October 27, 2016
        "The Circle" and "The Lost City of Z": Which potential 2016 contenders got bumped to 2017?                Natalie Portman, Janelle Monáe, Matthew McConaughey, Bryce Dallas Howard, Edgar Ramirez, Stacy Keach at Hollywood Film Awards                Viola Davis will be campaigned in Best Supporting Actress for "Fences"                Mel Gibson to be Honored with the Hollywood Director Award at the 20th Annual Hollywood Film Awards                Michael Moore drops a surprise new film with "Michael Moore in TrumpLand"                Hollywood Contenders: New Oscar Predictions for October                Nicole Kidman, Hugh Grant, Naomie Harris, Lily Collins get Honors at 20th Annual Hollywood Film Awards                "Manchester by the Sea" leads the Gotham Award nominations                Tom Ford, Marc Platt and Kenneth Lonergan to be Honored at 20th Annual Hollywood Film Awards                Tom Cruise is in his action hero comfort zone with "Jack Reacher: Never Go Back"                "Moonlight" could be A24's big Oscar horse this year                Ewan McGregor steps behind the camera with "American Pastoral"                Hollywood Contenders: A second crack at Golden Globe predictions for 2016                "The Accountant" seeks to help give Ben Affleck another blockbuster                85 countries will be competing for Best Foreign Language Feature nominations at the Oscars        

‘Secretariat’ weighs marketing options heading into awards race

HollywoodNews.com: Walt Disney’s PG-rated horse racing drama “Secretariat” came in under its $15 million estimate, putting speculation on the film’s prospects heading into award season.

“Secretariat” tells the story of a housewife, played by Diane Lane, as she propels a horse to be the 1973 Triple Crown winner. The film cost $35 million, so it’s not likely that Disney will lose its shirt; not to mention the film bowed in the teen million range of other Lane films like “Unfaithful” and “Nights in Rodanthe.”

However, the film has put Disney marketing executive MT Carney in the hot seat. She recently dropped the ball on Mouse House bomb “The Sorcerer’s Apprentice” which made $63 million at the domestic B.O. off a $150 million budget. Carney comes from a consumer marketing background and the Hollywood Reporter gave her the third degree recently. Disney’s had lofty prospects for “Secretariat” at the B.O. thinking that it could be their “Blind Side” this year.

“We always knew it was going to play better in the center of the country than elsewhere,” Carney said about the film, “We did hugely well in the smaller towns and didn’t do so well in New York and L.A. But we knew that would be the case.”

Similar to “Blind Side,” Disney targeted faith-based groups in its marketing. Carney is now considering new marketing options.

“One of the big things that we’re doing is to look at what’s working for us and what’s not working,” she tells the Reporter “I have radically changed the marketing team, and we’re going to be looking at the media mix and seeing where we should be spending our money.

“We have to look at what’s making an impact and actually driving people to see the movie — as opposed to what just gets people talking…Sometimes there is a temptation just to go for the shiny new thing. So if we should be doing more television, then that’s what we will do. If it means more social-networking media, then that’s what we will do.”

The Reporter mentions that Carney has yet to tubthump a film which her team has been involved with on the greenlight process.


Photo Credit: Disney

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