Universal's film tag team tames 'Menace'

Montgomery, Sara Teasdale
March 2000
Advertising Age;3/20/2000, Vol. 71 Issue 12, special section ps6
Trade Publication
This article discusses the strategy used by Mark Shmuger, president of marketing at Universal Pictures, to counter the hype surrounding the release of the motion picture Star Wars: Episode 1--The Phantom Menace. Shmuger did not doubt that Phantom Menace will be big and so to give audience an alternative fare, he released The Mummy and Notting Hill a week before and a week after the premiere of Phantom Menace. This marketing strategy was proved effective when The Mummy earned a record-breaking $43 million while Notting Hill grossed $28 million on their opening weekend. Another Universal movie, American Pie, has grossed $102 million domestically. This marked the first time Universal released three films that broke the $100 million-mark domestically in the same year.


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