World's most potty-mouthed 11-year-old stars in 'Kick-Ass' trailer

Posted on Fri Feb 26 2010


It used to be the foulest-mouth kids around were the fourth graders on South Park. No more. Now we have 11-year-old Hit Girl, one of the stars of the upcoming indie movie Kick-Ass, and she's causing quite a dustup with her salty language in the movie's red-band trailer. (She's knows the C-word, people, and she's not afraid to use it.) The promo, dubbed too-hot-for-TV-and-theaters, has become quite the viral phenom, even though it's supposed to be available only to those over 17. Because, of course, nothing on the Internet ever spreads past its target demo, and no one knows how to get around those age barriers. And no studio would ever sell an R-rated flick to the young 'uns, right, Lionsgate? Naughty, naughty. One of the few remaining indie distributors in Hollywood, Lionsgate is the brilliant marketing machine behind the Saw and Hostel franchises. For Kick-Ass, it's succeeded in creating and stoking months' worth of buzz for a violent, low-budget film that's a hybrid of teen coming-of-age, black comedy, action, crime and a few other genres tossed in for good measure. Kick-Ass, based on the comic from fan favorite Mark Millar and starring Nicolas Cage, Christopher Mintz-Plasse and Chloe "Hit Girl" Moretz, opens April 16. Leave the children at home.

—Posted by T.L. Stanley

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

Posted on Fri Jan 30 2009

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

The marketers at Lionsgate aren't above a little toilet humor

Posted on Tue Jan 20 2009


Lionsgate's marketing crew are a fairly motivated bunch. If you believe a New Yorker profile this month of the studio's co-presidents of marketing, Tim "The Cobra" Palen and Sarah Greenberg, they will even veto a director's wishes to get butts in seats, as long as a producer is on board.
  While marketing the movie W. back in October, Greenberg wanted to run an ad featuring Josh Brolin as George W. Bush sitting on the toilet in the Rodin "Thinker" pose. Tad Friend writes:

[Oliver] Stone vetoed it: he was concerned that Palen's materials made his film seem giddy and trifling. "Josh on the toilet, that one I didn't go for," the director told me.

"I sympathize," Palen told me. "Oliver Stone has the President taking a shit—how disrespectful. But from the marketing perspective we needed some teeth. Moritz Borman"—one of the film's producers—"told me, 'I don't want to know about "Sitting President," and if Oliver finds out and yells, I'm going to yell at you, too. But you have to do it.' " So Palen did. And Stone didn't find out.

The article says Stone later called Greenberg to thank her for her work in marketing W. generally. The toilet ad didn't get a huge amount of publicity and only ran on a few political blogs, but still, the effort was sneaky in a way that is reminiscent of a certain outgoing administration. Talk about strategery.

—Posted by Todd Wasserman



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