The Buzz

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He sets young (and older) girls' hearts aflutter, and now he's going to star in "The Butterfly Effect," opening Jan. 23. But New Line Cinema's promotion won't focus so much on current It Boy Ashton Kutcher as the thriller's high-concept plot. Kutcher's mug, though, will appear on millions of sweepstakes tickets that will be doled out late this month. "We're not trying to rebrand Ashton with this promotion," says Gordon Paddison, New Line's exec VP-integrated marketing. "We're setting up what's unique about this movie." The campaign is aimed at snagging a broader and more male audience than Kutcher's core fan base, with street teams in top markets handing out sweepstakes tickets. The same will happen at Loew's Cineplex theatres, where the studio's "Lord of the Rings: Return of the King" opens this week. A code on the tickets sends consumers online to enter to win the movie's soundtrack and other swag. The t ag line for all the promo pieces, : "Change one thing, change everything," is the movie's somewhat weighty theme of cause-and-effect and randomness. "This is not `Dude, Where's My Car?"' Paddison says.
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