Disney tries a new mouse trap.(World)(Brief article)

Six months in advance of the theatrical release of its 3D remake of the classic Dickens story A Christmas Carol, Disney is rolling out an unusual U.S. grassroots marketing campaign consisting of a train tour of 40 cities to promote the film. "This is actually the first movie I've been involved with that did a grassroots campaign like this," the film's director, Robert Zemeckis, told USA Today. "The way the face of the industry is changing, mass marketing isn't going to be enough."

Indeed, U.S. studios are pouring more and more resources into creating large-scale, non-traditional promotional initiatives to woo increasingly hard-to-reach consumers. Paramount threw a series of underground parties featuring green-painted go-go dancers in cities across the globe to tout Star Trek, while Fox had towns across the U.S. competing for the chance to host the X-Men Origins. Wolverine premiere.

Print Get the Mag Weekly Updates