Sony spent some $70 million to market The Da Vinci Code overseas, the New York Times reported today (Monday). The newspaper noted that marketing personnel at studios are studying carefully the cultural attitudes in foreign countries before proceeding with advertising and promotion efforts there. In the case of The Da Vinci Code, they noted that fans of the stars turned out en masse when the film premiered at the Cannes Film Festival, but that they canceled 27 interviews to avoid an obviously hostile media. On the other hand, the studio mounted a press junket from London to Cannes that included 250 journalists. The effort paid off, the Times said, as The Da Vinci Code produced twice the revenue abroad that it did in the U.S.




07/08/2006