Read this article by The New York Times' Brooks Barnes about the Special Cliffhanger Edition screenings of Toy Story 3 (the first 65 minutes of the movie) for college and university students across the United States. The piece goes into the reasoning behind the unconventional marketing strategy.
Lee Unkrich and others at Pixar and Disney are said to have had some reservations about screening only part of the film initially. But the idea was intriguing to John Lasseter and new Walt Disney Studios chairman Rich Ross. Says Ross: "Today people in that age group [18-24] are less concerned about 'finished' — they love to see the process". Two words: right on.
Mark my words, the cliffhanger screenings are going to pay off for Disney on opening day. The tactic is getting thousands of young adults talking about Toy Story 3.
Read the article online at the New York Times website.