MEXICO CITY -- Fox Mexico's unique marketing campaign behind The Happening has some here thinking the M. Night Shyamalan thriller contains scenes filmed in Mexico.
That's because Fox Mexico has altered the poster to give it a local flavor. The original poster depicts a line of abandoned cars on a two-lane highway leading to a U.S. city on the horizon. The Mexican one-sheets, in contrast, show a similar scene with backdrops of emblematic landmarks in Mexico City, Guadalajara and Monterrey, the nation's three largest cities.
Fox Mexico director Juan Carlos Lazo said the strategy is generating buzz in the heat of the summer blockbuster season, as Happening gears up to compete against such Hollywood tentpoles as "Indiana Jones and the Kingdom of the Crystal Skull" and The Incredible Hulk.
"The first phase of the campaign was to draw attention, and it is working," Lazo said.
But might some viewers be misled by the iconographic Mexican imagery?
"We have gotten questions if some scenes were filmed here, but it's clear that this is a foreign film when one sees the names of the director and Mark Wahlberg on the poster," Lazo said.
That's because Fox Mexico has altered the poster to give it a local flavor. The original poster depicts a line of abandoned cars on a two-lane highway leading to a U.S. city on the horizon. The Mexican one-sheets, in contrast, show a similar scene with backdrops of emblematic landmarks in Mexico City, Guadalajara and Monterrey, the nation's three largest cities.
Fox Mexico director Juan Carlos Lazo said the strategy is generating buzz in the heat of the summer blockbuster season, as Happening gears up to compete against such Hollywood tentpoles as "Indiana Jones and the Kingdom of the Crystal Skull" and The Incredible Hulk.
"The first phase of the campaign was to draw attention, and it is working," Lazo said.
But might some viewers be misled by the iconographic Mexican imagery?
"We have gotten questions if some scenes were filmed here, but it's clear that this is a foreign film when one sees the names of the director and Mark Wahlberg on the poster," Lazo said.
- 6/13/2008
- The Hollywood Reporter - Movie News
MEXICO CITY -- Juan Carlos Lazo has been promoted to head up 20th Century Fox Mexico, the distributor announced Wednesday. He replaces Jose Juan Hernandez, who resigned as managing director in October to pursue personal projects.
Previously Fox Mexico's marketing director, Lazo will report to Eduardo Echeverria, senior vp Fox Latin America. In addition to his new responsibilities, Lazo will continue to oversee marketing operations.
Previously Fox Mexico's marketing director, Lazo will report to Eduardo Echeverria, senior vp Fox Latin America. In addition to his new responsibilities, Lazo will continue to oversee marketing operations.
- 11/15/2006
- The Hollywood Reporter - Movie News
MORELIA, Mexico -- Jose Juan Hernandez, who headed up 20th Century Fox Mexico for more than nine years, has exited the company. Hernandez resigned for what Fox Mexico spokeswoman Christina Inman termed personal reasons. Fox senior vp Latin America Eduardo Echeverria said in a statement Wednesday that a replacement will be announced soon. Marketing director Juan Carlos Lazo, second in line at Fox Mexico, was meeting with executives in Los Angeles this week. Industry sources said Lazo could take over Hernandez's post as managing director.
- 10/18/2006
- The Hollywood Reporter - Movie News
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