InfoAnda - Hipster factor poses challenges for movie marketers

Pakistanis angry over detentions in Times Sq. case
Monday, May 24, 2010
ISLAMABAD – Relatives of three men detained by Pakistan for alleged links to the suspect in the attempted Times Square bombing say the men are innocent.
They

Taiwan denies boycotting Australian film festival
Thursday, August 6, 2009

AFP - Thursday, August 6TAIPEI (AFP) - - Taiwan's Beijing-friendly government on Wednesday denied boycotting an Australian film festival amid a row over the e

Merkel's support dips, regional ally resigns International
Thursday, September 3, 2009

By Sarah Marsh and Noah Barkin

BERLIN (Reuters) - Chancellor Angela Merkel suffered a double blow on Thursday as a senior party ally in east German

Minister seeks closure of anti-Berlusconi websites
Wednesday, December 16, 2009
ROME (AFP) - – The Italian government moved Tuesday to close down Internet sites encouraging further violence against Prime Minister Silvio Berlusconi, who

Asian markets mixed after Wall Street rally
Wednesday, March 18, 2009

By ELAINE KURTENBACH,AP Business Writer AP - Wednesday, March 18SHANGHAI - Asia's stock market rally seemed to be running out of steam Wednesday, despite an

Chinese PM says world all 'in same boat' over economy | 2 February 2009
Doctors to amputate actress Zsa Zsa Gabor's leg | | 15 January 2011
S.Korean strike cripples cargo train service | 26 November 2009

UN chief 'condemns' Israeli settlement plan | 10 March 2010

Forum Views () Forum Replies ()

Read more with google mobile : Hipster factor poses challenges for movie marketers | Entertainment |

My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Entertainment > Article Home Business & Finance News U.S. Politics International Technology Entertainment Film Music People Television Arts Industry Sports Lifestyle Oddly Enough Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters Hipster factor poses challenges for movie marketers Thu Jul 2, 2009 1:48am EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Steven Zeitchik NEW YORK (Hollywood Reporter) - Batten down the hatches -- the hipsters are coming. Even as Hollywood studios increasingly aim at the broadest possible audience, a few companies are experimenting with the opposite approach in these summer months and beyond: They're making smart, quirky movies for a sophisticated young audience. The pics are trying to be the next "Garden State," a 2004 film that, like other hipster pics, can be generally defined as trafficking in moody music, casual style and characters who are disaffected. But to succeed, these films will need to compete in a more difficult market than "Garden State" did only five years ago -- and do even bigger business than that picture's $27 million. Perhaps the most prominent example of the form is Fox Searchlight's upcoming breakup comedy-drama "(500) Days of Summer," Marc Webb's subtle, funny and uncharacteristically guy-centric view of modern romance. The films opens July 17 in limited release. Starring Joseph Gordon-Leavitt as a reflective architect and Zooey Deschanel as his ethereal, sometimes unattainable love interest, the movie was one of the breakout hits at Sundance this year. It has all the makings of a summer counterprogramming hit, along the lines of "Little Miss Sunshine" three years ago. But even by the standards of Searchlight -- which with films like "Garden State" and "Juno" has elevated hipster marketing to an art form -- "Summer" is a tricky enterprise. 30-SECOND CHALLENGE Its most appealing aspects are moments of quirky, contextual comedy and its mood of melancholy -- not exactly the kind of stuff that plays well as you dig into your popcorn waiting for the feature to begin. "This movie is particularly challenging to put forward in a 30-second spot or even a two-minute trailer," says Fox Searchlight president Nancy Utley. The specialty division has thus staged a remarkably prolific screening campaign. Since its Sundance premiere, the movie has traveled to 28 festivals and played 215 word-of-mouth screenings. Searchlight also staged a six-city June 21 giveaway of food and other merchandise at retailers, watching as Twitter and Facebook fueled the events' popularity. Saturation isn't a concern; executives say that in a brand-driven marketplace, there's no such thing as too much attention. But the company also wants to be precise about who it gets attention from, and has devised a campaign that's either surgical or schizophrenic, or both. One TV spot, aired during "Family Guy" and "South Park," features a shower-sex comedy scene (which is not entirely reflective of the movie's tone) while another sticks to the quiet emotional aspects. On the publicity side, Deschanel is booked for the older-skewing "The Tonight Show." But the studio is being equally aggressive with promos in Suck magazine, at GenArt and at other indie venues. Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: "Transformers" looks unstoppable at box office Also on Reuters New York apartment sales down over 50 percent Slideshow Slideshow: Hollywood's highest paid actresses Caribbean states fight to ride out economic storm More Entertainment News Michael Jackson's will sets family trust, funeral sketchy | Video David Carradine died of asphyxiation: pathologist "Transformers" looks unstoppable at box office O'Neal leads mourners at Farrah Fawcett funeral | Video Kevin Jonas, of Jonas Brothers, engaged More Entertainment News... Editor's Choice Slideshow A selection of our best photos from the past 24 hours. Slideshow Most Popular on Reuters Articles Video Air New Zealand staff bare all to get flyers' attention UPDATE 1-Arianespace launches "largest commercial satellite" Pet python kills Florida toddler Honduras rulers reject world pressure to reverse coup | Video Millionaires' springtime optimism wilts: survey U.S. Marines launch major assault in Afghan valley NY City apartment sales down over 50 percent Kevin Jonas, of Jonas Brothers, engaged Michael Jackson's will sets family trust, funeral sketchy | Video California declares fiscal emergency over budget Most Popular Articles RSS Feed Video Testing the reset button Michael Jackson will revealed Jackson Will Deadline for Honduras looms Private Fawcett funeral held Afghanistan's war within Heatwave hits Europe Franken wins Minnesota Senate seat Jackson mourned at Neverland Woods prepares for British Open Most Popular Videos RSS Feed Special Coverage: Michael Jackson The King of Pop Full coverage of Michael Jackson's sudden death, with the latest news, videos, facts and timeline. Full Coverage We want to hear from you Join the Reuters Consumer Insight Panel and help us get to know you better Please take a moment to complete our survey Reuters.com: Help and Contact Us | Advertise With Us | Mobile | Newsletters | RSS | Labs | Archive | Site Index | Video Index Thomson Reuters Corporate: Copyright | Disclaimer | Privacy | Professional Products | Professional Products Support | About Thomson Reuters | Careers International Editions: Africa | Arabic | Argentina | Brazil | Canada | China | France | Germany | India | Italy | Japan | Latin America | Mexico | Russia | Spain | United Kingdom | United States Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

