Powered by i.TV
October 26, 2014

'Nine' Ad Campaign to Invade ABC Shows

by David Ciminelli, posted Nov 12th 2009 1:00PM
Although its all-superstar cast practically guarantees that the film adaptation of the musical 'Nine' will be at the top of most moviegoers' Christmas list, the Weinstein Co. has developed a ground-breaking marketing plan that goes far beyond the reach of television and includes some help from Disney.

Due in wide release on December 25, 'Nine' will have canvassed most of modern technology two weeks beforehand, infiltrating every media platform from prime-time TV to smart phones with a cross-format campaign beginning on November 17 with a stint on 'Dancing with the Stars.'Although its all-superstar cast practically guarantees that the film adaptation of the musical 'Nine' will be at the top of most moviegoers' Christmas list, the Weinstein Co. has developed a ground-breaking marketing plan that goes far beyond the reach of television and includes some help from Disney.

Due in wide release on December 25, 'Nine' will have canvassed most of modern technology two weeks beforehand, infiltrating every media platform from prime-time TV to smart phones with a cross-format campaign beginning on November 17 with a stint on 'Dancing with the Stars.'

With its mega-promotion, the Weinstein Co., according to Variety, is hoping to tap the monumental success of the original Broadway production of 'Nine,' which debuted in 1982 and nabbed five Tony Awards, including 'Best Musical,' for its tawdry tale of a famous movie director whose mid-life crises sparks a series of illicit professional and personal affairs. Based on Federico Fellini's autobiographical film '81/2' and starring Daniel Day-Lewis, Nicole Kidman, Penelope Cruz, Kate Hudson, the steamy storyline has enough heat to spark interest across a variety of audiences, which makes it perfect for daytime TV, which is part of the marketing campaign's key focus.

Audiences will get their first taste of the 'Nine' campaign on Nov. 17, when Disney affiliate ABC's 'Dancing With the Stars' features the musical number 'Be Italian,' performed by dancers in some of designer Colleen Atwood's ('Sweeney Todd; The Demon Barber of Fleet Street') costumes from the film. The promotional juggernaut continues with spots written into TV's top soaps, pulling into Port Charles on 'General Hospital,' shaking up Erica Kane's life on 'All My Children,' and 'One Life to Live, where the always supportive Carlotta is sure to welcome her musical theater friends.

On November 22, the 'Nine' campaign steps it up a notch by virtually taking over the airwaves of ABC Family, Lifetime, SoapNet, A&E and Bio for a simultaneous showing of its extended 'Nine' trailer, which will also be featured on the 'American Music Awards,' which is a perfect fit for one of 'Nine''s other top talents, pop superstar Fergie.

Directed by Rob Marshall, who helmed 2002's hit stage-to-screen adaptation of the musical 'Chicago,' 'Nine' has a wide enough appeal to add sizzle to virtually any prime-time series. The sexy singing and dancing chanteuses can certainly show the kids from 'Glee' a thing or two about how to put on a show, while Fergie's saucy 'Be Italian' number has enough spice to give the ladies of Wisteria Lane some fierce competition. And Nicole Kidman, Fergie and Penelope Cruz could easily take the reign of queens of the urban jungle from Courteney Cox on 'Cougar Town.'

These prospective prime-time pairings may seem a bit unconventional, but then again, being unconventional has proved successful for the dynamic pairing of Weinstein Co. and Disney in the past, helping create unlikely hits with 'The Nanny Diaries' and 'The Mist.' However, with modern technology growing quicker than H1N1, the 'Nine' campaign is the biggest gamble the two studios have ever taken.

Add a Comment

*0 / 3000 Character Maximum

Follow Us

From Our Partners