Word: jacksonism
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...supposed to be the tour that brought Michael Jackson's magic back - and sure enough, when This Is It the movie opens Tuesday night with simultaneous premieres in 16 cities across the globe, the King of Pop will take the world stage once more. Only in Hollywood could the unfinished dream become celluloid reality, in part because only in Hollywood do they know how to sell it. "This is a testament not only to Jackson's worldwide appeal and the outpouring of grief around his death but also to the marketing of this movie, which has been straight...
...would play in theaters for a two-week run. Can't you just feel the sense of urgency? "It has event-ized this thing in a huge way," marvels an industry exec. The prospect of an end date lit a fire under the devoted and even the Jackson-ambivalent. Setting a deadline "creates a sense of scarcity for a major event that you have to see," says Harry Medved, a spokesman for the movie-ticketing website Fandango.com. "That's exciting for people." A marketing exec from a rival studio acknowledges the success but sniffs, "It's that old Vegas-concert...
...Advance Sales Sure, people were lined up with tickets in hand for Heath Ledger's posthumous turn in The Dark Knight, but Jackson has a more enthusiastic and far more universal fan base, now encouraged by the pressure of a deadline. Sony made a hard push for advance ticket sales over and above what most movies command, with the same thrust and hype that live-concert sales get. The result has been impressive: since the Sept. 27 on-sale date, there have been reports of 1,600 advance sellouts. "This is a movie that's tailormade for advance ticketing," says...
...Quick Turnaround "The Champagne loses its fizz the longer you wait," says Gaydos. "Sony wants to get this thing out while people are still talking about it, while it's still a phenomenon. It will only diminish." Although the frenzy over Jackson's death has abated, there was a clear mandate to honor - some might say tap into - the international outpouring of grief. "It's not about exploiting," Ortega says. "Every corner of this planet, people were reaching out saying, 'Show us something.' " Ortega was originally asked to edit the 120 hours of mixed rehearsal film for a release around...
...best way to raise awareness is not to run around shouting but to take action,” said Jackson S. Salovaara ’11, an EAC member who organized the weatherization effort. “Improving energy efficiency will be a big piece of combating global warming...