NEW YORK — Miramax’s genre banner Dimension Films will join forces with Tommy Hilfiger USA for a $30 million advertising and marketing campaign — the largest in Dimension’s history — to support the upcoming untitled Robert Rodriguez/Kevin Williamson project.
Formerly known as “The Faculty,” the film, which was written by “Scream” scribe Williamson and directed by “From Dusk Till Dawn” helmer Rodriguez, will open on Christmas Day on more than 2,500 screens nationwide.
Miramax said that Dimension’s partnership with Tommy Jeans, which was brokered by the William Morris Agency, repre-sents an unprecedented level of collaboration between the fashion and entertainment industries.
Major ad campaign
The $30 million campaign, which will be jointly financed by Miramax and Tommy Hilfiger, will be the largest for any Dimension release to date. Previously, Dimension spent $20 million to support its holiday 1997 release of Wes Craven’s “Scream 2.”
“We’re happy to be promotional partners with a company as innovative and cutting-edge as Tommy Hilfiger,” said Miramax co-chairman Bob Weinstein, who oversees the Dimension label.
“I’ve always wanted to mix fashion and entertainment in such an innovative way and there’s no better opportunity than this film,” said Hilfiger. “The target audience is identical.”
Dimension had hoped to team with Taco Bell on its “Scream 2” marketing campaign, but the deal did not materialize. Traditionally, fast food and beverage companies have been reluctant to associate their brands with genre fare.
“Last year, Tommy Jeans got a lot of attention for its campaign featuring the sons and daughters of celebrities. This year, they wanted to do something very cutting-edge that would appeal to the youth audience,” said William Morris agent Paul Bricault, who, along with John Mass, was part of a team led by WMA president Arnold Rifkin that negotiated the deal.
Among the young thesps in the untitled Rodriguez/Williamson project who will be featured in the Tommy Jeans back-to-school advertising campaign are Jordana Brewster, Clea DuVall, Laura Harris, Josh Hartnett, Shawn Hatosy, R&B singer Usher, Elijah Wood and Kidada Jones, a Tommy Jeans model who is an extra in the film.
Older stars out
The youth-oriented campaign will not include the film’s older, more established stars, including Salma Hayek, Famke Janssen, Bebe Neuwirth, Robert Patrick, Piper Laurie, Christopher McDonald and Jon Stewart.
Photographer-director Peter Arnell will shoot the print and television ads for Tommy Hilfiger. Arnell has previously worked with such brands as DKNY, Chanel, Banana Republic, Casio, Ray Ban, DreamWorks and the U.S. Olympic Committee.
Print advertisements will appear in the August issues of such magazines as Rolling Stone, Details, Cosmopolitan, Mademoi-selle, Spin, Vibe, Interview, Seventeen and Teen People. Commercials will air on cable networks MTV, VH1, BET and Comedy Central beginning in August and will continue through the film’s December opening.
On behalf of Dimension, the deal was negotiated by Dimension president Cary Granat, Miramax senior VP of worldwide promotions John Polwrek and Miramax veepee for business and legal affairs Brian Burkin.
On behalf of Tommy Hilfiger, the deal was negotiated by the company’s marketing department.