August 30, 2010

In a Hollywood first, Relativity pushing Sparks book a year before the movie (WSJ)

By Wiretap Staff

Nicholas Sparks' new novel, "Safe Haven," goes on sale Sept. 14 and although Relativity, which owns the film rights, doesn't have a screenplay yet, the studio will launch online and print promotions for the book in what The Wall Street Journal notes is a Hollywood first.

"I don't know that this has ever been done before," Sparks told the newspaper. "It's a way for Relativity Media to get out in front in marketing the film, and to build interest and familiarity in the project."

"Safe Haven" is a love story with thriller elements set in a small town in North Carolina.

"His success hasn't abated even in these hard times, and the movies have been a big part of that," Jamie Raab, head of Grand Central Publishing, told the paper.

UTA's Howard Sanders said he specified that the company that acquired the film rights to "Safe Haven" would have to commit to a marketing campaign for the book.

"We wanted the film side to acknowledge Nicholas is a best-selling author and to bring the expertise of movie marketing to support the publishing side," he said.

Richard Pine, another agent, said, "It's smart to start early. Also, they are so confident that the movie is getting made that it's worth their advertising dollars to start now."

Relativity intends to take advantage of Sparks' deep fan base by creating a social community around "Safe Haven."

Strategies, according to the Journal, include hosting a variety of interactive experiences and contests. Prizes may include a walk-on role in the movie and a meet-and-greet with Sparks during production. Fans will also be consulted on their opinions for casting the movie.

Will consumers remember the book by the time the movie rolls out, in the fall of next year at the earliest? Tucker Tooley, Relativity's president of worldwide production, told the Journal it was impossible to be 100% certain, but he thinks he can stack the odds in the project's favor.

"We want to get Nicholas' fans invested in the film early," Tooley said, "and we want to keep them invested through the film's release."