Other News on Thursday, 2 July 2009
Iraq death toll spikes as US troops leave cities
Iran says 20 killed in post-election turmoil
Iraq death toll spikes as US troops leave cities
Michael Jackson's Childhood Home May Be Moved To Another Location
Poland eyes Gulf investment hub role
Michael Jackson's Albums Dominates Billboard Charts
Pakistani troops clear Taliban stronghold in Swat | International |
Report: Iran's Ahmadinejad cancels Libya visit
Can't Catch The Vibe; Hip-Hop/R&B Magazine Closes Doors
Mexican gangs target outspoken priests in drug war | International |
US private sector 'cut 473,000 jobs in June'
Michael Jackson's Home Reportedly Found With Extremely Dangerous Drug
Ethiopia dismisses Somali threat, violence flares | International |
Britain's Great Train Robber is refused parole | International |
Diana Ross Was Michael Jackson's Second Choice To Act As Guardian For Kids
Recession Causes TV Guide To Cancel Emmy Party
Last Known Michael Jackson Will To Be Filed Wednesday
Antonio Banderas And Melanie Griffith Loses Battle Over Spanish Summer House
Michael Jackson Tribute Show Likely To Feature Family
Sweden kicks off EU presidency in institutional fog
Farrah Fawcett Mourned By 200 Friends And Family Members At Private Funeral
UN chief says climate pact must be finalized
UN probe into slaying of Bhutto begins
China Web controversy highlights public role
Poll: Pakistanis view Taliban as threat to country
WFP says funding shortfall for NKorea food aid
State-by-state list of obesity rates, rankings
At least 4 die in anti-India protest in Kashmir
Mississippi's still fattest but Alabama closing in
NASA: Space shuttle fueling test looks successful
Japan's embattled PM Aso names two new ministers
LG says considering additional LCD line | Technology |
NJ man on 15th drunken-driving offense: I'm guilty
Thailand, Australia report new swine flu deaths
Washington state farmers sue to stop feedlot plan
U.S. gov't to release $4 billion soon for broadband | Technology |
Japan leader carries out minor Cabinet reshuffle
The Nation's weather
Enraged elephant stomps 3 Thai workers to death
Obama to hold another health care town hall
Americans not explicit when defining what sex is
Panel set to rule on Quecreek Mine fines
Shinsei, Aozora announce plan to merge
Nomura to buy NikkoCiti Trust from Citigroup
South Korea's June trade surplus hits record
WRAPUP 1-S.Korean exports, housing prices extend recovery
Airbus kicks off construction on new China plant
Sony struggling as Walkman hits 30th anniversary
Japan's Shinsei and Aozora Banks agree to merge
Actor Karl Malden dies at 97 | Entertainment |
World Bank lends $50 mln to Pakistan for irrigation
Is Twitter the news outlet for the 21st century?
Digital images of all Rembrandt's work on show
'Best job' Brit lands on Australian paradise island
Fashion designer crashes car into Calif. store
Fans gather for Apollo Theater's Jackson memorial
Mousavi urges Iran vote re-run, backs rights group
US-TECH Summary
U.S. Marines launch major assault in Afghan valley | International |
Battle for EU president post commences
Schwarzenegger declares emergency in California
Amnesty says Israel "wantonly" destroyed Gaza
China paper says Web filter only a matter of time
Young survivor of Comoros crash heading to Paris
2010 species pledge set to fail: conservationists
Saddam's weapons bluff aimed at Iran: FBI reports | International |
Disney's "Little Mermaid" Broadway Musical To Close
US auto sales appear to stabilize
Honduras rulers reject world pressure to reverse coup | International |
Iraq far behind in mine clearance
Sirius XM CEO gets pay hike
Actor Karl Malden Dies At Age 97
Sweden kicks off EU presidency in institutional fog
France's Sarkozy laments 'totally inhuman' job
Gizmodo, Engadget founder launches new gadget site
