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David Poland

By David Poland poland@moviecitynews.com

Marketing I Like: Salt

saltoutdoor.jpg
I think this outdoor is elegant, eye-catching, and stimulating. And because it is Angelina Jolie shooting stuff, they don’t need to sell story or anything like that in the outdoor. It’s a pure awareness play. But it also entertains, which suggests the idea that the film might be equally pretty and clever.

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22 Responses to “Marketing I Like: Salt”

  1. Hallick says:

    Fair enough. But the basic issue I have with the billboard is the fact that my head replies “Who cares?”. I’ve seen this “Who is…” promotional tagline done too many times before (most recently for a Lifetime TV movie with the guy from Will & Grace) so for all of the aesthetic value it has, my reflexive reaction is still “Who cares?”.

  2. LYT says:

    I’m missing the entertainment value of this marketing…but it in turn is missing a question mark.

  3. Eric says:

    Yeah, the standard reply to “Who is…?” marketing is “Who gives a shit.”
    From this angle, at least, it’s not immediately apparent that this is Angelina Jolie. Looks like a headshot from a 24 DVD.

  4. CaptainZahn says:

    I refuse to see another Angelina Jolie movie until she fattens up a bit.
    http://www.zimbio.com/pictures/Awp57nHR6fX/Angelina+Jolie+Filming+Salt+NYC

  5. When I lived in L.A. there was a billboard right outside our dining room window and no matter what movie popped up on there, it was guaranteed to fail MISERABLY at the box office. I wish I could remember some of the movies, but it was shockingly accurate.

  6. Sams says:

    True. You see the title, which is part of the tagline, and just a bit of Jolie. Effective early advertising to maintain awareness since this is a late summer release.

  7. mysteryperfecta says:

    I agree with those that think that the “Who is…?” marketing pitch is trite. A similar approach did work for me back in ’99 with the “What is the Matrix?” tagline, because it was accompanied by some intriguing ideas and imagery.

  8. sloanish says:

    I’m kind of surprised DP likes it. I remember being so annoyed when I saw it. Feels boring, default. The “Who is…” stuff only works when it’s coming in blind and there’s been trailers forever. It’s asking a question to an answer that most people either know or don’t care.

  9. David Poland says:

    It’s the use of her face that I think makes this special.
    “Who is” has been done… but they have also stuck on that notion from the start of the campaign, including the trailers.
    But that thing where you aren’t quite sure it’s her, but you can figure it out… and then you get hit by the rest of the campaign, which is already being rolled out on TV.
    And I really do think the way its designed is beautiful.

  10. Wrecktum says:

    Angelina Jolie’s Salt needs to hook up with Jennifer Jason Leigh’s Pepper from Miami Blues. And when I say “hook up” I mean make sweet, sweet love.

  11. LexG says:

    JOLIE = SO HOT.
    Cannot wait for this. Like the campaign fine, but I’d like it better if she had on some kind of LITTLE OUTFIT and clunky glasses and pigtails lying on a bed with her feet up behind her and a gun in one hand and a Popsicle in the other.
    Basically I’d favor a more subtle campaign.

  12. Joe Leydon says:

    I’ve often wondered what it must feel like for anyone involved with a movie that tanks — I mean really, really tanks — when they drive past an L.A. billboard for that film a few days… or weeks… after the disastrous opening weekend.

  13. jeffmcm says:

    Jolie = 35 in a couple of weeks, outside your range.
    Lex, I wish you understood how much of a creepy perv you sound like.

  14. mutinyco says:

    Darkman was the first “Who Is?” campaign I remember.

  15. Hallick says:

    The only good “Who Is (blank)?” tagline that I can think of is “Who is Keyser Soze?”, and I don’t even believe that was actually part of the campaign for The Usual Suspects.

  16. mysteryperfecta says:

    I think it also suffers because the name of the movie is “Salt”. Really? Salt?

  17. torpid bunny says:

    The problem is I don’t care who Salt is. Jolie is great, Noyce did C+PD yes, BOW, but I have no need to see Jolie do vengeful badass in a conspiracy broth. It’s not even that I’m against the concept. I just don’t want to see Jolie do it. She’s better than that.

  18. jammer69 says:

    Yes she is but even SHE needs to make money and I hope Salt makes money. I thought the preview was exciting .. I have not seen the billboard but it looks good. If she was any heavier it would only show up on her beautiful face . . . as tall as a woman as she is with very lean bone structure – and at 35, she will increasingly look thin in her apendages but she will still have the perfect weight on her face and chest and places where her hormones dictate she keep weight. Sigh . . I only wish that males understood the unequal weight distribution on females as they age and the subsequent critical magnifying glass that is imposed upon them IF they are actresses. Go see her films no matter how slender her arms and legs are shown and picked at in magazines, etc. She would not be able to gain weight in her lower apendages without gaining quite a bit of weight that would be unhealthy and also to movie-goers, not up to their model-thin standards in her face and in her core body.
    I for one hopes she keeps an audience for as long as Meryl has. Being that there are less than a handful who are allowed to have any roles past the noted age of 35. Yes I am long-winded and an obvious female but really … all of these super-hero movies will only allow in someone younger than Megan Fox who is now what???? Too old? She looks younger than the one pictured who is supposedly going to take on the role. Gorgeous with courage to express herself about OCD and/or any other things that irritate her. No blandness there thank god. She is much more than a “piece of ass” and will show that … but will it be tolerated? Probably not in film. Gwyneth Paltrow this weekend in IronMan 2 held her own but barely, with such little room to move … most of the emphasis on Scarlett whom I do not begrudge. But then I guess most of these Super-hero and Transformer GI Joe boytoy movies will not give much breadth to female roles. So what is left to Jolie to try and make a dent? A spy action thriller like Salt.
    Kudos to Angelina and I hope Salt does great.

  19. CaptainZahn says:

    “She would not be able to gain weight in her lower apendages without gaining quite a bit of weight that would be unhealthy and also to movie-goers, not up to their model-thin standards in her face and in her core body.”
    Bunk, I say! Bunk! 😉
    Jolie is just plain too thin, and she started getting that way after her mother died. She was curvy and lovely (and far from unhealthy) back when she did Gia and Tomb Raider.
    I don’t see how it would be unhealthy for her to gain some weight in her face, along with everywhere else. Women with a bit of meat on their bones tend to age better.
    I was afraid that her arms would break off every time she lifted a gun in Wanted.
    http://www.moviepicturedb.com/picture/1b3cad42?qid=1
    http://www.homunculus.com/pulpit/angelina-jolie-63321.html

  20. jammer69 says:

    I refuse to see another Angelina Jolie movie until she fattens up a bit.
    http://www.zimbio.com/pictures/Awp57nHR6fX/Angelina+Jolie+Filming+Salt+NYC
    HEY CAPTAIN ZAHN! Listen to the reviews from NPR! It’s great. From both of them.
    I know I was so excited to see it (and yes a stupid movie lover as well) that I went and bought a ticket to “Destructable Me” over a week ago thinking that the line was for Salt. Stayed in that film for an hour … wasn’t bad. But sure is not going to be like the opening for Salt.
    Skinny or not … she is going to open this flick BIG!
    YEAH Angelina! Keep going .. skinny arms or not.

  21. Triple Option says:

    Not only does she not look healthy but it diminishes from the believability of her films. She doesn’t look like she could knock down Aunt Bea if she jumped off the top rope let alone some 6

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