The art of marketing the art film


Eight weeks into the movie awards season, the half-year regarded here as show-prep for the Oscars, Hollywood is already littered with smoking ruins.  While Malibu was burning last weekend, Ben Affleck and Miramax Films watched “Gone Baby Gone” do the same.

The crime drama opened sixth at the box office with $5.5 million in domestic ticket sales and little promise of much more to come. Three spots back, behind the umpteenth rerelease of Tim Burton’s “The Nightmare Before Christmas,” Reese Witherspoon and New Line Cinema did even worse with “Rendition.” This heavily promoted political drama took in just over $4 million. 

(Source: New York Times)

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