Bringing humanity to the wireless industry is a tall order. But up to the stature-challenged scenario is Publicis & Hal Riney, San Francisco, with “Fish,” which creates on dry land an open-air aquarium replete with giant fish balloons, and a generous sprinkling of bubbles and sound effects.
We see fish floating down a street, a building yields a giant octopus, a car becomes coral as people look about in amazement. It’s a deep see adventure on terra firma.
“The world is full of things to share,” relates a voiceover as the floating parade turns into a block party. “That’s why only U.S., Cellular has free incoming calls, text and pics.”
Garth Davis of bicoastal Anonymous Content directed “Fish.”
The Publicis & Hal Riney team included chief creative officer Roger Camp, associate creative director/art director Rich North, associate creative director/copywriter Adam Koppel, sr. VP/director of integrated production David Verhoef and producer Sara Krider.
Dave Morrison was exec producer/head of commercials for Anonymous, with SueEllen Clair as head of production and Karen Sproul as producer. The DP was Ellen Kuras.
Tentacle artist was Filthy Luker.
The Mill, Los Angeles, handled post and visual effects. Lead VFX/Flame artist was Bill Higgins with Mike Plescia as Flame artist and Stefan Coory as shoot supervisor. Sue Troyan exec produced for The Mill with Krystina Shales serving as post producer.
Kirk Baxter of Rock Paper Scissors, Santa Monica, was the editor.
Colorist was Matt Turner of bicoastal Company 3.
Music house was Level 2 Music
Jeff Fuller of Eleven, Santa Monica, was audio post mixer.
“One of Them Days” and “Mufasa: The Lion King” In Tight Race For Top Spot In Weekend Box Office
The Keke Palmer buddy comedy "One of Them Days" opened in first place on the North American box office charts on a particularly slow Martin Luther King Jr. holiday weekend.
The R-rated Sony release earned $11.6 million from 2,675 theaters, according to studio estimates Sunday, beating Disney's "Mufasa: The Lion King" by a hair. By the end of Monday's holiday, "Mufasa" will have the edge, however.
"One of Them Days" cost only $14 million to produce, which it is expected to earn by Monday. The very well-reviewed buddy comedy stars Palmer and SZA as friends and roommates scrambling to get money for rent before their landlord evicts them. Notably it's the first Black female-led theatrical comedy since "Girls Trip" came out in 2017 and it currently carries a stellar 96% rating on Rotten Tomatoes.
But the marketplace was also quite weak overall. The total box office for Friday, Saturday and Sunday will add up to less than $80 million, according to data from Comscore, making it one of the worst Martin Luther King Jr. holiday weekends since 1997.
"For an individual film like 'One of Them Days' this was a great weekend," said Paul Dergarabedian, the senior media analyst for Comscore. "You can still find success stories within what is overall a low grossing weekend for movie theaters."
The Walt Disney Co.'s "Mufasa" was close by in second place with $11.5 million from the weekend, its fifth playing in theaters. Globally, the Barry Jenkins-directed prequel has made $588 million. It even beat a brand-new offering, the Blumhouse horror "Wolf Man," which debuted in third place with $10.6 million from 3,354 North American theaters.
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