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Article: Change is good.(New Line Cinema Corp. launched marketing campaign for the DVD of "Snakes On a Plane")
- Article from:
- Video Business
- Article date:
- October 2, 2006
- Author:
CopyrightCOPYRIGHT 2006 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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By Samantha Clark
So much for online buzz. After the much-hyped Snakes On a Plane brought in a disappointing $33 million in theaters, New Line is reworking its marketing campaign for the DVD. "We are going to go out with a focused message that this is a great action thriller," New Line executive VP of marketing Matt Lasorsa told VB . "There was so much theatrical awareness, but there might have been confusion as to whether this was a comedy or horror film or what."
Snakes will writhe into stores on Jan. 2 (prebook Nov. 28; DVD $28.98) backed by a $4 million to $5 million spend in broadcast ads touting the action scenes, and the box will include a slip ...