Some movies are entitled to do well


When they met last year with executives at New Line Cinema, marketing consultants Seth Lockhart and Jamil Barrie pitched their 10 favorite alternative titles for "Pride and Glory," a police drama starring Edward Norton and Colin Farrell. Then they passed around a report with dozens of others that didn't make their cut.

"One of Our Own" caught the eye of Russell Schwartz, New Line's marketing chief at the time, who asked, "What's wrong with this one?"

That's when Lockhart, who hated "One of Our Own" because it sounded to him like a tag line, gave a kick under the table to Barrie -- who thought it perfectly suited the tale of cops betrayed by a corrupt colleague. When even the partners who call their consulting firm TitleDoctors disagree, it's clear the business of naming movies can be tricky.

(LA Times)

Film Business, Hollywood

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