The document discusses the Tomato Topper Award, which honors marketing campaigns that were successful in drawing audiences to a film despite receiving poor reviews from critics. The award is presented by Rotten Tomatoes and the winner is determined based on movie posters, websites, trailers, and opening weekend box office numbers. The document announces that Kevin Smith will present the inaugural Tomato Topper Award at the Key Art Awards ceremony, and congratulates this year's winner and their marketing team for overcoming negative reviews.
College Call Girls New Alipore - For 7001035870 Cheap & Best with original Ph...
Marketing Overcomes Critics
1. END RESULT
TOP OF THE CROP
A NEW
PHOTO: GETTY IMAGES
AWARD
HONORS
MARKETING
CAMPAIGNS
THAT
OVERCAME
THE ODDS
— AND THE
CRITICS.
hat movie should we see tonight? for the 2007 summer season, this year looks — chosen from among those ranked the
It’s a question millions of people to be even more lucrative thanks in lowest by the critics in 2006 — stood out in
ask themselves every weekend. large part to the hard work of the movie its efforts to draw audiences to the ever-
Informing their decisions are friends, marketing community. important opening weekend. (Remakes,
critics, entertainment news outlets — The Key Art Awards were created 37 years sequels, major star vehicles and other
and the latest and greatest marketing ago to honor the best in movie and home movies with established audiences were
campaign. video marketing. This year, we inaugurate excluded.)
Posters, trailers and everything else — the the Tomato Topper Award, presented by the The Hollywood Reporter Key Art
creative materials on display in this catalog Web site Rotten Tomatoes, created to high- Awards welcomes filmmaker Kevin Smith as
— play the crucial role of making the sale light how effective marketing can translate presenter of the inaugural Tomato Topper
and getting consumers into theater seats on into boxoffice success even when the reviews Award, which will be revealed at this year’s
opening day. Those seats were definitely full are less than favorable. Key Art ceremony.
in 2006, with 1.44 billion tickets sold, gen- Relying on movie posters, Web sites, So congratulations to this year’s winner
erating $9.42 billion in domestic boxoffice trailers and weekend boxoffice numbers, and the marketing team behind it.
revenue. And with records already falling Rotten Tomatoes determined which movie And to hell with the critics. •
THE HOLLYWOOD REPORTER (ISSN 0018-3660; USPS 247-580) is published daily Monday through Friday except holidays, Good Friday, July 3, the day after Thanksgiving and the day after Christmas, with stand-alone special issues in January (4), February (5), May (1), June (1),
August (2), September (1), November (5) and December (5) by HR Industries Inc., 5055 Wilshire Blvd., Los Angeles, CA 90036-4396. Subscription rates: Daily one year $229; Weekly one year $175. Single copies $2.99, Tuesday edition $5.99. Periodical Postage paid at Los
Angeles, CA and additional mailing offices. Send address changes and subscription correspondence to The Hollywood Reporter, P.O. Box 16898, North Hollywood, CA 91615-9572. Direct all other correspondence to The Hollywood Reporter, 5055 Wilshire Blvd., Los Angeles, CA
90036-4396. POSTMASTER: Send address changes to The Hollywood Reporter, P.O. Box 16898, North Hollywood, CA 91615-9572. Canadian Publication Mail Agreement #40031729, return Canadian undeliverables to DHL Global Mail, 7496 Bath Rd. #2 Mississauga, ON L4T1L2.
NIELSEN BUSINESS MEDIA: Chief Operating Officer: Greg Farrar; Chief Financial Officer: Kirk Miller; Senior Vice President, Human Resources: Michael Alicea; Senior Vice President, Travel, Performance & Marketing Services: William J. Cooke; Senior Vice President, Film & Performing
Arts: John Kilcullen; Senior Vice President, Music & Literary: John Kilcullen; Senior Vice President, Corporate Development and Planning: Thomas Kuczynski; Senior Vice President, Retail: David Loechner; Senior Vice President, Marketing & Media: Michael E. Parker; Senior Vice
President, Building Design: Joe Randall; Senior Vice President, Central Services: Mary Kay Sustek; Vice President, Licensing & Events: Howard Appelbaum; Vice President/General Manager, Burrill Life Sciences Media Group, LLC: Zachary Dicker; Managing Director, Burrill Life Sciences
Media Group, LLC: Jeff Miller; Vice President, Digital Strategy: John Lerner; Vice President, Manufacturing & Distribution: Jennifer Grego; Vice President, Audience Marketing: Joanne Wheatley; Vice President, Marketing Services: Drew DeSarle. ADVERTISING/EDITORIAL REPRINTS:
Reprint of editorial or ads can be used as effective marketing tools. For details, please contact FosteReprints, Alisha Hairston, (866) 879-9144 or e-mail at ahairston@fostereprints.com. Permission: Looking for a one-time use of our content, as a full article, excerpt or chart? Please
contact Barbara Grieninger, (646) 654-4675 or Barbara.Grieninger@Nielsen.com. SUBSCRIPTION QUESTIONS OR PROBLEMS: U.S. call toll free (866) 525-2150 weekdays between 5 a.m.-5 p.m. Pacific time. Outside the U.S., call (323) 525-2150, fax (818) 487-4550, e-mail
subscriptions@hollywoodreporter.com or write to The Hollywood Reporter, P.O. Box 16898, North Hollywood, CA 91615-9572. www.hollywoodreporter.com PRINTED IN THE U.S.A.
172 w w w. h o l l y wo o d r e p o r t e r. c o m