Building A Film’s Support From The Boards Up

“Even in seen-it-all Hollywood — which never fails to pull out the stops in a quest for Oscar gold — one publicity campaign in particular stands out this year. DreamWorks has been building support for its Oscar-gunning adaptation of the stage musical ‘Dreamgirls’ by paying licensing costs for any noncommercial theatrical organizations (high schools, colleges, community and youth groups and other groups) that wanted to stage the musical.”