Teasers hoped to boost Net traffic
Leading movie Web site Hollywood Online has connected with Disney’s Miramax Films to promote the film “The Mighty,” in the first of a series of in-theater trailers the site is planning to use to market itself and other studio pics.The Internet site (www.hollywood. com), which features a vast array of film news, reviews and multimedia on current and future releases, will begin using trailers to build the brand’s image and enhance traffic to the site, said Stuart Halperin, executive veep and co-founder of Hollywood Online. “We’re planning on releasing trailers on a regular basis,” he said. Hollywood Online’s first 30-second trailer, launched Friday on about 14,000 screens, promotes both the Website and Miramax’s fantasy pic “The Mighty” before every show. The spot shows both scenes from the pic and clips from the site. The campaign is scheduled to last for eight weeks. Halperin said the Website is looking for its next pic to co-promote. “The Mighty,” to be released Oct. 30, stars Sharon Stone, Kieran Culkin, Gena Rowlands, Harry Dean Stanton, Gillian Anderson and Meat Loaf. Mark Gill, president of Miramax/LA, negotiated the deal and said the studio is “delighted to be part of (Hollywood Online’s) debut” in theaters.