Diary: Tales from Tinseltown - Publicity for Kubrick’s last film leaves media’s eyes wide open

When Stanley Kubrick went to meet his maker in March, the world

mourned the loss of a great film director. Of immediate concern to

Warner Brothers, however, was how to publicize Kubrick’s valedictory

opus, the erotic thriller Eyes Wide Shut.

Warner’s task was to avoid offending Kubrick’s family while ensuring

that Eyes received an R rating and recouped its dollars 100 million-plus

investment.

The trouble was, the studio was accustomed to deferring to Kubrick on

virtually every decision. On previous films, the reclusive British-based

director had called Warner execs in far-flung places such as Thailand to

demand last-minute changes to publicity materials.

A further catch: Eyes stars Tom Cruise and Nicole Kidman. Tom and Nicole

and Stanley, in a single package, requires special treatment. That’s why

Pat Kingsley, founder of Hollywood talent agency PMK and personal

publicist to Tom and Nicole, has a leading role in the publicity

campaign for Eyes.

If one of her charges is starring in a film, Kingsley is bound to be

hovering nearby. Her power lies in her broad client base, which includes

other Hollywood heavyweights such as Brad Pitt and Courtney Love. Going

up against Pat risks alienating the talent. And, as Warner quickly

realized in the case of Eyes, Kingsley controls access to the film’s

only two (living) marketing assets, Cruise and Kidman.

Even the obsessive Kubrick recognized Kingsley’s unique position. She

was the only person that he allowed to see the film in its early stages,

aside from the two stars and Warner chiefs Terry Semel and Bob Daly

’We’re all working together in a coordinated effort,’ Kingsley told me.

’We also keep Stanley’s family involved in the principal

interviews.’

Kingsley targeted glossy magazines for Cruise and Kidman, including

Harper’s Bazaar (Cruise cover), Vogue, Good Housekeeping (Kidman cover)

and Rolling Stone (Kidman cover). She also organized for Cruise and

Kidman to attend the Los Angeles premiere of the film on July 12 and the

Tokyo premiere in the fall. One observer summed it up: ’With Kubrick

dead, it’s become a Tom Cruise and Nicole Kidman film. And that means

Pat.’

His film may be in good hands, but Kubrick isn’t quitting easily. In

mid-March, shortly after his death, newsrooms across America were sent

an ’unauthorized’ teaser trailer anonymously via satellite. It included

steamy scenes between Cruise and Kidman, and was played on every major

news show, creating a temporary sensation. Warner execs denied all

responsibility for the transmission, and pointed the finger at

Kubrick.

It turns out that arranging the trailer was one of the maestro’s last

stunts before dying. Even from the great beyond, Kubrick had to have the

last word.

This article was first published on PR Week USA

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