For a new film, "The Constant Gardener," Focus Features is intent on building its audience in a different way: by taking aim at readers of niche Web sites and blogs...
James Schamus, a co-president of the studio, says that such sites draw the sort of people most likely to appreciate the film, a conspiracy thriller based on a John le Carré novel about pharmaceutical companies operating in Africa.
"We looked for the places that sophisticated moviegoers seek out to find things that interest them," Mr. Schamus said. "These are the people who are engaged with the world, who are informed about the big conspiracies going on out there."...
[T]he ads for "The Constant Gardener" seem to seek out people who distrust multinational corporations. The banner contains the taglines "The corruption is contagious" and "The conspiracy is global," and links to the film's Web site, where snippets of dialogue about "payoffs, cover-ups, unmarked graves" can be heard in the trailer.
So the conspiracy movie gets advertised on blogs where they think conspiracy-minded readers congregate. It will be interesting to see, over time, which blogs get the most movie advertising. Are conspiracy theory hothead bloggers going to reap in the cash as Hollywood goes for complicated thrillers? I wonder if there's a type of movie that would do well to advertise here.
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