Miramax Fires Back

Regarding “ ‘Shakespeare’ Ad Blitz Has ‘Ryan’ Returning Fire” (March 8), writer Richard Natale did an excellent job of reporting, with two major exceptions.

First, it was not noted in the story that--in a show of unity--DreamWorks partner Jeffrey Katzenberg and Miramax Co-Chairman Harvey Weinstein were on the phone together when they were interviewed by Natale.

Second, we generally are very reluctant to discuss advertising spending for our movies, but the stunning inaccuracy of Natale’s story in this regard has compelled us to do so.

The story says Miramax spent $15 million “to bolster its chances for an Academy Award.” While this sensational number makes for a splashy headline, it is off by a factor of 500%.

To be clear, our Oscar campaign (including trade ads, publicity, talent, travel, videocassettes and screenings) came in for slightly less than $2 million. In addition, we bought consumer newspaper and spot television advertisements in New York and Los Angeles for another $1 million. (This spending served the dual purpose of creating academy awareness and selling tickets in the more than 100 theaters in these two markets.) All of this must be distinguished from the national ad buy that is running concurrently, which is solely designed to sell tickets to moviegoers nationwide for the only best picture nominee that continues to accumulate a significant box office.

MARK GILL

President, Miramax/LA

MARCY GRANATA

Executive vice president,

marketing and publicity,

Miramax Films