‘Hannah Montana’ signals a sea change in theater-going
Think what you will of the schlockier excesses of the Disney machine’s Hannah Montana franchise — not to over-emphasize my own opinion — but this weekend’s theatrical release of a feature called Hannah Montana/ Miley Cyrus: Best of Both Worlds Concert Tour signals a profound change in the strategy of movie-house marketing.
The opening, including the Tarrant County venues of Rave Motion Pictures, comes during the depths of the annual moviegoing doldrums. It is at once a mass-market release and an exclusive, playing only on 3-D digital-image screens. Rave has the advantage, as one of the first interstate movie-theater companies to effect a total conversion to digital projection.
“The pre-sales are extraordinary,” says Rave’s Jeremy Devine, vice president of marketing, “rivaling sales for the Spider-Man and Harry Potter films.”
Hannah’s target audience is that once-neglected niche of girls on the brink of their teen years. “Niche,” indeed. The outcry of mass appeal is as formidable as it is deafening. Marketing strategists, take note.
But beyond the basic appeal, this concert film foreshadows massive changes in theater programming. In a day when most motion pictures sell deeper on DVD than at the box office, the film-exhibition industry as a class is fidgeting and scrambling, by turns, to come
up with alternatives to conventional
cinema.
The movie-theater experience is undergoing its first genuinely drastic changes since the arrival of talking pictures in 1927. Whatever your appreciation, or lack of same, for Hannah Montana, catch this concert piece. Just so you can say you were there when the revolution began.
‘Amelia Bedelia’ at reading fest
The Amelia Bedelia books, a series of language-for-the-love-of-language literary gems for a juvenile readership, has been perking along since 1963 with nary a lapse.
Author Herman Parish, who inherited the Amelia project following the death in 1988 of primary-source creator Peggy Parish — his aunt — will address a Reading Rocks! program on Feb. 9 at Ridglea Country Club.
No advance word as to whether Parish will bring the amusing literal-mindedness of Amelia Bedelia to the presentation. Distinguishing trait is that the character mis-interprets all figurative expressions in strictly un-idiomatic terms.
The occasion is a benefit for the I Have a Dream Foundation, which provide students at an economic disadvantage with support and encouragement to complete an education.
The 9:30 a.m. to noon event will include brunch service and a performance by recording artist and children’s entertainer Mark “Mr. Mark” Burrows. The tariff is $50 for adults, $20 for children. Reservations: 817-738-0212.
Contemporary Dance/FW
Having become a company-in-residence at the Fort Worth Academy of Fine Arts following a 10-year stretch at Orchestra Hall, Contemporary Dance/Fort Worth has announced a new schedule of class opportunities and public appearances.
Heretofore one of the arts communityÂ’s better-kept secrets as a troupe of high standards but comparatively low profile, Contemporary Dance/Fort Worth is beginning to make itself all the more visible in keeping with the move.
Forthcoming appearances include a ThreeÂ’s Company presentation March 28-29 at Sanders Theatre in Fort Worth; an April 4-6 hitch at DallasÂ’ Bath House Cultural Center; and a May 16-31 collaboration with Stage West in connection with the Fort Worth Opera Festival.
On the Web: www.cdfw.org
Contact Price at mprice@bizpress.net
