Once more, with feeling.
In an unusual move, Miramax plans to re-release its underperforming “Confessions of a Dangerous Mind” Aug. 1. Distrib said it will try a new approach in marketing the quirky Chuck Barris biopic, with the campaign also serving to hype pic’s mid-September bow on homevid.
Helmed by George Clooney and starring Sam Rockwell, “Confessions” rung up less than $16 million after unspooling in January. Underwhelming cume is even padded a bit, as it included substantial coin from sneak previews of “Chicago” that were added to “Confessions’ ” grosses in many markets.
Pic’s negative cost is pegged at about $25 million, though Miramax reduced its exposure through foreign pre-sales.
“We’re making the campaign more fun, more thriller-ish,” Miramax chief operating officer Rick Sands said. “When audiences saw the film, they liked it, but it went out at a very competitive time. So we think there’s a lot of audience left to find the film.”
1,000 playdates planned
Miramax hopes to snag at least 1,000 playdates for the re-release. New domestic marketing campaign will employ an action-laced trailer Miramax originally cut for use overseas.
“George made a wonderful film that got good reviews, but unfortunately, there was so much going on in the marketplace that it wasn’t first choice among moviegoers,” Sands said. “So we’re going to provide a second opportunity for moviegoers to find the movie. I know it’s unusual, but we truly feel that the film had potential.”
There will be no shortage of competish during the first sesh in August, however. Wide releases skedded for that frame include Sony’s Ben Affleck-Jennifer Lopez drama “Gigli,” Disney teen-targeted remake “Freaky Friday” and a second “American Pie” sequel from Universal, dubbed “American Wedding.”
“Confessions” re-release reps a rare but not unprecedented ploy, though one more often used to wring additional B.O. from an established success.
Miramax re-released “Spy Kids,” a $100 million March grosser, in late summer in a move that boosted cume to $112 million. In 1997, distrib went after spring-break teens by re-expanding December sleeper “Scream” into wide release and boosting pic’s cume to $103 million from $87 million.
And 1994’s “The Lion King,” originally unspooled in June to a boffo $267 million reception, was again embraced by auds after a November re-release that bolstered family toon’s total domestic B.O. to $312 million.
(Anthony D’Alessandro contributed to this report.)