Let there be movies: Weinstein Co. makes splash with post-Miramax ad campaign.If you're spinning off a movie production company from a giant like Walt Disney Noun 1. Walt Disney - United States film maker who pioneered animated cartoons and created such characters as Mickey Mouse and Donald Duck; founded Disneyland (1901-1966) Disney, Walter Elias Disney Co.--and losing your brand name in the process--how do you do create buzz about your new venture without starting from scratch? If you're Bob and Harvey Weinstein, the answer is: dramatically. A two-page spread in The New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of Times and industry trade papers on the last day of their contract with Disney pronounced the end of the brothers' "extraordinary era" at Miramax and the "dawn of a new adventure" at their new Weinstein Co. The campaign, which promotes 17 projects in the works, evokes the award season's "For Your Consideration" ads for which the Weinsteins are famous. It's all part of a marketing effort to remind moviegoers, power brokers and potential investors that the Weinstein name is synonymous with synonymous with adjective equivalent to, the same as, identical to, similar to, identified with, equal to, tantamount to, interchangeable with, one and the same as the kinds of award-winning prestige films that built Miramax's image. "It's the opening shot across the bow, a message that 'we're off and running' and it's a classic Weinstein move," said Larry Turman, chairman of the Peter Stark Producing Program at USC's School of Cinema-Television and producer of the 1967 classic, "The Graduate." The company's first national release, "Derailed," starring Clive Owen and Jennifer Aniston, is set for Nov. 11. Roger Schaffner, chairman and chief executive at Palisades Palisades, cliffs along the west bank of the Hudson River, NE N.J. and SE N.Y., extending from N of Jersey City, N.J., to the vicinity of Piermont, N.Y., with a general altitude of from 350 ft to 550 ft (107–168 m). Media Group in Santa Monica Santa Monica (săn`tə mŏn`ĭkə), city (1990 pop. 86,905), Los Angeles co., S Calif., on Santa Monica Bay; inc. 1886. Tourism and retailing are important, and the city has motion-picture, biotechnology, and software industries. , which handled national media buying for Miramax and now Weinstein Co., wouldn't comment on the company's marketing plans. These could include at least $125 million in ad buys over the next year. So far, marketing has been limited to the Weinsteins' placing of the Sept. 30 spread in The New York Times, Daily Variety and the Hollywood Reporter. "These guys are constantly tinkering tin·ker n. 1. A traveling mender of metal household utensils. 2. Chiefly British A member of any of various traditionally itinerant groups of people living especially in Scotland and Ireland; a traveler. 3. ," said Schaffner. "One of the good things about them being hands-on is that you know exactly what they want you to do." The Weinstein Co. stated in a regulatory filing last week that it so far had raised $230.5 million from private investors. The Weinsteins are raising equity in stages through Goldman Sachs The Goldman Sachs Group, Inc., or simply Goldman Sachs (NYSE: GS) is one of the world's largest global investment banks. Goldman Sachs was founded in 1869, and is headquartered in the Lower Manhattan area of New York City at 85 Broad Street. Group Inc., which is arranging financing to build a $1 billion war chest that will get the company through its early years. |
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