Peter Bart: As Disney Breaks All The Rules With ‘Hamilton’, Are Summer Movie Launches Still Viable?
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deadline.comPeter Bart Editor-At-LargeIt’s real but surreal: Hamilton, the hottest show of its generation, opens Friday as a streamer! There’s no giant launch party, no massive media campaign.
This will not be My Fair Lady time revisited.But the “non-event” is an appropriate metaphor for the challenges facing Hollywood in launching “new” product to a comatose pop culture.
Disney paid $75 million for the rights to Hamilton, with Bob Iger leading the negotiation –and then the renegotiation, when Disney decided to back off a theatrical release.This is exactly that moment of summer, of course, when Hollywood annually props up its tentpoles and mobilizes its Big Spend.
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