Marketing a war film? Skip the battles

Reese Witherspoon in Rendition

For New Line, one of the biggest challenges in marketing "Rendition," which stars Reese Witherspoon as a young American mother whose Egyptian-born husband mysteriously disappears, has been differentiating the film from other recent movies set against the backdrop of the Middle East. 

The studio has been insistent on one point: The movie is not about the Iraq War. 

Trailers, TV spots and posters have tried to position the Gavin Hood-directed film opening today as an engaging thriller that features an all-star cast that also includes Jake Gyllenhaal, Meryl Streep and Alan Arkin.  The goal is to convince moviegoers that the film stands apart from a recent string of war-related films that have been a disappointment at the boxoffice and that it is worth seeing despite its difficult subject matter.

In "Rendition," Witherspoon's character discovers that her husband, who disappears on a flight home from South Africa, was secretly flown to a prison overseas where he is tortured under a controversial U.S. anti-terror policy called rendition. 

(Source: The Hollywood Reporter)


Film Business, Hollywood, New Movies


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