Perhaps taking a page from athletic shoe marketers who release limited-edition sneakers to create buzz, the movie's marketers have released "very, very limited-edition clothing. Actually, it's sort of
a shopping mall affiliated with Urban Outfitters out in L.A.," Kuang reports.
Mind you, this in not an indie film. It has a budget of about $90 million. But Kuang feels that studio execs realized that the cinematic version of Maurice Sendak's classic children's book couldn't be sold to kids -- although they've done some marketing to that target -- and instead tried to create buzz in the blogosphere by going "with their strength -- the name recognition of the director, the writer."
advertisement
advertisement