The New York Times: 'Fahrenheit' Ads Use the Fuss the Film Is Causing

The New York Times > Movies > 'Fahrenheit' Ads Use the Fuss the Film Is Causing:

"'The most controversial film of the year,' intones the voice-over in some television advertisements. Other print advertisements show Mr. Moore and Mr. Bush holding hands and strolling on the front lawn of the White House, with the words 'Controversy . . . What Controversy?'

The trailer for the film ends with Mr. Bush calling on all nations to do everything they can to stop terrorist killings. Then the camera pulls back, and the viewer sees the president with a golf club as he says, 'Now watch this drive.' The voice-over narration promises 'the true story that will make your temperature rise.'

The documentary, which examines Mr. Bush's actions after 9/11, is already widely viewed by critics as a cinematic roast of the president. If nothing else, the film's constant handmaiden has been a great deal of buzz. But the question that will be answered this week is how hot 'Fahrenheit 9/11' finally turns out to be in the middle of the country, far from the political cacophony on both coasts and its top prize at the Cannes International Film Festival last month.

Tom Ortenberg, president of Lions Gate Films, the independent distributor for 'Fahrenheit,' said that the film was being marketed 'in a totally nonpartisan manner,' despite efforts by many to make ticket sales a referendum on the political mood.
'We're in all 50 states,' Mr. Ortenberg said. 'We're going in red states and blue states and purple states.'"

By FELICIA R. LEE
The New York Times