Saturday 28th July, 2007
(ANI)

Washington, July 28 : The not so good reception of 'A Mighty Heart', a film about late Wall Street Journal reporter Daniel Pearl, by the audiences has prompted Hollywood studios to form marketing strategies to sell prospective flicks on the Middle East situation.

Two of the marketing strategies on which most of the studios seem to have decided to rely on are non-concealment of the subject matter and tailoring the campaign to the film.

The producers of 'A Mighty Heart' at Par Vantage have admitted that it was a big mistake on their part to open the movie in wide release, concentrating on Angelina Jolie's star power, instead of acknowledging the film's delicate subject matter.

One of the reasons why film buffs may not want to see films based on the Iraq war is reported to be round-the-clock broadcasts on news channels like CNN, which take the real account to the general public.

A number of war-themed and political-themed movies were made during the Second World War. The success of films like 'Babel', 'Syriana', 'The Constant Gardener', and 'Hotel Rwanda' has refuelled that craze among the filmmakers.

The continuing support from Hollywood studios is also a factor behind producers' inclination towards such themes.

Universal production prexy Donna Langley concedes that it's "always a challenge getting people to come to movies and see things they are trying to escape," but says as a studio, Universal tries to support filmmakers who want to make these type of films.

But the fusillade of war movies has become a cause of concern for studios, and they are now fine-tuning their marketing strategies.

"We wanted to get ours out sooner, rather than later. I don't envision it a platform, and I don't envision opening it on 3,000" screens," Variety magazine quoted New Line president of marketing Russell Schwartz as saying.

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