Chapter 12. Finding the Film You Have



Miramax is in the final stages of preparing a major marketing campaign for Cold Mountain and making commitments to buy TV, print, and other kinds of advertising. There’s a lot at stake: the prestige of the studio, its Oscar prospects, and recouping its 100 percent capital investment in the movie. This end of moviemaking has always been one of Miramax’s strengths—acquiring what had traditionally been considered hard-to-market independent, international, and dramatic films, and creatively promoting them into profits at the box office. Movies such as The Crying Game, Il Postino, ...

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