Word: potter
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...merchandisers seem to be asking. There are Flintstones vitamins and Rugrats toothpaste, so why not Harry Potter body wash? Sorcerer’s Stone ushers in a buying bonanza for consumers and a piñata of profit for marketers, spewing out Harry Potter action figures and overpriced jelly beans. In addition to the board games and Legos are two more films, the first of which goes into production on Nov. 19, three days—count them, three—after Sorcerer’s Stone comes out. By the time the next movie opens, the first deluge...
...surprise, surprise! Hollywood marketers are shrewd. Wary of tainting the (so far) starry-eyed image of Harry as innocent youth, unblemished by hype, Warner Bros. is exercising an extremely tight rein on movie marketing—choosing only Coca-Cola as their global licensing partner. Despite the preponderance of Potter products in (and being snatched from) stores, the studio has also shielded Radcliffe and his cohorts from press and paparazzi—the confidentiality surrounding the cast and crew of Sorcerer’s Stone puts Kubrick’s and Spielberg’s top-secret A.I. to shame...
...over-promoting the film in order to keep rabid fans salivating for the briefest pinch of Potter-news, Warner Brothers will maximize both profit and continued universal interest in the series. Diane Nelson, Warner Bros.’ senior vice president for family entertainment, points out in the New York Times: “We also asked [Coca-Cola] to include a philanthropic component; there’s this huge literacy program that’s part of the Coke campaign. We think this goes to the spirit of what is inherent in the Harry Potter brand. None of this...
...execs: It’s too late. The little wizard is already over-commercialized. Once directors and screenwriters and actors have lifted him from the books and projected him onto the glamor and glitz of the silver screen, no one will ever be able to separate Harry Potter from Daniel Radcliffe, and vice versa. Why ruin the imagination that Rowling seems to advocate so strongly? Once the movie studio makes a $120-million dollar blockbuster from an insanely popular children’s book, it has provided the public with enough franchise fodder to last another ten years or more...
Rowling herself has become something of a Danielle Steel of fantasy writing, judging by the way she churns out massive tomes of bathroom reading that are fawned on and labeled charming and original by critics and readers alike. Just how long will we feel the aftershocks of the Potter earthquake? Until Harry Potter and the Mid-Life Crisis hits bookstores? Let’s just say that the grand literacy cause and the integrity of her creations were low on Rowling’s priority list when she decided to make her character a brand name. The Harry Potter cash...