2929 Builds a Promo

Those crazy dreamers at 2929 Entertainment sure like messing with the status quo, don't they? As if simultaneously releasing films in theaters, on DVD and on cable at the same time wasn't enough -- now, they're messing around with the way films are marketed too, at least according to a recent piece in The Hollywood Reporter. Not content with the way things work in any part of the filmmaking system, 2929 is offering incentives to ticket buyers such as film scores, deleted scenes, online production stills and online production notes to encourage viewers to buy tickets to its day-and-date release The Architect on movietickets.com.

"This is the first of 10 or more (promotions) in the next 12 months that will include this type of value add," said Mark Cuban, co-owner of 2929, in the article. "We will continue to look for additional digital products we can offer as a reward for those who watch the movie in a theater." At the movietickets.com site, ticket buyers can download the music from the film as MP3 files and look at production stills, while the deleted scenes will be included on the film's DVD -- coming out, you guessed it, the same day as the film's theatrical release.

The Architect, directed by first-timer Matt Tauber and scripted by Tauber and David Greig, concerns two Chicago families, one led by a wealthy architect and his wife (played by Anthony LaPaglia and Isabella Rossellini) and another led by a poor mother (played by Viola Davis) who asks LaPaglia to tear down the housing project he created because its dangerous. To be honest though, I'm not sure I really agree with the day-and-date release strategy at all. I kinda like going to the theater to see a movie and then catching it again on DVD a few months later. Having time in between is a good thing. It lets you re-discover the film when you watch it on DVD -- which adds to the enjoyment of it the second time around (at least for me).

That said, Mark Cuban is no dummy. And I have to admit this is a pretty innovative way to promote a movie. So, if he's trying to make this kind of thing work, he might be on to something. In the end, the success or failure of this venture will depend on what it usually depends on: money. If this film makes money, you can bet on seeing more films released and marketed this way. If not, well, you probably won't.

So, anyone in favor of this kind of film release or is it a bad idea?