Spring Breakers Gives Hollywood a Lesson in PR 101
March 19, 2013 Leave a comment
The LA Weekly wrote that Harmony Korine’s Spring Breakers is like Godard meets Girls Gone Wild. The review starts with Jean-Luc Godard’s famous quote “All you need to make a movie is a girl and a gun.” That quote’s not far off the mark. I’ve read and heard quite a few reviewers make the Girls Gone Wild comparison, although that particular series ended up with a crash and burn scenario. But where Spring Breakers is gaining most of its coverage is due to the casting. And in this case it’s not so much that the names carry such weight, but that it’s a film in which a slew of Disney-esque squeaky clean pre- teen idols turned bad… really bad. Vanessa Hudgens, Selena Gomez and Ashley Benson turn their good girl images on their preverbal heads. That is the real buzz behind Spring Breakers and what’s causing the media frenzy. It would have probably received a fair amount of coverage with James Franco and a cast of sexy half- naked gun totting actresses, but it’s the image shift of these particular actresses that has commanded such media attention.
Either Korine is simply incredibly lucky, or this was a very well thought out bit of casting that he understood would be the engine to fuel his PR onslaught once the film was released. I think we can dismiss the luck theory. He’s no slouch when it comes to savvy marketing, although this will be his first film to truly break into the mainstream. And that can primarily be traced to his savvy casting.
Regardless what you think of the acting, the story, the direction, or the film itself, there is quite a lot to be learned here from a PR perspective. This is a perfect example of how a few choice decisions can drive the marketing of a film. Spring Breakers is generating enough media heat to fuel its sales in a big way. So the question is, will audiences pay $10 or more to watch Selena Gomez and other good girls go bad? You bet they will.
Copyright © Anthony Mora 2013
FameFlynet Inc. “51020722 Stars attend the Rome premiere of ‘Spring Breakers’ on February 22, 2013 in Madrid, Spain. Stars attend the Rome premiere of ‘Spring Breakers’ on February 22, 2013 in Madrid, Spain.” Photo. imnotobsessed. 23 Feb 2013. 19 Mar 2013. <http://imnotobsessed.com/2013/02/23/vanessa-hudgens-selena-gomez-ashley-benson-rachel-korine-spring-breakers-premiere-in-italy/spring-breakers-rome-premiere-4/>