By Published on .

X-panding to 3 `Premiere' covers

Premiere's X-ellent adventure for this summer comes with its July issue, featuring three "collector's edition covers" tied to 20th Century Fox's "X-Men" flick. Hachette Filipacchi's movie mag created its first split-run cover last summer for "The Phantom Menace," but according to Editor in Chief Jim Meigs, "We're not trying to do a collectible cover just to do it. You've got to strike a balance. You want to expand your audience by bringing in the hard-core cultist but also do a story on a filmmaking issue." Such is the goal with every Premiere cover, however. "Every cover should work for your core [movie] audience and expand you into another direction," Meigs says. Premiere boosted its pressrun by nearly 10% for the "X-Men" issue. The $75 million movie inspired by the 37-year-old franchise of Marvel Comics hits theaters July 14. Premiere spent two days shooting the actors, and in case you're wondering, it took Rebecca Romijn-Stamos (on top cover), who plays the shape-shifting Mystique, 10 hours with makeup artists to achieve her blue, scaly state of undress.

Harding assault is downer for Zoloft

Skating bad girl Tonya Harding isn't exactly a marketer's dream, so imagine the cringing at Pfizer last week when Harding's appearance on CNN's "Larry King Live" revealed she's taken Zoloft since 1996 and the antidepressant may have played a role in her assault on her boyfriend in February. Harding said a mixture of Zoloft, painkillers and alcohol made her delusional: "I was not really in the right state of mind, and I had believed at the time that he had pushed me to the ground, and so I punched him to get away from him." Luckily, Harding took full responsibility for the unsafe combination and said she'll no longer mix booze with Zoloft. Wonder if the staff at new Zoloft agency Deutsch, New York, caught the show? No doubt Harding won't be doing commercials for them, but what about King, who didn't say whether he's taken the drug but seemed unusually informed and excited about it? "Zoloft is a wonderful medication," he enthused on his show. "There's no doubt about that."

Champagne for 1? Snap bubble Pop

The younger crowd won't need to find someone to share a bottle of bubbly with, thanks to Pommery. The French vintner is introducing in Europe Pop, single-serving champagne targeted to young, hip imbibers. DDB Worldwide, Paris, this month breaks a print campaign in youth-oriented, counterculture magazines for the single-serving bottled champagne. Ads feature a seductive young woman drinking Pop through a straw. Industry experts advised Pommery that clubgoers would be tempted to choose champagne over bottled beer if offered a single-serving size. Champagne through a straw? Champagne as an alternative to beer? It's enough to pop Adages' cork.

Got an Adage? Tell Dan by phone, (312) 280-3109; fax, (312) 649-5331; or e-mail, [email protected]

Most Popular