In anticipation of the release of The Twilight Saga: New Moon, Time Out Chicago’s Hank Sartin and Time Out New York’s Joshua Rothkopf will be exchanging emails discussing and debating the cultural phenomenon that is Twilight. Today, they talk about marketing.
To: Joshua Rothkopf
From: Hank Sartin
Josh,
I think I reached the official Twilight media saturation point the other day when I saw a rather breathlessly excited news story on the coming release of the Jacob Black doll (shirtless, natch) from Mattel. But I have to give credit to the publicity department at Summit Entertainment; they’ve played the media like a violin. Looking back on the past year, the strategy seems to have been give a little at a time, and don’t let your clients out to too many media outlets at once. A well-placed rumor about Kristen Stewart and Robert Pattinson having a romance is worth far more than ten talk show gigs. No hosting Saturday Night Live (imagine Pattinson trying to be funny, or Stewart valiantly putting up with some SNL mocking of her fame…). No Twilight Happy Meals—the tie-ins and merchandising have been carefully chosen.
And the drip-drip-drip leaks of images and footage has been timed to perfection. Just when interest seemed to have flagged in April, Summit started making the trailers available online, one by one, and sent Stewart and Pattinson to the talk shows. That might seem weird—scheduling them to chat up a movie that wasn’t coming out for months, but Summit knew that all they had to do was fan the flames for a while. The soundtrack was released this fall, long before the release, once again drawing attention to the movie. And they worked social media, keeping buzz alive on MySpace, Facebook, Twitter, YouTube, iTunes. Pure gold.
I’m not suggesting that the frenzy doesn’t have a strong basis in real fans out in the world; based on the angry responses I’ve been getting for criticizing Twilight, people care and care deeply. But their passion has been fueled by a smart campaign from people who know about the idea of the slow build.
But now, in the last week, I wonder if it’s getting too omnipresent. The only thing saving us is Sarah Palin, whose book release has taken some of the media oxygen away from Twilight. Otherwise, it would be All Twilight All the Time on the morning shows, Entertainment Tonight and in the glossies. So, once again find myself in the strange position of thanking Sarah Palin (the first time, of course, was when she helped scuttle McCain’s campaign by being such a nutjob). Weird world, huh?
Cynically yours,
Hank
New York’s response after the jump
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