In the crowded Japanese market, distribs have come up with some inventive — and odd — gimmicks to entice auds.
To publicize the July 8 bow of “MI3” in Japan, UIP will whisk 150 fans from Tokyo to Osaka via bullet train, with star Tom Cruise on board. Cruise will schmooze and have his picture taken with every fan, who will then attend an “MI3” screening and spend the night in a hotel at UIP’s expense. Tab for the stunt: nearly $270,000.
On the low-cost end of the promo spectrum, there’s “Zura Deka” (Wig Detective), a comedy distribbed by Tornado Film.
Balding comic Fuyuki Moto, who plays the title PI, tossed his character’s hairpiece — and several others like it — to a crowd of reporters at a May 19 press conference. He said anyone who wears their own rug to a screening — and removes it at the ticket window — will get in free.
The pic opens in September.