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An Assist for Weinstein’s ‘Mandela’ | |
(35 minutes later) | |
LOS ANGELES — Harvey Weinstein is a master at using publicity to build buzz around his movies, whether that means ginning up a controversy or concocting a cultural tie-in. | LOS ANGELES — Harvey Weinstein is a master at using publicity to build buzz around his movies, whether that means ginning up a controversy or concocting a cultural tie-in. |
This time the PR came to him. | This time the PR came to him. |
The death of Nelson Mandela on Thursday night eerily coincided with the Weinstein Company’s release of the biopic “Mandela: Long Walk to Freedom.” The film was having its London premiere — attended by two of Mr. Mandela’s daughters — when news outlets first reported his death. And in the United States, some Oscar voters found in Thursday’s mail a “for your consideration” DVD of the film. “Long Walk to Freedom” arrived in four theaters last weekend and will expand nationally on Christmas Day. An ad campaign is in full motion; television spots, for instance, ran during Thursday night basketball on TNT. | The death of Nelson Mandela on Thursday night eerily coincided with the Weinstein Company’s release of the biopic “Mandela: Long Walk to Freedom.” The film was having its London premiere — attended by two of Mr. Mandela’s daughters — when news outlets first reported his death. And in the United States, some Oscar voters found in Thursday’s mail a “for your consideration” DVD of the film. “Long Walk to Freedom” arrived in four theaters last weekend and will expand nationally on Christmas Day. An ad campaign is in full motion; television spots, for instance, ran during Thursday night basketball on TNT. |
As much opportunity as Mr. Mandela’s death gives “Long Walk to Freedom,” it also could complicate plans Mr. Weinstein has for promoting the film, either as a must-see movie or as an Oscar hopeful. A famously unsubtle impresario, Mr. Weinstein has a subtle line to walk: nurturing his investment but not looking as if he were trying to cash in on the death of a beloved historical figure. | As much opportunity as Mr. Mandela’s death gives “Long Walk to Freedom,” it also could complicate plans Mr. Weinstein has for promoting the film, either as a must-see movie or as an Oscar hopeful. A famously unsubtle impresario, Mr. Weinstein has a subtle line to walk: nurturing his investment but not looking as if he were trying to cash in on the death of a beloved historical figure. |
Since Mr. Mandela’s death, the Weinstein Company has turned down requests from theater owners to speed up the release of the film, a spokeswoman said. | Since Mr. Mandela’s death, the Weinstein Company has turned down requests from theater owners to speed up the release of the film, a spokeswoman said. |
Mr. Weinstein said in an email, “Our release plan has not changed from the day we set it in March to now.” | Mr. Weinstein said in an email, “Our release plan has not changed from the day we set it in March to now.” |
Sudden global interest in Mr. Mandela’s life already seems to be helping “Long Walk to Freedom” at the box office. The online ticket seller Fandango.com said advance sales accelerated after the former South African president’s death. | Sudden global interest in Mr. Mandela’s life already seems to be helping “Long Walk to Freedom” at the box office. The online ticket seller Fandango.com said advance sales accelerated after the former South African president’s death. |
And it may also give the film a boost on the Oscar trail. The movie, which was in development for more than 15 years and was ultimately directed by Justin Chadwick, has received sharply mixed reviews. Yet it is a conceivable contender in the categories of best actor, best supporting actress and best song, “Ordinary Love,”by U2. | And it may also give the film a boost on the Oscar trail. The movie, which was in development for more than 15 years and was ultimately directed by Justin Chadwick, has received sharply mixed reviews. Yet it is a conceivable contender in the categories of best actor, best supporting actress and best song, “Ordinary Love,”by U2. |
“Voters only have time to watch so many of these movies,” said Scott Feinberg, a longtime Oscar prognosticator who writes for The Hollywood Reporter. “In terms of motivating Academy members to at least see the movie, this can only help.” | “Voters only have time to watch so many of these movies,” said Scott Feinberg, a longtime Oscar prognosticator who writes for The Hollywood Reporter. “In terms of motivating Academy members to at least see the movie, this can only help.” |
