LOS ANGELES: Fahrenheit 9/11, Michael Moore's controversial film, will hit theaters on June 25, creating a tight three-week window for the project's PR and marketing campaign.
Last week, Bob and Harvey Weinstein announced they were creating a new company, Fellowship Adventure Group, which is partnering with IFC Films and Lions Gate Films to distribute Fahrenheit 9/11.
The unique arrangement was reached after Disney declined to allow Miramax - owned by Disney and run by the Weinsteins - to release the film, allegedly because of its anti-Bush stance.
The controversy has led to vast media attention, and last month the film won the Palme d'Or at the Cannes Film Festival.
Matt Frankel, VP of PR at IFC, said that the coalition is working out the logistics of how the campaign will be handled. Lions Gate and IFC will oversee much of the marketing effort, and an outside PR consultant will be brought in to help "streamline" it, Frankel added.
Fellowship Adventure Group also has hired ad and marketing consultant Matthew Cohen as marketing director, and brought on Ken Sunshine Consultants to handle PR for the company.