Oscar-winning actor Karl Malden dies at 97
June is deadliest month for Iraqis this year
Bomb kills Iraqi soldier and wounds 10 in Baghdad | International |
YouTube doubles video file size to 2G
Iran reformists show fresh defiance against regime
Iran hangs six for murder, two spared: report | International |
Jackson Neverland funeral ruled out as will surfaces
Fledgling website hopes to open journalism to all
North Korea seen readying missiles | International |
WTO cuts trade forecast, sees rising protectionism
Iraq: Key figures since the war began
Gannett cutting 1,400 jobs at local papers
China paper says Web filter only a matter of time | International |
Iraq death toll spikes as US troops leave cities
Barak links settlement freeze to regional peace drive | International |
Barak links settlement freeze to regional peace drive
Mexican police find 14 bodies in drug war grave | International |
$4 billion to be released soon for broadband
Sweden kicks off EU presidency in institutional fog
Microsoft posts modest search gains with Bing
Iraqi Cabinet approves BP's offer on Rumaila
Robots face off on football pitch, in kitchen at RoboCup 2009
Calif. Rep. Waxman hospitalized after fainting
Iraqi politicians of all stripes laud U.S. pullout
Declining Aboriginal conditions 'unacceptable': Rudd
NKorea likely to fire short-range missiles: report
Raising doubts over Hong Kong's feng shui 'masters'
China paper says Web filter only a matter of time | Technology |
North Korea seen readying missiles
MySpace, Web servers not liable for assaults: court | Technology |
US senators urge Vietnam to release dissident priest
Sirius XM CEO gets pay hike | Technology |
Inamoto hopes for another football World Cup chance
U.S. North Korea sanctions team to visit Malaysia
Obama to meet China's Hu at Group of Eight summit
Fledgling website hopes to open journalism to all | Technology |
Major military operation under way in Afghanistan
Utah bar crawl to mark end of liquor restrictions
Hussey century rallies Australia against Lions
Correction: Billy Mays obituary
Japan's Uehara out two months with elbow tendon tear
White House: Niger's actions worrisome
Reputed mob boss pleads guilty in Mass. bribe case
US Marines storm south in major Afghan offensive
Inouye's office inquired about bank's aid request
Pakistani c.bank to sell T-bills in 2-day repo
NZ commodity export prices rise in June
Two Koreas hold new talks on fate of joint project
Oscar winning actor Karl Malden dies at 97
CORRECTED
Jolie, Aniston are Hollywood top-earning actresses
New Zealand venture defers plan to import LNG
S.Korea Q3 retailer sentiment at 6-qtr high-survey
Planned S.Korea Q2 FDI increase highest in over a year
Taiwan dollar at 3-wk high on US, China data
S.Korea T-bonds mixed after strong rally
Air New Zealand staff bare all to get flyers' attention
Napoleon died of kidney failure: Danish doctor
Michael Jackson's will sets family trust, funeral sketchy | Entertainment |
Nigerians from diaspora heading home to work
David Carradine died of asphyxiation: pathologist | Entertainment |
David Carradine died of asphyxiation
Hipster factor poses challenges for movie marketers | Entertainment |
Transformers looks unstoppable at box office | Entertainment |
Oscar winning actor Karl Malden dies at 97
Neverland could rival Graceland as tour attraction
O'Neal leads mourners at Farrah Fawcett funeral | Entertainment |
Fans, news media flock to Jackson's Neverland
Kevin Jonas, of Jonas Brothers, engaged | Entertainment |
Plan to bury Michael Jackson at Neverland fizzles
Oscar winning actor Karl Malden dies at 97 | Entertainment |
Kevin Jonas, of Jonas Brothers, engaged
Anti-terrorist show Wanted to bow in July | Entertainment |
Wilco (the article): Chicago band revels in rock
