CATEGORIES Drama, Gay & Lesbian, Romance, Focus Features, Newsstand, Movie Marketing, Politics, Movie News, CinematicalThough every conversation about Brokeback Mountain these days inevitably includes some discussion of how that damn homophobia (as opposed to, you know, the movie's quality) cost it the best picture Oscar, the reality of the situation is that audiences in the US are incredibly open to homosexuality in the movies, at least when compared to their counterparts in Latin America. Advertising in that region is carefully avoiding the gay elements of the film, and focuses instead on the awards (at least in Mexico, the release date was pushed back to follow the Oscar ceremony) it has received, as well as the general idea of romance. Additionally, based on a recommendation by Focus Features, Videocine, the film's Mexican distributor, is not advertising the movie in gay publications.
Now, while I understand that a conservative society might be troubled by Brokeback's content, it's a little unclear to me why tricking audiences into seeing the movie is a good idea. Well, actually, it's totally clear, just evil - even people who run screaming into the lobby at the first sign of manlove paid for a ticket, which is the bottom line for distributors. But why not advertise in gay publications? Readers will be interested in the movie, and it's not as if those who are opposed to homosexuality would be flipping through Out, see an ad, and decide not to see the movie.
If any readers wander in from Latin America, it'd be great to hear some first-hand reports of how the movie is being both advertise and received where you are.