Entertainment Today: The Marketing of ‘Scandal’ Films

Scandal surrounding a movie’s opening does not really draw audiences to the film. For example, Waitress did not have a bigger or smaller audience because of the death of the director/actress, than it would have if there was no scandal attached to the film’s opening. The film happened to be a tight, sweet film that would have been a breakout film for the new director, had she not been murdered. Jersey Girl didn’t tank because it’s stars were coupling. Jersey Girl tanked because it was dumb and not very entertaining or believable. Mr. & Mrs. Smith did not do well because of the stars’ romance on set. Mr. & Mrs. Smith did well because it’s a remake that is a proven, successful movie, and Brad and Angie did what they always do — they cleaned up at the box office. Darjeeling Limited will not do great business not because of Owen Wilson’s attempted suicide problems. It will not do well because it’s small and quirky in it’s story and Wilson is not the star that John Heder, Will Farrell or Brad Pitt are. 

That said, there is more publicity to be gained when scandal surrounds an art opening, whether it’s Britney’s new song/album release or a movie opening. The more times a film’s name or a record’s artist is mentioned in the news, is free advertising, and no publicity is bad pbulicity whle some publicity is good publicity. 

If only Halle Berry had a film opening soon…or does she?