Focus going for 'Broke'
Banner bets on frank promos, fests to build audience
Nonetheless, the early marketing efforts for "Brokeback" -- a trailer began running over Labor Day before Focus' "The Constant Gardener" and other pics -- have put the relationship between the characters played by Jake Gyllenhaal and Heath Ledger up front and center.
"It wasn't much of a decision," says Focus co-topper James Schamus, who produced the pic with Diana Ossana. "If someone is upset about (the gay love story) it's their problem. We really, truly don't care."
Back in 1992, the transgender element of "The Crying Game" was guarded as a plot twist by Miramax. But in 1998, "Boys Don't Cry" was upfront with the story of excruciating homophobia Hilary Swank's character faced.
With "Brokeback," which will similarly get a strong Oscar push, Schamus says the Venice honor, as well as strong notices and word of mouth out of both the Toronto and Telluride fests, have made selling "Brokeback" to a broader audience an easier task.
While there may be parts of the public that are uncomfortable watching a homosexual love story, "Brokeback" is looking to impress auds who are looking for quality films.
"It's great because we needed to expose the film for what it was before stereotypical notions of it got locked in place," Schamus says. "To be able to appear at these early fall festivals helps us to shift discussions from all these preconceptions to the movie itself."
