Marketing 'This Is It'

Time magazine dissects Sony's marketing strategy for the Michael Jackson documentary This Is It, including the fact that the film is only available in theaters for a limited run and the fact that no critics have seen the film. Time reports:

"This is a testament not only to Jackson's worldwide appeal and the outpouring of grief around his death but also to the marketing of this movie, which has been straight out of a business-school demo," says Steven Gaydos, executive editor of Variety. Sony spokesman Steve Elzer says the many features of the movie's release have created a "unique cinematic event."