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Gibson's 'Apocalypto' poses marketing challenge - Reuters 10/23/06

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  • Gibson's 'Apocalypto' poses marketing challenge - Reuters 10/23/06

    Gibson's 'Apocalypto' poses marketing challenge
    Reuters 10/23/06


    Gibson's 'Apocalypto' poses marketing challenge

    LOS ANGELES, Oct 23 (Reuters) - Talk about a hard sell: this movie stars unknown actors speaking a dead language and is directed by a man whose off-screen behavior has outraged many.

    Figuring out a way to market Mel Gibson's latest movie, "Apocalypto," has many experts scratching their heads.

    Unlike "The Passion of the Christ," Gibson's last film, "Apocalypto's" tale of human sacrifice among the ancient Mayans has no built-in audience of millions of Christians to draw on.

    The movie also has to overcome months of bad publicity Gibson received after he was arrested for drunk driving and flew into an anti-Semitic rant at the arresting officer.

    Gibson has teamed with Walt Disney Co. to market and distribute the film, which debuts on Dec. 8, and he has already begun testing audience reaction by showing unfinished prints to audiences in Oklahoma and Texas.

    Disney spokesman Dennis Rice said the studio believes "Apocalypto" will have broad appeal despite the subtitles, subject matter and controversy surrounding Gibson.

    "If it's a good movie, people are going to see it," Rice said. "One of the great things about Mel Gibson is that he is a great filmmaker and he has a proven track record," he added, referring to the success Gibson has had with such films as "Passion" and the Oscar-winning "Braveheart."
    Full Story - Gibson's 'Apocalypto' poses marketing challenge
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