New Line remarkets Bardem-starrer Cholera
By Susanne Ault -- Video Business, 2/29/2008
April, 4 2008
Hell's Kitchen Season 1
I didn't see this show, but my husband and I recently got addicted to Kitchen Nightmares, featuring ...
More
DISC DISH
March, 7 2008
Burn Notice: Season One DVD
It has been a kinda slow week for announcements, but I have some stuff that're embargoed until ...
More
BETWEEN THE LINES
March, 6 2008
All flows from theatrical
MPAA, setting the stage for this week’s ShoWest convention of theater operators in Las Vegas, ...
More
DISC DISH
March, 4 2008
There Will Be Blood DETAILS
Ok, so we told you already that There Will Be Blood will be released on April 8 on DVD but not on ei...
More
» VIEW ALL BLOGS
Kyla Pratt takes a break from interviews in promotion of Fox’s DVD premiere sequel Dr. Dolittle 4: Tail to the Chief.
To promote its 101 Dalmatians: Platinum Edition DVD, Disney turned Route 101 in Los Angeles into the ‘101 Dalmations Freeway,’ as 101 spotted cars drove on the highway to spcaLA’s Animal Village in Long Beach, Calif., on March 2.
The Business of Being Born producer Ricki Lake recently visited New Line’s office in Los Angeles. The documentary will be released on DVD May 6.
» VIEW ALL GALLERIES
» VIEW FEATURED GALLERY
FEB. 29 | Love in the Time of Cholera is getting a second chance to click with audiences, courtesy of leading man Javier Bardem.
When Love debuted theatrically, New Line Cinema emphasized its source novel by Gabriel García Márquez. Following a lukewarm $4.6 million U.S. box-office gross, however, New Line Home Entertainment has switched packaging and marketing materials for the March 18 DVD release to spotlight Bardem, who won an Oscar for his supporting turn in Best Picture winner No Country for Old Men.
Bardem’s “name was catching on throughout the whole awards season, from the Golden Globes on. He’s top of mind and his picture is everywhere. And with the Oscar win, that will help awareness of [Love] even more,” said Laura Abele, senior VP of marketing.
“The theatrical release featured a more conceptual look with a female body and a rose,” said Abele. “But the DVD marketing had to be more direct. We wanted to bring out the star power.”
Additionally, New Line is widening its consumer target to all women. The theatrical Love was primarily geared to a smaller arthouse niche.
“Advertising will be national, and there will also be some outreach to the Hispanic audience,” said Abele. “We are targeting broader than the theatrical [version].”
Ideally, New Line wants Love to follow the sales pattern of The Notebook. Likewise a novel-based property, The Notebook was somewhat of a sleeper theatrically but became a hit on DVD on the strength of its charismatic stars Ryan Gosling and Rachel McAdams.
