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Topic: Fox Ships Hide and Seek Without Final Reel
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Jeffry L. Johnson
Jedi Master Film Handler

Posts: 809
From: Cleveland, Ohio, USA
Registered: Apr 2000
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posted 02-11-2005 12:30 PM
Hide and Seeking publicity
quote: Hide and Seeking publicity Three days before the new thriller Hide and Seek opened last week, Twentieth Century Fox revealed that each print of the film would be delivered to theaters without its final reel, which would later be hand-delivered by armed security guards. The stunt was intended to hype the alleged shocker at the movie's end.
"I love the idea of weapons at our screenings," says a rep at Allied Advertising, which promoted the movie in Cleveland.
Of course, it's occasionally more fruitful to stage publicity stunts so that the public is actually aware of them. Since moviegoers tend not to swarm the parking lot to see what the FedEx guy is delivering, the armed guards elicited slightly less than a shrug from local audiences.
But the Loews theater at Richmond Town Square did Fox one better: Two minutes into last week's sneak-preview, the theater lost all power, leaving the packed house in darkness. Everyone was sent home, and thus the film's climactic finish -- as well as the 100 or so minutes leading up to it -- remained a secret.
"Now my curiosity's killing me, I have to be honest about that," says Debbie Frinizia of Chesterland, who attended the near-screening.
Mission accomplished, Fox.
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