The latest spot in a campaign promoting the 2010 MTV Movie Awards on June 6 broke today (May 27), deploying star power with actor/comedian Aziz Ansari (Parks and Recreation, Funny People) who is awards show emcee, Jeremy Renner who offers a tongue-in-cheek reprise of his Oscar-nominated role as a maverick demolition expert in The Hurt Locker, and pop music star/teenage hearthrob Justin Bieber.
Directed by Evan Silver and produced by Kris Walter of MTV on-air promos, all five spots in the comedy campaign are running globally on TV, in movie theaters and online.
In The Hurt Locker/Bieber spot, we see Ansari in his living room watching the Best Picture Academy Award winner on TV, with Bieber behind him in the kitchen munching on potato chips. Ansari explains that MTV hooked him up with the newest movie watching technology–“4D,” which is indeed leaps and bounds beyond 3D as we see Renner in Ansari’s cramped living room, performing a famous scene from The Hurt Locker. Renner tries to disarm a bomb only to be disturbed by Bieber’s chomping on potato chips. Renner has no idea who Bieber is–at least that’s the actor’s claim which turns out to be defused by an ill-timed cell phone call.
Other spots in the campaign include another “4D” screening of The Hurt Locker in Ansari’s home, this time with guest Kristen Bell (Forgetting Sara Marshall), as well as promos in which celebs all help to answer the query, Who is Aziz Ansari?
In yet another promo, “Let’s Go To The Movies, which is running on TV and in movie theaters, Ansari encourages the audience to come to the movies with him while the classic “Let’s Go To The Lobby” song starts up. Ansari walks right past a movie theater and into his apartment where he proceeds to illegally download a movie. A few moments later he gets a surprise visit from a very anxious gun toting SWAT Team.
In addition to directing the spots, Silver served as art director for MTV on-air promos, part of a creative team which also included producer Kris Walter, executive creative directors Kevin Mackall and Amy Campbell, writer Aziz Ansari, editor Tiffany Burchard at Edit No 6 with VFX by Mark Szumski at Click 3X.
“Captain America: Brave New World” Tops Weak Weekend At The Box Office
"Captain America: Brave New World" kept falling but still hovered above all others at a weak weekend box office.
The latest Disney-Marvel offering brought in another $15 million according to studio estimates Sunday, when most of Hollywood's attention was on the Oscars.
The Anthony Mackie-led "Captain America: Brave New World" opened strong at about $120 million on a three-day weekend last month, but plunged to $28.2 million last week in one of the most significant second-week drops for a Marvel movie. It's earned $163.7 since its release.
It was slammed by many critics and audiences, failing to bring the Marvel reset some had hoped for. That task now falls to May's "Thunderbolts" and July's "Fantastic Four: First Steps." But "Captain America" will face little competition through March, and could remain at No. 1 for a while.
The weekend's only significant new release, Focus Features' "Last Breath," earned just $7.8 million. The based-on-a-true-story adventure starring Woody Harrelson, Simi Liu and Chris Lemons is about a routine deep-sea diving mission that goes terribly wrong when a young diver is stranded some 300 feet below the surface.
It got strong reviews, with Lindsey Bahr of The Associated Press praising the "white-knuckle experience" and "pure suspense and anxiety" it brings.
At No. 3 was Oz Perkins' "The Monkey," which brought in $6.4 million for a two-week total of $24.6 million. It's among the strongest openings for indie distributor Neon, whose film "Anora," and its director Sean Baker could make a major mark at the Oscars later Sunday.
"The Monkey" marks another successful low-budget collaboration between Perkins and Neon, whose "Longlegs" brought in $126.9 million globally last year.
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