In the midst of a season typically brimming with high-profile movie releases, Hollywood marketers find themselves in a unique and challenging situation. The holiday period usually brings a wealth of star-studded films to promote, but recent dramatic news events have made it difficult to capture the attention of potential moviegoers.

Last weekend, MGM executives expressed disappointment with the second-place opening for "Bandits," starring Bruce Willis. They pointed to the cancellation of Willis's TV appearances on Friday as evidence of the nation's divided focus. The film's $13.1 million opening weekend was below expectations, and MGM attributed this to the outbreak of anthrax contamination in New York and other areas, which led to an all-news mode on TV networks.

Since September 11, the industry has grappled with how to market films in these serious times. Several major releases are scheduled for November and December, including Warner Bros.' "Harry Potter and the Sorcerer's Stone" and "Ocean's Eleven," Disney's "Monsters, Inc.," New Line's "The Lord of the Rings: The Fellowship of the Ring," Paramount's "Vanilla Sky," and Sony's "Ali."

Marketers must navigate the unpredictable landscape, knowing that their carefully planned TV ads, talk show appearances, and press junkets could be canceled or rearranged at the last minute. TV advertisements, which make up nearly 75% of a studio's promotional spending, are a particular concern.

New Line Cinema, for instance, has set December 19 as the wide release date for "The Lord of the Rings." However, news events could still preempt commercial TV programming. Russell Schwartz, New Line's marketing president, suggested that if TV spots are unavailable, they might shift their focus to newspapers and radio. The studio also has a backup plan for the domestic junket, including CD-ROMs and satellite interviews.

At DreamWorks, Terry Press, the marketing head, shifted TV ads for "The Last Castle" to slots tied to news programming and increased the frequency of late-night spots. She noted that the current environment is making it more expensive and challenging to reach audiences. For example, a planned ad during the Emmy telecast had to be scrapped due to the event's cancellation.

Sony faced a similar challenge with the press junket for "Riding in Cars with Boys" on October 7, which coincided with the start of military action in Afghanistan. Despite the unexpected turn of events, Drew Barrymore and the team continued with the junket.

Studios are planning fewer promo junkets over the next few months due to travel issues and talent concerns. For example, Bruce Willis canceled some European commitments for "Bandits" due to safety concerns, and Ben Stiller nixed several appearances for "Zoolander," including a scheduled spot on "Saturday Night Live."

The number of opportunities for promotional appearances is shrinking. NBC's "Today" show has not aired any celebrity interviews since the military action began in Afghanistan. Jonathan Wald, the show's executive producer, explained that the public's appetite for news and information is at an all-time high in the mornings. Steve Friedman, the executive producer of "The Early Show," echoed this sentiment, noting that while they try to accommodate booked celebrities, they must be mindful of the context.

Some in the industry see the actors' reluctance to promote their films as a relief. One studio insider quipped that actors are not well-equipped to discuss serious topics like the fighting in Afghanistan during a junket.

While studios still have some flexibility to adjust their plans, they face significant constraints. Unlike Warner Bros., which successfully delayed the release of "Training Day" by two weeks, most distributors won't have the option to change release dates in the fourth quarter. Jeff Blake, Sony's marketing and distribution chief, emphasized that with five films to market over the next few months, including the biopic "Ali," there is little room to maneuver.

Additionally, studios are being particularly cautious about political correctness. Warner Bros., with its seven major holiday releases, declined to discuss their marketing challenges, citing the importance of the ongoing military action.

This complex and ever-changing environment presents a significant challenge for Hollywood marketers, who must adapt and innovate to reach and engage audiences in these extraordinary times.

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