I have chosen Mr Nice, a film from Bernard Rose recounting Howard Marks' life, one of Europe's biggest drug dealers in the end of the 60s.
'It's been a long time coming, but the true story of incarcerated drugs smuggler Howard Marks has finally made its way onto the big screen.' Jennifer Trevorrow, LOVEFiLM
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| Howard Marks' photographies |
Release date: October 8th, 2010 (UK)
Director: Bernard Rose (Editor - Screenwriter)
Producer: Luc Roeg
Distributor: Entertainment One UK
Adapted from Howard Marks' autobiography
Music score (composer): Philip Glass
Genre: Comedy-Drama
Starring: Rhys Ifans, Chloe Sevigny
Runtime: 121 minutes
SYNOPSIS
'Howard Marks (Rhys Ifans) was a young Welshman studying at Oxford when he discovered there was something unusual about his dorm room -- it had a secret passageway that led to a storage space used by one of the school's top marijuana dealers. Marks and the dealer struck up a friendship as he became an enthusiastic customer, and a few years later, when plans to bring a large cache of hashish into England via Germany went haywire, Marks stepped in to help and was introduced to a circle of big league marijuana traffickers. Marks quit his job as a teacher to become a full time drug wholesaler, and while his new career cost him his first marriage, it introduced him to Judy (Chloe Sevigny), a lovely woman who became the love of his life. As Marks' business grew, he gained some interesting new associates, including an Irish Republican Army operative (David Thewlis) who knew how to get past customs agents, an intelligence agent (Christian McKay) working on both sides of the law and a wildly eccentric American marijuana kingpin (Crispin Glover).'
Mark Deming, Rovi
PROMOTING & MARKETING
The film has been promoted through teasers in cinemas, teasers on the TV during the advertising.
Posters have been put up on buses, hoardings...
Rhys Ifans, who is playing the role of Howard Marks, is a good friend with the real Howard Marks. This latter asked him to play in the film.
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| Rhys Ifans and Howard Marks at the UK film premiere of 'Mr Nice' at the Cineworld Cinemas Haymarket on October 4, 2010 in London, England. |
As we can see at the end of the video posted by E1EntertainmentUK on YouTube, they created a website for the film.
The slogan dominates the website "Most wanted. Most wasted". It is the catcher, the thing that will stay in people's mind and will arouse the urge for them to watch the film.
Then the game, which advertising is made at the end of the teaser by Howard Marks himself, presented as "Work for Mr Nice, become the biggest online smuggler!" Players have to register, then join Mr Nice on a journey by smuggling packages to different locations on the internet. The competition starts and the best player, or best smuggler, wins a "plane ticket around the world". This game enable the audience to get into the character of Mr Nice and to take part to the process of smuggling !
The website also offers the book, Howard Marks' autobiography; the iPhone App; a link to the real Howard Marks' website (see below for the link).
The website has been funded by UK Film Council.
Credits:
www.mrnice-themovie.co.uk
www.howardmarks.name
www.allocine.fr
www.fandango.com
www.lovefilm.com
www.youtube.com
www.zimbio.com
www.zimbio.com
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