Commentary
Silver Linings Playbook's Playbook
- by Joe Mandese @mp_joemandese, April 6, 2013
Bladimiar
Norman, SVP Marketing, The Weinstein Company is showing the playbook for his studio’s award-winning “Silver Linings Playbook.”It starts with $14
million -- how much it took to make the film -- and it ends with $140 million (the current box office receipts to date).
In between, Norman said there were some
fundamental challenges, because a) “It looked like an indie and anyone outside of New York and L.A. didn’t want to see the movie;” and b) “the film deals with mental illness
and prescription medication and grief and loss.”
Not exactly the formula for Hollywood endings, right? At least not Hollywood box office endings. Not even ones
with silver linings. Hence, some heavy digital marketing lifting.
Because the subject matter of the movie did not lend itself to “30-second spots,” Norman
said his team started brainstorming “creative content ideas and delivering our video.”
The first challenge was to target young males -- typically a tough audience for a
romantic comedy of any kind, especially one with the mental illness subtext. So Norman’s team focused on the father/son sports relationship between Robert Deniro and Bradley Cooper’s
characters -- specifically the superstitions of the characters.
“We had our best reaction to a romantic cocmedy opening among males, ever,” Norman noted,
saying that Weinstein then took the “superstition” bubbles “wide” -- nationwide, that is.
In the next phase, Norman said Weinstein focused on
“fan testimonials” of consumers telling their own stories of mental illness and the power of family, love and hope, and how the film inspired them.
“Silver Linings Playbook saved my life,” gushed one young male fan, citing the ultimate testimonial -- for any product.
The theme extended into a
partnership with National Center of Disabilities, which Norman says was, “the moment we shifted from just a movie to a social movement.”
Then Norman revealed
some real industry insider perspective, sharing how he got to know the young man who said the film saved his life and the mental health issues he had to overcome, and how the film helped him.
“And then we turned it into content... (pause)...,” then adding sheepishly, “and sell tickets.”
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
Women love this movie, while men like it more than they will admit. The male bonding scene at the Eagles game did give "bro-high five" stuff for the young male movie goer.