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Uphill Battle Marketing "Ratatouille" in a World of Sequels

The New York Times discusses the obstacles in marketing Disney/Pixar’s Ratatouille – one of very few summer tentpole movies that is entirely original and cannot rely on being a sequel or an adaptation of material from other media (registration required). Among Disney’s more unusual marketing efforts are advertising a 9-minute clip posted on the official film website, essentially marketing the marketing for the movie. The article talks with director Brad Bird on the push and pull between marketing and creative forces, and also with other Hollywood figures on the challenges facing the current crop of summer movies.

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