It looks as though we will be seeing a lot of Nine promotion on ABC. The Weinstein Company, still struggling to stay above financial waters it seems, has signed a pact with Disney/ABC Unlimited to pepper the high-profile Rob Marshall musical all over ABC television, whether it’s applying the song “Be Italian” (from the “Nine” musical) into Dancing With The Stars (matching dress ensembles included) or name-dropped in day-time soaps.
Disney will also offer a road block-style trailer on ABC and the majority of ABC/Disney own cable channels on November 22nd. ABC.com is even devoting a microsite to the film on the master Web site, “streaming of the movie trailer and a half-hour “Making of ‘Nine'” special.” [Variety]
This harks back to the way TWC handled the release of Inglourious Basterds, splitting the work with Universal, forfeiting most of the international take to the big studio.
While it’s a smart, “hedge you bets” kind of move that worked in the case of the $300 million grossing Basterds, it’s still a bet that may not pay off. But TWC and Disney are covering all media bases, from TV to Internet. “The audience is not just watching TV,” he said. “There’s a fragmentation. They’re also online, they’re accessing shows on Blackberrys. This allows us to say, this is the depth of programming we want to access. We want to go after audiences on several fronts,” said Francois Martin, senior vice president of marketing at the Weinstein Co. [Variety].