An insider at the L.A. TImes confirmed that the paper received in the ballpark of $700,000 for the four-page spread that acted as the front page.
The ad was the subject of much chatter at the annual Publicists Guild luncheon, where even publicists wondered if this sort of stunt could work over time.
“At first I thought it was the actual front page, and I called my staff to ask if there was a printing error,” said one studio veteran from a non-Disney company. “I wasn’t happy to see that at 5:55 am before my coffee. I don’t want to be seeing that mixed with my serious news, and it’s not as if the movie needs the push.”
Others wondered if future front-page ads would have similar impact, since readers would be wise to the gig from now on.
But mainly, it turns out that even publicists want to see news on the front page of their newspaper.
De momento, esto es visto como una patología. De continuar y extenderse, puede ser visto como una desgracia. Mal de muchos, epidemia, dice el vulgo.