Relativity hopes helmer is the charm

At the Roosevelt Hotel afterparty Saturday for Relativity Media’s premiere of “Mirror Mirror,” producers Bernie Goldmann and Kevin Misher said Tarsem Singh Dhandwar was an unlikely candidate to direct a light family film.

“We really wanted somebody that had a great visual sense and could make a big, beautiful CG movie,” Goldmann said. “People don’t think of Tarsem when they think of fun family comedies but he’s got a very childlike quality in addition to being a great artist.”

Pic includes some CGI creatures that haven’t been featured in the carefully crafted marketing campaign. Relativity prexy Tucker Tooley said that was a conscious decision. “It’s a safe family film, so showing them out of context may be a little confusing for kids.”

Goldmann echoed the reasoning, knowing from experience how to market movies like “Mirror Mirror.” “I worked at Disney for five years and the first people you want when you have a family movie are the moms. Not only do you want the moms to love the movie, but you want them to not reject the movie because they’re the ones making the decision in the household of who’s going to get to go see what.”

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