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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...

Author: /time Magazine | Title: Marketing This Is It: How Sony Created a Global Event | 10/27/2009 | See Source »

...sniffs, "It's that old Vegas-concert, Disney-movie hypo-o-meter trick." The exec adds, "If sales go well and there's demand, then they suddenly find a way to extend the engagement." So, yes, there may be more "It" to This Is It. (See TIME's complete Michael Jackson coverage...

Author: /time Magazine | Title: Marketing This Is It: How Sony Created a Global Event | 10/27/2009 | See Source »

...audience exists beyond the first weekend's rush of fans. "There are a lot of unknowns," admits director-choreographer Kenny Ortega. "There's been a quick response by the diehards, the people who cannot miss the film. But it's not for sure if there's anyone beyond Michael's fan base who will make up an audience for something like this." (Read a Q&A with Kenny Ortega...

Author: /time Magazine | Title: Marketing This Is It: How Sony Created a Global Event | 10/27/2009 | See Source »

...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 Jackson's birthday in August. He declined, and the mutual decision was for an October release. (See the top 10 Michael Jackson songs...

Author: /time Magazine | Title: Marketing This Is It: How Sony Created a Global Event | 10/27/2009 | See Source »

...what a lot of people are seeing," 
Jodie Emery, the editor of Cannabis Culture magazine, told the 
Toronto Star. If that's the biggest complaint the Vancouver Olympics 
generate, the organizers will have notched a huge victory. Nevertheless,
 it's probably best that they keep Michael Phelps a pool's length away from
 that thing at all times...

Author: /time Magazine | Title: The Olympic-Torch Relay | 10/26/2009 | See Source »

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