Summit to host 'Twilight' parties during Saturday's lunar eclipse

Posted on Thu Jun 24 2010

Twilight-moon

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

'Twilight' provokes love and hate in equal (lucrative) measure

Posted on Wed Apr 28 2010

Bryce-dallas-howard-1

In case anyone needed more proof of the power of the Twilight franchise (did you?), there's a survey out today from Fandango that found that Bryce Dallas Howard is the "most anticipated villain" of the summer blockbuster season. She is? Yes, says 31 percent of the vote. The actress (and Ron Howard offspring) plays the revenge-minded vampire Victoria in the upcoming Eclipse, the third movie in The Twilight Saga. What's most surprising is that Howard edged out Mickey Rourke, who plays the mayhem-minded Whiplash in Iron Man 2. (He has a Whopper named after him—doesn't that count for something? Just 29 percent, that's all. Geez, the guy's an Oscar nominee!) Other villains to look forward to, according to the poll, are Sam Rockwell (also Iron Man 2), Val Kilmer (MacGruber) and Eric Roberts (The Expendables). On the flip side, Robert Downey Jr. leads the pack of "most anticipated summer movie heroes" with 35 percent of the vote, followed by Angelina Jolie in the action thriller Salt, Russell Crowe in Robin Hood and Jaden Smith in The Karate Kid. The "summer" season at the box office launches May 7.

—Posted by T.L. Stanley

Wal-Mart in a teenage-girl-like frenzy over 'Twilight' retail deal

Posted on Tue Feb 17 2009

Twilight copy

Wal-Mart, prepare for a fang-girl onslaught.
  The retailer has sealed a deal with Summit Entertainment to be the home of all things Twilight: the upcoming DVD, the posters of dreamy vamp Robert Pattinson, the goth-inspired jewelry and clothes, the best-selling teen-targeted book series and other tchotchkes. Wal-Mart plans dedicated Twilight stores-within-stores, and has set up a Web site to take pre-orders on the DVD (check out the countdown clock ticking down to March 21) and let fans chat and see behind-the-scenes footage of the film.
  Stephenie Meyer's four Twilight books have collectively sold more than 40 million copies. The movie was a sleeper hit last fall for new Hollywood mini-studio Summit. Its $70 million opening weekend was the highest ever recorded for a female director (Catherine Hardwicke), and the regular-girl-falls-for-smoking-hot-vampire tale has collected a staggering $357 million worldwide. A sequel, based on the second book, New Moon, will hit multiplexes in the fall. In the meantime, Wal-Mart stands to benefit from all that hormone-charged energy. It has to go somewhere.

—Posted by T.L. Stanley


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