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Fox Adds Saturday Sneak Peeks of Knight & Day to Build Buzz

by Alex Billington
June 18, 2010
Source: Company Town

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?

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Related categories: Hype, Movie News, Opinions

Craig

I can't speak for everyone else, but I myself am very much looking forward to this movie. And this is coming with someone with a deep-seeded hatred of Cameron Diaz. But I've been very impressed by the trailers so far.
Eli

I like Cruise, Diaz is cool. Am i looking foward to this? No.
Nate

I will see this for basically one reason: James Mangold. 3:10 To Yuma was a brilliant film, and continues to be one of my all time favs. With a director like that behind the plate, all I really need is blind trust. The trailers did a terrible job at selling it, and it's unfortunate that "Killers" came out around the same time. Anybody else looking forward to another movie by James Mangold?
Q

Tom Cruise, James Mangold.. Hell yea!
ana

are you kidding me? ill be there!!
Ronster

This thing has a big budget, big names, and a long successful premise. If it is looking to come in as a bomb given tht no one being polled has seen it yet and it appears to be the most advertised movie of the summer then either the premise is played out or the actors are living on past glory. I read recently that Cruise's favorable rating with the public now stands at 30 some percent....that could be the culprit. Still could be a good movie nonetheless....think I'll wait for the serious reviews and decid whether it's a later weekend or Netflix viewing or a "good luck Tom but no thanks."
dex

I agree with Craig, the trailers have been very convincing I'm gonna see this.
http://movies.iconocritic.com peloquin

Wichita was one of the best scripts on the Black List so I've been looking forward to this for a long time.