Mr. Feinberg added: “An argument will be made that a vote for ‘Mandela’ will be a vote for the person. I’m not saying that is necessarily legitimate, but I’m certain that argument will be made.” | Mr. Feinberg added: “An argument will be made that a vote for ‘Mandela’ will be a vote for the person. I’m not saying that is necessarily legitimate, but I’m certain that argument will be made.” |
Film historians could not recall a moment of such morbidly uncanny timing. “Nothing, absolutely nothing, comes to mind,” said the author and critic Leonard Maltin. The closest example some cinema historians could offer was the death of Ray Charles a few months before the theatrical release of “Ray” in 2004. | Film historians could not recall a moment of such morbidly uncanny timing. “Nothing, absolutely nothing, comes to mind,” said the author and critic Leonard Maltin. The closest example some cinema historians could offer was the death of Ray Charles a few months before the theatrical release of “Ray” in 2004. |
“Long Walk to Freedom” is just the latest in a string of movies that have explored Mr. Mandela’s life and career. Based on Mr. Mandela’s autobiography and starring Idris Elba, the movie tries to distinguish itself by including some of his early, not-so-positive behavior. Naomie Harris plays Mr. Mandela’s fiery ex-wife, Winnie. | “Long Walk to Freedom” is just the latest in a string of movies that have explored Mr. Mandela’s life and career. Based on Mr. Mandela’s autobiography and starring Idris Elba, the movie tries to distinguish itself by including some of his early, not-so-positive behavior. Naomie Harris plays Mr. Mandela’s fiery ex-wife, Winnie. |
Snarky comments about the timing of Mr. Mandela’s death and the release of “Long Walk to Freedom” immediately began circulating in Hollywood, where Mr. Weinstein’s publicity instincts are both admired and scorned. In an indication of the tightrope he faces, a mini-controversy broke out on Twitter after a blogger, Nikki Finke, tweeted a comment linking Mr. Mandela’s death with the film. | Snarky comments about the timing of Mr. Mandela’s death and the release of “Long Walk to Freedom” immediately began circulating in Hollywood, where Mr. Weinstein’s publicity instincts are both admired and scorned. In an indication of the tightrope he faces, a mini-controversy broke out on Twitter after a blogger, Nikki Finke, tweeted a comment linking Mr. Mandela’s death with the film. |
Some Hollywood insiders have speculated that Mr. Weinstein bought the rights to “Long Walk to Freedom” in February partly because he saw an opportunity in Mr. Mandela’s failing health. “Not at all,” a Weinstein spokeswoman said on Friday. “When we saw the footage, we all fell in love with it.” | Some Hollywood insiders have speculated that Mr. Weinstein bought the rights to “Long Walk to Freedom” in February partly because he saw an opportunity in Mr. Mandela’s failing health. “Not at all,” a Weinstein spokeswoman said on Friday. “When we saw the footage, we all fell in love with it.” |
In a telephone interview, the director, Mr. Chadwick, said marketing for his film would not change based on Mr. Mandela’s death. He left open the possibility that he might add a few words to the end of his film, acknowledging Mr. Mandela’s death, but said that he was leaning toward leaving it alone. | In a telephone interview, the director, Mr. Chadwick, said marketing for his film would not change based on Mr. Mandela’s death. He left open the possibility that he might add a few words to the end of his film, acknowledging Mr. Mandela’s death, but said that he was leaning toward leaving it alone. |
“This film honors his legacy, so I think it stands as it is,” Mr. Chadwick said. | “This film honors his legacy, so I think it stands as it is,” Mr. Chadwick said. |
He said he spoke to one of Mr. Mandela’s daughters, Zindzi, on Friday and asked her, “What do we do now?” | He said he spoke to one of Mr. Mandela’s daughters, Zindzi, on Friday and asked her, “What do we do now?” |
“She told me,” he added, “ ‘Be proud of the film that you made and continue to share it with the world. My father would want that.” | “She told me,” he added, “ ‘Be proud of the film that you made and continue to share it with the world. My father would want that.” |
This article has been revised to reflect the following correction: | This article has been revised to reflect the following correction: |
Correction: December 6, 2013 | Correction: December 6, 2013 |
An earlier version of this article misstated the timing of Ray Charles’s death in relation to the theatrical release of the movie “Ray” in 2004. He died a few months before the release, not a few months after it. | An earlier version of this article misstated the timing of Ray Charles’s death in relation to the theatrical release of the movie “Ray” in 2004. He died a few months before the release, not a few months after it. |