LOS ANGELES: MGM is hitting the streets with an urban marketing campaign to create buzz for the upcoming John Travolta film Be Cool.
With the help of LA-based entertainment communications and marketing shop Fireworks Productions, the studio launched a 10-market grassroots campaign to promote the film February 7th, and will continue through March 7th. The film debuts the first week of March.
Street teams will canvas nightclubs, bars, and community gathering spots, such as barbershops, to talk up the movie and pass out film-related items, including a compilation CD.
"We're trying to reach 21-30-year-old urban consumers," explained Fireworks president Jon Moore. "The movie is basically about the music industry and some of the seedy sides of it, so its really going to hip-hop consumers and the younger generation. It's more peer-to-peer."
The sequel to 1995's Get Shorty, Be Cool once again follows Travolta's Chili Palmer as he makes his way through the urban music industry. The film also stars Uma Thurman, Vince Vaughn, and Cedric the Entertainer.
Fireworks has also helped to integrate an online campaign that plays off a pawnshop in the film. Street teams will pass out pawnshop tickets, which can be used to win prizes online. The firm is also doing media outreach around the campaign.
Fireworks worked on buzz campaigns for Legally Blonde 2 and Training Day, as well.