American Idol executive producer Nigel Lythgoe said tonight he gets “sick to some degree of the (product) integration because (other) people have a different idea of what integration means. For me, it’s a smooth, organic process, whereas for other people, it’s, ‘Hi! This is a Coca-Cola!’ ” Speaking at a BAFTA-sponsored event at the Digital Hollywood conference, Lythgoe described a continual push and pull between show sponsors and producers that can be quite innovative but requires a lot of careful straddling of lines. “Everyone’s trying to use this as a platform,” he said. “They’re trying to stretch things all the time. I want to move those damned Coke cups. Especially when (rookie Idol judge) Nicki Minaj is sponsored by Pepsi. It gets on your nerves sometimes when it’s too obvious. You don’t want product forced on you. So we just have to be careful.”
David Bloom is a contributor to Deadline.
Cinedigm Chief Marketing Officer Jill Calcaterra said the company was delighted with the online uptake of their recent experiment with BitTorrent to promote Arthur Newman, the just-released film starring Colin Firth and Emily Blunt. Under the deal, the file-sharing site was used to distribute 10 minutes of the Cinedigm-distributed film to whomever wanted to download it. “We had 1.4 million downloads in just the first five days”, Calcaterra said today during a panel at the Digital Hollywood conference in Marina del Rey. “That was huge for this little tiny independent film”. Even more importantly, she said, 150,000 of the downloaders then went to the film’s website for more information. Of course, the deal might have attracted hundreds of thousands of possible audience members, but it couldn’t do anything about critic opinion — Arthur Newman’s Metacritic score is a rugged 42, and it made just $108K this weekend in its platform rollout in 248 theaters, a dismal $435 average.
David Bloom is a contributor to Deadline
The video look of fast-twitch films such as Cloverfield the Paranormal Activity franchise and Rachel Getting Married will be increasingly common in the future because filmmakers aren’t bothered by it and audiences get a visual jolt. “I believe it’s something that’s here to stay”, said Adam Goodman, president of the Paramount Film Group, during the Digital Hollywood conference today in Marina del Rey. “It’s a terrific medium for filmmakers. They don’t see the medium as a barrier to entry. They don’t care about shaky cameras. For whatever reason, it just makes for a much more visceral experience for the audience”. But if shaky videocam movies are too much for your tender orbs, you’re going to hate the widespread adoption of Google Glass, the eyeglass-like devices Goodman predicted will be used to capture first-person footage of skydiving or other action sequences. “I want to see the first Google Glass movie”, he said.