PR PLAY OF THE WEEK: Woody plays into DreamWorks plan

HOLLYWOOD, CA: Rational adults are so overwhelmed when they meet

him that they almost pass out, according to Anderson Jones, E! online's

movie correspondent.

"These are grown men and women; people who have met Tom Cruise and Brad

Pitt," Jones marveled. The object of their admiration is neither of

those screen gods, but Woody Allen: the skinny, bespectacled filmmaker

and actor who has simultaneously entertained and eluded the public and

press throughout his career.

DreamWorks, producers of his latest movie, The Curse of the Jade

Scorpion, devised an ingenious way to publicize the film, and to bring

Allen a bit closer to his fans, earning DreamWorks a PR Play of the


Allen plays clarinet weekly with a jazz group in New York, but had never

before played on the West Coast. DreamWorks proposed a press junket

combined with a jazz tour of three cities: Los Angeles, Seattle, and San


Proceeds from the shows were donated to local nonprofit music


The result has been massive media coverage, including an interview with

Katie Couric on the Today show, a feature on CBS News, and countless

print articles.

Intimate screenings with limited press invited were held in offbeat

locations, including Hollywood night spot Musso and Franks in Los

Angeles. "You felt like you've gotten an intimate moment with the

actors," Jones said. "You wish other studios would work as hard." PMK

handles Allen's personal publicity.

Diana Loomis, the head of national publicity for DreamWorks, said that

Allen's jazz shows were sold out in a matter of hours. "We thought that

this would be a good way to make him accessible," she said. "He's been

around a long time, but we wanted to introduce him to another


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in