While in-theater appearances are not new, in the past they were largely considered part of a film's awards campaign. Now, they are seen by distributors with limited marketing resources as a way to connect with consumers and gin up revenue
Fox Searchlight scored a coup when it secured the Cinerama Dome in Los Angeles for the limited release opening of Taika Waititi'sBut the Adolf Hitler satire was bumped from the Dome for part of its Oct. 18-20 debut weekend.
While these in-theater appearances are not new, in the past they were largely considered part of a film's awards campaign, designed to woo guild and Academy voters in L.A. and New York. Now they are seen by distributors with limited marketing resources as a way to connect with consumers and gin up revenue.
"You have to do it, no matter how big of a talent you are,” says Neon chief Tom Quinn, who is releasing. He's a pioneer of the practice and has been staging Q&As for more than a decade in various jobs. “It has so much added value, and you can’t buy the amount of social media that comes with it. Talent shouldn’t be reserved for the industry; whether guild or Academy screenings, CinemaCon or ComicCon,” Quinn says.in 2016 thanks in part to director Bong Joon-ho appearances at the ArcLight Hollywood.was demoted from the Dome the following weekend, Waititi was mingling with the masses at the Regal Union Square in NYC, another prime destination for cinephiles. The Landmark in West L.A.
"These shows sell out immediately," says Ted Mundorff, the outgoing president of Landmark Theatres, the country's largest independent cinema chain. "It's as powerful a marketing tool as it gets, even rivaling trailers."has drawn mixed reviews but has a charistmatic filmmaker like Waititi. The film successfully expanded into 55 theaters over the Oct. 25-27 weekend, finishing Sunday with a tidy 10-day total of $1.5 million.
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