Mel Gibson's PASSION Breaks Hollywood's 10 Commandments
March 21st, 2004
As "The Passion of the Christ" approaches North American box office records, Mel Gibson is reaping the benefits of breaking "Hollywood's Ten Commandments" of movie marketing and distribution.
Gibson has orchestrated a success story that could serve as a case study for film schools for years to come. "Passion" could end up somewhere around $1.5 - $2 billion worldwide, which would send it past the $1.8 billion haul of all-time champ "Titanic."
In breaking or bending so many of Hollywood's basic rules, Gibson showed considerable courage that's paid off big-time. Given reports of how distributors around town turned down the chance to release "Passion," it's clear that nobody -- including Gibson himself -- saw this as being the moneymaker it's become.
Here's a quick look at the Ten Commandments Gibson opted not to obey and how not doing so helped turn "Passion" into a blockbuster.
1. THOU SHALT USE OTHER PEOPLE'S MONEY TO FINANCE YOUR MOVIE.
2. THOU SHALT LET A GOOD FILM SPEAK FOR ITSELF BY SCREENING IT EARLY FOR THE MEDIA.
3. THOU SHALT KEEP NETWORK TELEVISION ADVERTISING AT THE HEART OF A FILM'S MARKETING CAMPAIGN.
4. THOU SHALT HOLD PRESS JUNKETS BECAUSE THEY'RE THE BEST WAY TO GENERATE PUBLICITY.
5. THOU SHALT HONOR THY SUPERSTARS BY PAYING THEM BIG BUCKS TO GENERATE BIG OPENING WEEKEND TICKET SALES.
6. THOU SHALT AVOID R RATINGS, SUBTITLES, STRANGE LANGUAGES, BLOOD & GORE AND GRAPHIC VIOLENCE BECAUSE THEY LIMIT A FILM'S AUDIENCE.
7. THOU SHALT SCREEN YOUR FILM AT FESTIVALS TO ATTRACT A STRONG INDEPENDENT DISTRIBUTOR.
8. THOU SHALT RELY ON A PLATFORM RELEASE IN NEW YORK AND L.A. TO GET WORD OF MOUTH GOING.
9. THOU SHALT COVET PROMOTIONAL PARTNERS IN FAST FOOD, FASHION, COSMETICS, TOYS AND VIDEO GAMES BECAUSE THEY ADD BIG DOLLARS TO YOUR MARKETING CAMPAIGN AND GENERATE AWARENESS FOR YOUR FILM.
10. THOU SHALT CONTROL YOUR DESTINY AS A FILMMAKER BY WORSHIPPING THE GOLDEN IDOLS OF WALL STREET TO RAISE MONEY FOR YOUR OWN MAJOR STUDIO.
(Source: AP, Hollywood Reporter)
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