATE THE FACT THAT I HAVE TO WATCH EFFING DANCING WITH THE STARS….or maybe I won’t…

  • 4 11-11-2009 at 10:31 am

    DHE said...

    I must have skipped over this…

    “Meanwhile, throughout the month of December, “Nine” will be written into episodes of “All My Children,” “One Life to Live” and “General Hospital.””

    BARF!

  • 5 11-11-2009 at 10:36 am

    Adriano said...

    Penélope is tomorrow on Jay Leno by the way

  • 6 11-11-2009 at 10:40 am

    Guy Lodge said...

    Encore: Not quite sure what you’re asking me. And I’m always honest.

  • 7 11-11-2009 at 10:51 am

    Encore Entertainment said...

    Do you think its shameless mongering, or do you think it’s wise publicity. It’s a thin line, but…

  • 8 11-11-2009 at 10:51 am

    M.Harris said...

    There’s obviously no better time to run a trailer for this movie than the American Music Awards.This film along with “Invictus” and “The Lovely Bones” are the unseen wild cards this year.It will be interesting to see how they pan out.

    Sort of reminds me of last year when we were waiting on “Milk” “Revolutionary Road” and “Benjamin Button.”

  • 9 11-11-2009 at 10:57 am

    Guy Lodge said...

    Encore: It’s both! I don’t see anything wrong with trying to market it to a broader audience, particularly with so much cash to recoup. (Yeah, writing it into the soaps is pretty tacky, but easy to ignore if you don’t watch them.)

  • 10 11-11-2009 at 12:12 pm

    moviefan said...

    I want to see this movie but I do resent being bombarded and Harvey’s not the only one guilty of this. Luckily for me, I watch no soaps or the Dancing shows so should be able to avoid most of it.

    Most times I know the minute I hear about a movie, whether I want to see it or not (like Crazy Heart, last summer, for instance) and seeing the first trailer is joyful, but I hate overhype.

  • 11 11-11-2009 at 11:03 pm

    Glenn said...

    I find it interesting that nobody is mentioning how The Weinsteins are getting in bed again with Disney. This is all very familiar.