Fox Adds Saturday Sneak Peeks of Knight & Day to Build Buzz
What are you plans tomorrow night at around 7:30? 20th Century Fox has added sneak peek screenings in 494 theaters nationwide this Saturday night at around 7 o'clock for the upcoming Tom Cruise and Cameron Diaz action comedy Knight & Day (watch the trailer). LA Times blog Company Town says that they made the decision to add the sneaks because they're worried that it "could flop, [so] the studio is making a last attempt to get moviegoers excited about Knight and Day by showing it to them early." Interesting strategy, but then again, my theater was nearly sold out (but I got a ticket!) so maybe people are excited to see this?
The Times says Knight & Day is "suffering from a largely ineffective marketing and publicity campaign." I don't know, I thought everyone was pretty excited to see it, but I guess not? In response to the bad buzz, Fox has been putting out new TV spots with positive quotes and launching marketing like this interactive video game movie trailer. Now they're trying to build real buzz in the best of ways - by showing people the movie. Apparently its been getting good results in test screenings, but we'll all find out for ourselves tomorrow. The sneak preview screenings are all regular price. Get your tickets from either site: MovieTickets or Fandango.
Fox's hope is that Knight & Day will perform better internationally than domestically, but if it doesn't make at least $250 million overseas, "it will be a blow to Fox." Ouch. Fox production president Emma Watts says, "We aren't exactly where we hoped we would be. But it's a great film. This is the kind of film that needs to be discovered, and I think it will be." Let's hope so, that is, if you want it to succeed. Cruise's own fame and star power is resting on this movie as well, as most had thought this was going to be Cruise's return to glory after laying low for the last few years, but maybe this won't be it. Well, I'll be seeing it tomorrow. Anyone else?