Hey, boys and girls, it's time for another movie marketing lesson from your friends at HitFix.
What do you do when you have a film that mostly appeals to men, but you want to make sure you get the attention of younger women? It's really important those women go with their boyfriends on Friday and Saturday night, because that means their boyfriends will definitely go. Well, when your cast is limited to just two, cough, older, cough, actors, there isn't much you can do. Sure, rave reviews (97% on Rotten Tomatoes, 8 100 grades so far on Metacritic) and amazing footage are selling it pretty damn well, but it's opening week. The pressure is on! Someone in the studio is no doubt saying, "How can we liven things up a bit down the homestretch? I mean, yeah, the movie stars Sandra Bullock and George Clooney, but how do we make some noise on, y'know, those gossip sites (Sandra can't do this on her own!)?"*