×
You will be redirected back to your article in seconds

Inside Move: L.A. Times gives an ad-driven wet kiss

Congratulatory ad to Weinstein Co. raises eyebrows

When the Weinstein Company launched a lavish print campaign announcing itself last week — double-spread ads heralding the new company ran in Daily Variety and the New York Times — the company got an additional plug from an unlikely source: the Los Angeles Times.

Studio execs across town were surprised Friday morning when they opened up their L.A. Times and were greeted by a full-page ad congratulating the Weinstein Co. on “their new endeavor.”

The ad, from the L.A. Times Motion Picture Advertising Team, went on to list 17 of the company’s projects.

Its timing was pegged to Bob and Harvey Weinstein’s last day overseeing Miramax, which will live on at Disney minus the brothers.

The ad prompted grumbling around town that the spread essentially amounted to payback for all the high-profile Oscar campaign ads the Weinsteins had bought in the paper over the years.

For years, Miramax has typically been a major buyer of Academy Award-related movie ads in both the New York and L.A. Times, as well as Daily Variety and Variety.

Even so, it’s highly unusual for a consumer newspaper to advertise for one of its clients. A full-page, color ad in the Times costs about $50,000.

The L.A. Times did not return a phone call from Daily Variety.

As for celebrating new film companies, no such wet kisses were lavished on DreamWorks when it was formed in 1994 or, more recently, when New Line and HBO (both hefty ad buyers themselves) formed Picture House.

Besides showing what an 800-pound gorilla the Weinsteins are to ad salesmen, even at a time when financing for their new company has not been completely secured, the move by the Times also underlines the current rocky publishing climate, in which advertisers more than ever before keep publications alive. The paper is not the only pub that has raised eyebrows: In August, the New Yorker was criticized for carrying 18 pages of ads from Target Stores.

The Weinstein Co. had no comment.

(Ian Mohr in New York contributed to this report.)

Popular on Variety

More Scene

  • US record producer The-Dream arrives for

    Top Music Publishers Come Together for Songs of Hope Honors

    The 15th annual Songs of Hope honors united songwriters, music industry insiders and more than a few preeminent doctors at producer Alex Da Kid’s Sherman Oaks compound on Thursday night. Jimmy Jam returned to host the event, which served as a fundraiser for the ever-vital City of Hope medical treatment center as well as a [...]

  • Renee Zellweger Rufus Wainwright Sam Smith

    Renée Zellweger: Judy Garland Was 'My Childhood Hero'

    Awards buzz is building around Renée Zellweger for her performance as Judy Garland, emerging as a frontrunner in the Oscar race for best actress. But for her, the real prize was paying tribute to Garland, of whom she’s been a lifelong fan. “Nobody was prettier, nobody sang prettier…the adventures she had, [she was] my childhood [...]

  • Keke Palmer BlogHer19 Summit

    Keke Palmer Brought to Tears Accepting Truth Teller Award at #BlogHer19 Creators Summit

    Keke Palmer stood surprised and wide-mouthed on the #BlogHer19 Creators Summit stage as she was presented with the Truth Teller Award for her recent acting work — and her viral “sorry to this man” clip. “This means so much,” the multi-hyphenated star softly whispered as she got teary-eyed upon accepting the award. Last week, the [...]

  • LOS ANGELES, CALIFORNIA - SEPTEMBER 19:

    Emmys 2019: Inside All the Hottest Pre-Parties

    It’s (Emmys) party time! Before the 71st annual Emmys go live on Sunday, stars and execs are keeping busy by party-hopping in the days leading up to the big show. Here, Variety gives you the inside details on who was where and what they were doing. Keep checking back right here throughout the weekend for [...]

  • Jennifer Lopez Green Dress

    Jennifer Lopez Closes Out Versace Show in Famous Green Grammys Dress

    Jennifer Lopez has found her way back into the Versace dress that broke the internet in 2000. The “Hustlers” star closed out Versace’s Spring 2020 show in a re-worked version of the revealing, bright green silk chiffon dress that she wore to the Grammy Awards 20 years ago. The dress quickly became a pop-culture phenomenon, [...]

  • 10 Storytellers to Watch

    Variety Celebrates Inaugural 10 Storytellers to Watch Event

    Storytellers from across the spectrum of entertainment — film, literature, podcasting and play writing — were honored Thursday at Variety’s inaugural 10 Storytellers to Watch luncheon at Gramercy Park Hotel, hosted with partner the Independent Filmmaker Project and presented by Audible. Honorees Nana Kwame Adjei-Brenyah, author of “Friday Black”; “Limetown” podcasters Zack Akers and Skip Bronkie; [...]

  • Demi Moore Corporate Animals

    Demi Moore Teases Upcoming Memoir 'Inside Out,' Talks 'Corporate Animals' Team Bonding

    As Demi Moore gears up for the Sept. 24 release of her autobiography “Inside Out,” the actress says she feels like a weight has been lifted. “Even the stuff that I may have been nervous about is completely lifting…because it’s a process,” Moore told Variety at the premiere of her upcoming film “Corporate Animals” at [...]

More From Our Brands

Access exclusive content