Inside Move: Two thumbs way up!

'Monster' ad displays Newmarketing trend

Blurb ads are a staple of Oscar campaigns. Now Newmarket has invented a new wrinkle on behalf of Charlize Theron and the film “Monster”: the transcript ad.

Having already plastered Roger Ebert‘s rave — “One of the best performances in the history of cinema” — all over print ads, Newmarket took the next step in a Dec. 26 newspaper insert.

On one side of the page was Theron’s face and a “for your consideration” message. On the other was the nearly 700-word transcript of the Dec. 6 “Ebert & Roeper” colloquy about “Monster.”

Unlike print ads, which often are reprinted in full, the transcript contains plenty of stream-of-consciousness rambling, affirmative though it may be.

“Richard, I sat down in the theater, I crossed my leg and I didn’t uncross it until the next hour,” Ebert says. “I forgot to take notes. I was mesmerized by what was happening on screen.”

Roeper throws syntax to the wind, declaring: “You know, Charlize Theron has been in some pretty good films and has done some decent work in mainstream fare, but we’ve never seen any hint that she’s capable of this performance and it really does go beyond, OK, she doesn’t look like anything she’s ever looked before.”

Then the reviewers join in two-part harmony.

Ebert: “She is always absolutely in character. Her eyes. Her attention. Her intensity. That speech she gives about how things are going to get better and how people are good and so forth.”

Roeper: “Oh, I know.”

Ebert: “It’s heartbreaking!”

— Dade Hayes

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