Lionsgate throwing kitchen sink of marketing at 'New in Town'

It's Bridget Jones moves to Fargo. It's Baby Boom without the baby. It's Legally Blonde meets Sweet Home Alabama. Huh?
  Lionsgate, a studio best known for its gory horror franchises like Saw and Hostel, is launching the Renée Zellweger romantic comedy New in Town today and trying, at the same time, to bust into the potentially lucrative chick-flick genre. To that end, the studio's marketing team has been throwing a boatload of movie clichés at the wall to see what sticks. "She's a fish out of water," says one TV trailer about the Miami exec who goes to Minnesota to hack and slash her company's factory personnel (recession humor!). Other previews show the Oscar-winning actress repeatedly falling on her face in the snow and running into doors. Wacky!
  It's an icy wasteland out there—and by that we mean first-quarter movie releases. And it's Super Bowl weekend. In other words, it just might work.

—Posted by T.L. Stanley