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Edition: U.S. Article Comments (0) Email Print Reprints Read Palin to make high-profile visit to Iowa 1:22am EDT Warren vows end to "tricks" with consumer agency | Video 10:57am EDT Director admits Joaquin Phoenix documentary a hoax 1:45am EDT Software Update Imbues iPad With Multitasking, Printing 16 Sep 2010 New web address hints at Putin return to Kremlin 8:07am EDT Shared "Borat" star to play Freddie Mercury in movie 16 Sep 2010 Samsung launches Galaxy tablet for U.S. market 16 Sep 2010 High-tech cow earrings mark new path for Brazil 3:53am EDT Make Clothes Out of a Can With Spray-On Fabric 16 Sep 2010 Massive fish kill 16 Sep 2010 Watched Soros: Gold "not safe" Wed, Sep 15 2010 The latest in world records Thu, Sep 16 2010 Tech giants beat forecasts Thu, Sep 16 2010 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. New York Fashion Week in Pictures New York Fashion Week Ralph Lauren Spring/Summer 2011 Isaac Mizrahi Spring 2011 3.1 Phillip Lim Spring/Summer 2011 Michael Kors Spring 2011 Live coverage: New York Fashion Week Sony hopes Facebook film befriends fans and Oscar Tweet This Share on LinkedIn Share on Facebook Related News MTV music awards more about hyping new movies Mon, Sep 13 2010 Embattled Weinsteins aim for royal rebound Mon, Sep 13 2010 Oscar hopefuls look to make splash in Toronto Fri, Sep 10 2010 Upcoming indie films full of doom and gloom Fri, Sep 10 2010 How Facebook got involved in human rights film Thu, Sep 9 2010 Analysis & Opinion What does 10 million Facebook fans mean? Related Topics Fashion » Entertainment » Film » Stars of the film ''The Social Network'' (L-R) Jesse Eisenberg, Andrew Garfield and Justin Timberlake present an award at the 2010 MTV Video Music Awards in Los Angeles, California September 12, 2010. Credit: Reuters/Mike Blake By Kim Masters Fri Sep 17, 2010 10:28am EDT LOS ANGELES (Hollywood Reporter) - Sony is starting to show the face of "The Social Network," the saga of the founding of Facebook and one of the most buzzed-about films of the season. The studio has started to screen it, beginning with a select list of friendly journalists. No surprise there. At the same time, it is positioning the film for Oscar. Along with reporters from fan sites, the guest list at screenings includes awards bloggers. Sony wants it all for director David Fincher's October 1 release: commercial results and artistic recognition. The studio declines to discuss the carefully orchestrated marketing campaign for the film, but clearly it's chasing the young audience, with spots on MTV emphasizing partying, bling and Justin Timberlake. For older audiences, it's being spun more as "Wall Street," with heavy reliance on quotes from positive reviews. "I think there is heat on the movie and it's going to work," said a distribution executive at a rival studio. Sony will need it to work commercially if it wants to be a contender in the awards race, according to one veteran consultant (who hasn't seen the film). Unlike a modest movie like "Hurt Locker," "Social Network" -- with its high-end pedigree and a budget of $40 million or more -- will need commercial traction to engage the Academy. "The sucker can't bomb," this campaigner said. "It's about Facebook -- about something that has permeated all levels of our culture. ... If it doesn't do business, it failed. It can't come out and tank when everyone knows there's an audience for it. There's nothing worse than promoting a film within the Academy that failed to do what it was supposed to do." So far, the early reviews on the movie fan sites are positive. Slashfilm raved. CHUD.com called it "absorbing and hilarious and smart." An executive at a rival studio said Sony is trying to create a snowball effect. "They're showing it to the hard-core geeks first supposedly because they're 'of the Internet,' " he said. "But to get these guys excited, you have to let them be the first to see it. That's all they want, sometimes. So they're all frothing, and when they show it at the New York Film Festival and other places to the older critics, they're going to have to jump on the bandwagon. They don't want to be perceived as uncool." The campaign consultant concurred: "They're trying to make it something you have to see -- it's hip and if you don't understand it, you're left out." Sony's biggest challenge, commercially, will be to draw in the increasingly important young female audience, which tends to be driven by word-of-mouth. Young women are big users of Facebook, in fact, but they may not be drawn so easily to the story of its founder's debauchery. So far, the ads on MTV appeal to young men; Sony still needs to reach the young ladies, possibly with ads on cable shows where they congregate. If in fact the studio manages to generate enough commercial success to give the movie traction with awards voters, the inevitable anti-"Social Network" campaigning will begin -- that the characters in the film are unpleasant, that there's no rooting interest, that watching rich miscreants is not appealing at a time of economic stress. As the campaign strategist put it, "Facebook is a thing that everyone who's on it loves, but the inventor is this dick." And the consultant adds that even positive buzz can turn into a problem. "I hate being in that position," he said. "I dread it. They can only go downhill from there unless it delivers on every level." But the consultant said the film may have an advantage -- perhaps counter-intuitively -- because even the many Academy members who will never see 40 again tend to be plugged into Facebook. Given that, he said, the issue comes down to the film's commercial prospects. "If it becomes a populist entertainment, they have a shot," he said. "If they come out and don't do business, good luck." Fashion Entertainment Film Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. 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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.

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