Jolie, Aniston are Hollywood top-earning actresses | Entertainment |
Jolie, Aniston are Hollywood top-earning actresses
Neverland could rival Graceland as tour attraction | Entertainment |
US Marines storm south in major Afghan offensive
Italy rail inferno: death toll reaches 18
North Korea ups tension with short-range missiles | International |
Amnesty accuses Israel of using human shields in Gaza
ECB keeps key interest steady at record 1.0%
Israel rejects total settlement freeze
Deflation hovers over ECB meeting in Luxembourg
Doomed Air France plane was not destroyed in flight | International |
Somalia, Iraq most dangerous for minorities: NGO
Iran hardliners urge legal action against Mousavi | International |
India court overturns ban on gay sex | International |
Comoros crash survivor reunites with father | International |
Amnesty says Israel wantonly destroyed Gaza | International |
The Palestinian class of 2009, in their own words | International |
Khmer Rouge child survivor weeps for mother
Kiwi airline bares all for safety
Top Australia firefighter criticised over wildfires
Indian court rules gay sex legal
Taser, pepper spray used as Texas pastor arrested
Gamer steals from virtual world to pay real debts | Technology |
UN chief Ban warned over risky Myanmar visit
June jobless rate seen rising to 9.6 percent
US officials meet with China on NKorea sanctions
Staten Island Ferry boat's hard docking injures 15
China says Web censor plan to proceed: report
MySpace, Web servers not liable for assaults: court | Technology |
Jay Leno wins cybersquatting case | Technology |
Japan may deploy troops near disputed islands
Federal agents to join probe into Jackson's death
Web advertisers propose self-regulation principles | Technology |
Japan students rush for English-language education
Arms dealer gets 25 years in NYC terror case
UN's Ban to meet Suu Kyi party members: spokesman
Fame, fortune for Web tutors in education-crazy South Korea | Technology |
Intel-Nokia tie takes few years to succeed: Barrett | Technology |
Guantanamo detainee seeks `black sites' access
Cops zap pastor protesting traffic stop at church
Key Senate Democrats trim cost of health care bill
Taiwan dollar off 3-week high on c.bank moves
China may allow foreign firms to list: govt
Malaysian foreign investment plummets in 2009
China's violin industry aims high
Sri Lanka raises fuel prices by 11 percent
Seoul shares end flat on earnings caution; Hynix jumps
Indian court rules gay sex legal
China wants diversified global monetary system: govt
Lebanon's struggling fishermen angling for a catch
Christian Slater closes in on role in ABC series
"Transformers" looks unstoppable at box office
Celebrity birthdays for the week of July 5-11
Oscar-winning actor Karl Malden dead at 97
UK comedy actress Mollie Sugden dies at 86 | Entertainment |
Jolie, Aniston are Hollywood's top-earning actresses | Entertainment |
Greece at new risk of being pushed off euro
Bodies of missing Tenn. mom, Jo Ann Bain, and daughter found
Female Breasts Are Bigger Than Ever
AMD Trinity Accelerated Processing Units Now in Volume Production
The Avengers (2012 film), made the second biggest opening- and single-day gross of all-time
AMD to Start Production of piledriver
Ivy Bridge Quad-Core, Four-Thread Desktop CPUs
Islamists Protest Lady Gaga's Concert in Indonesia
Japan Successfully Broadcasts an 8K Signal Over the Air
ECB boosts loans to 1 trillion Euro to stop credit crunch
Egypt : Mohammed Morsi won with 52 percent
What do you call 100,000 Frenchmen with their hands up
AMD Launches AMD Embedded R-Series APU Platform
Fed Should not Ignore Emerging Market Crisis
Fed casts shadow over India, emerging markets
Why are Chinese tourists so rude? A few insights

USD EUR - 1 year graph	VPN on MacOSX	BlogMeter 1.01