That's where Joe Nimziki comes in. Formerly exec VP-worldwide advertising for MGM Distribution Co., where he helped revive the studio's James Bond franchise, Mr. Nimziki has joined New Line not solely in an advertising role but as president of marketing.
DRIVEN BY CREATIVE
"Marketing is more creative-driven," said the 34-year-old executive, who had previous stints as VP-creative director for West Hollywood-based entertainment boutique Cimarron Bacon O'Brien and senior VP of creative advertising at Columbia Pictures. "There's an overall feeling that let's start with [the movie poster] or trailer. [But everything] stems from how to position the film."
"I wanted someone who would get it, especially in marketing to young adults as we do," said Bob Friedman, co-chairman of worldwide marketing at New Line Cinema and president of New Line Television. "There is so much clutter in the marketplace. I can be assured with Joe we are going to cut through."
New Line liked Mr. Nimziki's work on MGM's "The Bird Cage," where Mr. Nimziki "really created a friendly environment for the movie," said Mr. Friedman.
That assignment "was tough," admitted Mr. Nimziki. "You had a gay movie that was trying to sell in a mainstream way. And you had Robin Williams as a more serious character, not his usual funny self."
Also significant in Mr. Nimziki's past work is his movie trailer for "GoldenEye."
Around that time, there was much anticipation about which actor would be the new James Bond. In the trailer, an unknown person against a dark background was shown spelling out the movie's name with shots from a gun. Then, the new Bond -- actor Pierce Brosnan -- was revealed, saying: "Were you expecting someone else?"
"From that moment on, it got theaters excited, and everything else fell into place," Mr. Nimziki said.
New Line will need to work more marketing magic soon. The studio has some marketing challenges to contend with, including the recently opened "Drop Dead Gorgeous" and the upcoming "Detroit Rock City."
"They are not slam-dunks from a marketing point of view," said Mr. Nimziki. "Neither of these films has big stars."
Also, he added, "Detroit Rock City" is an R-rated teen-age movie, which always means a tough creative advertising sell.
The secrets to film marketing, said Mr. Nimziki, stem from finding one specific message -- even if the movie hasn't lived up to its potential.
"You try to position the film as 'what should this film have been?' " he said. "And then make it look smart, or sexy or whatever. In marketing a fill, I'd like to know what the spark was to create it."
And he knows where the fires are started. He has been a writer, producer and director of movies and, as part of his deal, has an option to write and direct