Word: searchlights
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...Some studios initially underestimated the diversity of the Latin market. "We talk about the Latino community as a monolith," says Nancy Utley, chief operating officer of Fox Searchlight. "But it's people from all different countries who've been here for all different lengths of time and some are English dominant and some are Spanish dominant...
...addition to advertising in the Hispanic media, Fox Searchlight launched a grass roots marketing campaign. The company partnered with Jarritos, a Mexican soda drink, to host 55 screenings in 11 cities, hit more than 20 film festivals and gave out 30,000 phone cards with the film on them, telling audiences that if they liked the movie, call someone and tell them about it. They also screened the film for the Congressional Hispanic caucus, Hispanic church leader Sam Rodriguez and some service workers' unions...
...Searchlight launched the film in limited theatrical release in May with a 16-city bus tour. Screening the movie for local press and closing with live Swell Season performances, the tour built on the goodwill the film had established with critics at the Sundance Film Festival in January...
...Related Articles Ocean's Thirteen: Dead in the Water Persepolis Finds Love in the Afternoon A Scary, Superb Orphanage Blue Skies and Blueberry Nights Rethinking the Art of Subtitles Sicko is Socko Three Twisty Delights Archive All-TIME 100 Movies "We discussed with the studio [Fox Searchlight] how to make the movie more entertaining for English-speaking audiences," says director Timur Bekmambetov of the first in his three-part epic trilogy. "We thought of the subtitles as another character in the film, another way to tell the story." Times have certainly changed since the frustrating days of unreliable, white...
...producers). Iwo Jima slipped into the Dreamgirls slot. Only The Departed is an old-fashioned studio movie. Iwo Jima, released by Warner Bros., was made for a miniaturized $15 million. The other three entries were sponsored by the art-house subsidiaries of major companies: Paramount Vantage for Babel, Fox Searchlight for Sunshine, Disney's (not the Weinstein brothers') Miramax for The Queen. This verifies the trend last year, when four of the films nominated for Best Picture were "indies...