Paramount, expanding ways to reach awards voters, got interactive Monday with a bi-coastal launch of its Oscar-bait drama Flight, including a special screening and Q&A in New York beamed to four Arclight theaters in the Los Angeles area and another in San Francisco for invited guild members and press. Taking place the day after the film’s world premiere as the closing-night attraction of the 50th New York Film Festival, director Robert Zemeckis, writer John Gatins and several cast members including John Goodman, Don Cheadle, Bruce Greenwood, and Melissa Leo took part in the interactive post-screening Q&A that featured tweeted questions from the California venues and live queries from the NY crowd — many industry-voter types. Paramount clearly found a nice way to expand its Big Apple premiere, and it went off almost without a hitch. Almost.
The only downer for the studio was jettisoning the scheduled appearance of Flight star Denzel Washington, who was in attendance for the premiere Sunday night. He “was taken ill” according to the announcement at the outset of the Q&A, followed by audible groans from the audience. For the money being spent on this, as well as its awards launch, losing Denzel had to be a big disappointment for the studio. Still, the rest of this digital-age awards event went off without a hitch with premium network Epix teaming with Paramount to stage the interactive, multi-city event.
Other companies have begun doing this sort of thing including The Weinstein Company, which staged a couple of live interactive events like this last year with Meryl Streep among others. But the major studios, more bottom-line-oriented and not usually on the front lines of new Oscar campaign techniques, are suddenly jumping on board if recent activity is an indication. Last week, Disney/DreamWorks staged a “Conversation With Steven Spielberg And Daniel Day Lewis” following a nine-city screening of Lincoln at which audience members (mostly students) in those cities were able to text questions to the same AMC Lincoln (appropiate name) Plaza theatre that hosted today’s Flight screening. In the past, most awards-season guild screening Q&As (and they number in the hundreds) were simply for the audience that showed up and not usually even taped. (more…)