FIC sold on marketing plan for Col’s ‘River’

The Film Information Council has singled out “A River Runs Through It” for its second monthly award honoring excellence in film marketing.

The org, comprising industry publicity, promotion and advertising exex, voted the Columbia’s release as the best marketed film opening domestically in October.

FIC chairman Richard Kahn said the 36-member group chose the film for its skillful exploitation of all aspects of movie marketing, citing the use of publicity as particularly noteworthy: Director Robert Redford, who had never appeared on live TV or on nighttime profile shows, turned out for “Larry King Live” and “Real Life with Jane Pauley” and also did extensive interviews with reporters in small-to-medium-sized cities.

Kahn also praised appealing creative materials and an adroit distribution plan. The studio opened the pic in limited release, expanding it in successive waves.

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