IFC Films has launched anovel long-lead marketing strategy for Lars von Trier's Manderlay by offering the first 10 minutes of the filmexclusively for iPod users.
The clip will becomeavailable on Nov 18 as the distributor aims to generate world of mouth on thesecond instalment in the Danish enfant terrible's USA Trilogy before the Feb 3theatrical release.
IFC Films set up theinitiative with New York-based Mammoth Advertising, whose client rosterincludes The Weinstein Company, THINKFilm, Palm Pictures, ICM and The SamuelGoldwyn Company.
"Like Apple, Lars von Trieris at the forefront of innovation and we have planned a series of uniqueinitiatives leading up to the release of Manderlay on February 3rd," IFC's vice president of marketingRyan Werner said.
"It is essential that wecontinue to explore fresh concepts to promote film," IFC president JonathanSehring added. "The industry continues to adapt, from collapsing windows, today-and-date initiatives, both of which we are aggressively establishing."
Manderlay stars Bryce Dallas Howard, Danny Glover, WillemDafoe, and Lauren Bacall and takes place in the American South in the late1930s when a young woman strives to liberate workers on a slave plantation.