The Hindu Business Line : Women to keep date with <B><I>Maid in Manhattan </B></I>

FILM studios like to plan big film releases around Diwali or Pongal (in the South) for the hype and audience interest. But perhaps Indian studios can take a leaf out of the books of Hollywood studios, which don't look just at the big holidays like Fourth of July, Thanksgiving and Christmas, but also smaller dates that can help attract wider audiences through smart positioning, and marketers who are looking for less clutter.

This practice has been adopted quite successfully in India, as well: so for International Women's Day on March 8, Columbia TriStar Films of India is launching the Jennifer Lopez-starrer, Maid in Manhattan.

The romantic comedy from Revolution Studios is the story of a single mother who dreams of a better life while working as a housekeeper in a ritzy Manhattan hotel. A case of mistaken identity involving one of the guests — Ralph Fiennes, who plays a rising politician — brings her close to this life.

The film was shot in the famed Waldorf-Astoria Hotel on Park Avenue, apparently one of the few Manhattan hotels that was large enough to accommodate a film crew without interfering with its day-to-day operation.

The film has a limited 20-print release in English across the country. It has several regional and national marketing tie-ups, including Signature Whisky, Pantaloons, Café Coffee Day, HDFC Bank and Radio City.

Activities around the movie started well in advance, when it was used as a peg for Valentine's Day with promotions like "tell your own love story" for tickets. There have also been SMS contests, and MIM contests that are targeted at the youth, as this is a classic "date movie."

In addition, Columbia TriStar has organised special screenings of the film for women-only audiences in Mumbai; invitees include women from advertising and communications firms, media and entertainment companies, and banks and consultancies.

"We felt that this might be something interesting as one hasn't really heard of an `only women' screening," Roy said. "And, it being the international women's week, it's just a way of making women feel special."

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