‘Giant’ response draws online redux

First time major studio screens upcoming pic online

After attracting 10,000 people to its exclusive 10-minute online broadcast of “The Iron Giant” last week, Warner Bros. said it will repeat the ‘Netcast today, hoping it will have a “Blair Witch” effect and lure Internet users into theaters.

Warner Bros. will run the clip from the animated pic on theirongiant.com at 11 a.m., repeating it until 9 p.m. Clip originally screened online Saturday, with an introduction from helmer Brad Bird.

A studio first

The screening last week marked the first time a major studio has screened part of an upcoming pic online.

“The Iron Giant” Web site has been attracting 1 million page views per week since June, as strong word of mouth is spreading on the pic.

Warner Bros. also said it plans to screen a minute of “Deep Blue Sea” online, with an introduction from actor L.L. Cool J., also today beginning at 1 p.m..

Warner Bros. said it intends to continue showing full clips from upcoming pics and behind-the-scenes online broadcasts of pics. Its next major online video effort will be for the fall actioner “Three Kings,” starring George Clooney, Ice Cube and Mark Wahlberg.

“We’re embracing the Internet,” said Warner Bros. prexy of domestic theatrical marketing Brad Ball. “It represents one of the most important tools that we have at our disposal for film marketing.”

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