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Although “Marty Supreme” has captured the attention of younger audiences with its viral appeal, it’s not the only film making a notable debut this Christmas.
Hugh Jackman and Kate Hudson’s “Song Sung Blue” has taken a different approach, engaging audiences across the heartland of America through a grassroots marketing strategy.
In the film, Jackman and Hudson portray local legends, and their promotional efforts mirror this by focusing on reaching viewers in America’s smaller towns and cities.
The movie draws inspiration from the real-life tale of Mike and Claire Sardina, a struggling musical duo who find joy and success by forming a Neil Diamond tribute band.
For its promotional campaign, Focus Features expanded beyond the usual metropolitan hotspots. While screenings naturally took place in New York, Los Angeles, and major international cities, the film also made stops in places like Memphis, Tennessee; Muncie, Indiana; and Milwaukee, Wisconsin.
Jackman was on hand for the “hometown premiere” in Milwaukee, where the real Mike and Claire formed their “Lightning & Thunder” band — and “The Music Man” star has been doing everything from visiting high schools and scooping ice cream to get the word out about the movie.
“This is a story about a beloved couple from Milwaukee, but it’s also a story about Milwaukee. It’s also a story about towns like Milwaukee all over the world. I could relate to parts of Australia like that,” Jackman told Fox6 Milwaukee at the event. “There’s something about it that’s been incredibly fulfilling.”
In a special hometown touch, the screening was hosted by local reporter Gino Salomone, who actually hired the real Lightning & Thunder to perform at a birthday party back in 1997.
Claire herself was presented with a surprise tribute, a “Song Sung Blue” dedicated bench which will be displayed each year at the Wisconsin State Fair (where she and Mike first met).
Elsewhere in the Badger State, Jackman surprised a group of Wisconsin choir students at Milwaukee High School of the Arts with high-fives, delivering an inspiring message about following their passions, plus a full suite of new musical instruments.
Jackman was also spotted serving up scoops of “Song Sung Blue-Berry” at Kopp’s Frozen Custard in Greenfield, Wis., and taking photos with locals,who lined up for hours to get a glimpse of the “Greatest Showman” star.
Director Craig Brewer brought the party to Memphis, his hometown, where the film was screened ahead of a swingin’ night of Neil Diamond music at B.B. King’s Blues Club on Beale Street.
In Las Vegas, the celebration went even bigger with a special screening at Brenden Theatres at the Palms, spotlighting the city’s famed tribute artists, complete with a show-stopping performance by a Neil Diamond impersonator.
Other cross-country celebrations included a Cleveland, Ohio, collaboration with the Rock & Roll Hall of Fame celebrating Neil Diamond with iconic wardrobe displays; a Nashville, Tenn., pre-reception featuring the Ultimate Neil Diamond Experience and the Twilight Train; and an Austin, Tex., karaoke pre-reception ahead of a screening highlighting local musicians.
Rooted in Mike’s experience as a U.S. military veteran, the movie campaign also partnered with United Service Organizations and the Bob Woodruff Foundation.
Hudson (who was recently nominated for a Golden Globe for her performance in the film) and Jackman have been delighting audiences with drop-in performances of Diamond classics, including impromptu renditions of “Forever in Blue Jeans,” “Crunchy Granola Suite” and “Sweet Caroline” at a NYC bar.
The film has also been celebrated by the likes of Oprah Winfrey, and opens in theaters nationwide on Christmas.
