It may not be the only time a cycle of the moon has been used as a marketing hook, but it might become one of the most memorable. Summit Entertainment, the upstart young studio behind the wildly popular Twilight franchise, is holding free outdoor screenings of the first two movies in the series this Saturday, coinciding with the lunar eclipse. Great way to build up goodwill for the third movie, fortuitously titled Eclipse (after the best-selling book), which opens June 30. The Summit-backed screenings of Twilight and New Moon will take place in a dozen markets, including Seattle, San Diego, Dallas and Philadelphia. Partner Moviefone will stream some of the festivities online (hint: there will be special guests). AMC Theaters, also taking advantage of the rabid fan base, is offering a $30 ticket for a Twilight triple feature, with all three movies shown back to back to back, starting the evening of June 29. Eclipse will screen at midnight. (Tchotchkes are involved). But wait, there's more Twilight news: The studio announced this week that Breaking Dawn, the final book in the series, will be split into two movies. For fans, this is all good. For haters, you just need to appreciate it for the tidal wave it is. And for marketers, watch and learn.
—Posted by T.L. Stanley