Controversial Feature Documentary Stirs Up The Marketplace
NEW YORK, June 13 /PRNewswire/ -- It's only an indie film, but the
controversial documentary Your Mommy Kills Animals is entering the crowded,
action-packed summer theaters with its own guerilla-marketing tactics,
having already drawn rave reviews from Variety, the National Post, and
Your Mommy Kills Animals is an in-depth look at the animal-rights
movement, and the FBI's recent declaration calling activists the number-one
domestic terrorism threat to the United States. The film hits theaters in
North America July 20, 2007.
Reaching out to both Internet-savvy and grassroots audiences,
producer/director Curt Johnson has created an aggressive marketing campaign
using MySpace, working with activist organizations to do sneak-peek
screenings in major cities, and creating a music video to promote his film.
A ringtone from the Your Mommy Kills Animals title track written by
Saturday Night Live's Greg Scarnici has had over 100,000 downloads in its
first week proving rabid demand for an unvarnished look at both a movement
and a moment in American policing priorities.
Knowing his film would not be an easy sell for summer audiences,
Johnson thought about how major studios sell films like Transformers and
Hostel 2. When Scarnici approached him with a song for the film, Johnson
knew that it would be the perfect way to hit audiences that wouldn't
normally watch a documentary film. "After seeing Greg's work, I knew he was
the perfect choice to do the video," Johnson commented. "I've already got
him lined up for my other projects."
After shooting wrapped on this season's Saturday Night Live, Scarnici
was able to wrangle several crew members to shoot the video. "I couldn't
believe that no other documentary has ever had a music video tie-in before
so it's great to be part of something unique like this," Scarnici said.
"Plus the fact that it's such an amazing film makes the experience even
Johnson's previous films include Thoth (2002 Academy Award-winning
documentary) and the upcoming Pets On Your Plate. Scarnici, the talent
behind the viral video parodies of Prince's "Black Sweat", Beyonce's "Ring
The Alarm" and Fergie's "Fergalicious" has been featured on VH-1 and
Entertainment Weekly. His videos have been viewed by over two million
The "Your Mommy Kills Animals" music video can be seen on the film's