'No Reservations' drawing food fanatics
It’s looking like a good summer for foodies at the movies.First, “Ratatouille” served up pitch-perfect restaurant scenes, netting two major feature stories by New York Times food writers. Pic’s viewers weighing in on the Chowhound message board wrote that the toon had them “all choked up.” Now Warners’ “No Reservations,” a redo of German hit “Mostly Martha,” about a top female chef who is forced to take care of her niece, is aggressively courting foodies. Hoping that many femmes will warm to the food angle, Warner Bros. has lined up an extensive menu of promos and tie-ins, including Bon Appetit magazine, the “Rachael Ray” show and McCormick’s Spices. Studio also reached out to food bloggers and other “tastemakers” with plenty of preview screenings. Gourmet shop Dean and DeLuca served up cooking demonstrations and recipe cards geared to the pic, and Visa Signature sponsored private screenings and the premiere. The Food Network signed on early, with stars Catherine Zeta-Jones and Aaron Eckhart presenting kudos on the net’s first awards show in April. OnJuly 26, the night before the pic’s release, the Food net will devote the evening’s programming to pumping the pic, including an appearance on “Emeril Live” by pintsize thesp Abigail Breslin, an episode of “Hollywood Eats” and a making-of featurette. Breslin is also launching a new kids menu (just $20 for mac ‘n’ cheese!) for the Palm restaurant chain. Warners hopes gourmands will dig in.
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