Interview: Mirko Parlevliet

Mirko Parlevliet manages one of the more popular movie sites on the Web at

Mirko Parlevliet manages one of the more popular movie sites on the Web at

Parlevliet and those who run sites like his have become a vital contact for studios looking to ensure a big opening weekend.

He spoke to PRWeek about his evolving relationship with Hollywood and the upside - and down- side - of the summer film season.

PRWeek: Early on, did Hollywood PR people, publicists, and studios not pay much attention to your interview requests or stories?

Mirko Parlevliet: Absolutely. The Internet wasn't a big deal to studios 10 years ago when we started. They really didn't work with us much back then.

PRWeek: How has that changed over the years?

: Studios have really embraced sites like ours. They see the sites as a key component in their marketing of products.

I remember back in the day when studios didn't even want us to link to their trailers. Now, they provide us new trailers every day.

: What makes a movie Web site or blog effective?

: A site should take into consideration the interests of all the people online, not just a certain crowd. We try to cross all genres and different things like movies, TV, and DVDs, so there's something for everyone.

Also, we always try to give our users the option of choosing whether they like something or not, instead of telling them what they should or should not [like].

: What movie release in recent memory benefited the most from an effective PR campaign?

Parlevliet: Spider-Man 3. When it comes to Spider-Man, the folks at Sony know what they're doing.

PRWeek: What opening would have been helped by better PR?

Parlevliet: Evan Almighty. I don't think people thought it was going to be very funny. And probably Sunshine; that deserved a bigger PR effort.

PRWeek: Are there any stars that you think are in need of a good PR person?

Parlevliet: I'm not going to name names; that would be too easy. But I do think some - I say some because we're talking about an extremely small fraction - need to realize what they have compared to others... and live up to it.

I don't think some of these actors or actresses could be helped even by a PR person. They need to figure it out themselves first.

PRWeek: What were the best and worst parts of the summer movie season?

Parlevliet: The best parts would be the amount of big blockbusters. The worst part: the amount of big blockbusters.

Let me explain. I absolutely love the big summer blockbusters - there's nothing quite like them and the excitement they bring. But on the other hand, the market is saturated with them from May through August. It's rare for a movie to even stay at number one for two weeks in a row.

Read more of Parlevliet's movie insights in an extended version at


Name: Mirko Parlevliet


Title: Editor-in-chief

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