December traditionally marks an onslaught of studio publicity for award-hungry films. We have all seen the ads, and product placement galore, for “Australia” (how awkward was the Samantha Who? reference to the movie?) We can’t escape the buzz surrounding Brad Pitt’s new film, or Will Smith’s latest holiday blockbuster. Heck, even Beyonce is getting yet another chance to prove her acting chops this holiday season.
One movie is taking a decidedly different route. "Milk" is the heroic and tragic story of Harvey Milk, a San Francisco gay rights activist and city politician who was elected to San Francisco's Board of Supervisors in 1977, making him the first openly gay man to be elected to public office in the U.S. The following year, Milk and the city's mayor were shot to death by a former city supervisor. Sean Penn stars in the film, which opened in limited release last week and continues to open nationwide throughout December.
How do you publicize a movie, with an inherent LGBT focus, to audiences all around the country?
According to some Hollywood trades, Focus Features initially avoided major film festivals and media screenings of the film to "avoid partisanship" and allow mainstream audiences to discover the film. The movie is also coming out during the ongoing battle surrounding Proposition 8. Many activists are seeking to use the movie as a campaign for gay rights in direct opposition to Proposition 8, organizing screenings and viewings in major markets this Friday to try and make the film one of the top-three grossing films of the weekend.
Focus is decidedly being cautious on how to promote this film so that they don't limit their chances for both money and accolades. Fair enough, but what company or organization is successful with just one marketing strategy? Focus needs to think big, and think diverse. Movies mean different things to different people, and should be marketed accordingly. Tailor a marketing campaign to the LGBT community about "one of our own." Create a different marketing campaign for middle America about a movie that stands for "hope" and "change"– two words that are guaranteed to strike a chord. I agree that it's great to allow a film to be discovered on its own merits, but it doesn't hurt to lead audiences to those seats as well.
We know "Milk" won't be this season's "Twilight" or "High School Musical 3" in terms of box-office gross. But, it has the potential to positively shape opinion and drive some important discussions. I, for one, will be having my "Milk" with cookies when it opens in Cleveland next week. Have you seen the film yet? Do tell.
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Tall Glass of Milk. A extraordinary and distinct story. Great way of expressing the good ideas.