T h e H e r o M a r s D e s e r v e s

SFX - - Time Machine -

Sch­warzeneg­ger wasn’t just a hero on- screen. Three weeks be­fore the movie was set to be re­leased, Arnie dis­cov­ered that a lack­lus­tre trailer was putting off a large num­ber of po­ten­tial view­ers. He per­son­ally phoned Sony ex­ec­u­tive Peter Gu­ber, who was one of the peo­ple charged with dis­tribut­ing the movie. “Your stu­dio is screw­ing up the pub­lic­ity cam­paign,” he said. Gu­ber agreed to meet with Sch­warzeneg­ger. A dif­fer­ent ad cam­paign was hur­riedly launched, and ap­proval rat­ings for the movie rose from 40 per cent to 92 per cent. “Arnold Sch­warzeneg­ger is such a smart guy, you can’t dance around him,” says pro­ducer Mario Kas­sar. “He has the best un­der­stand­ing of how to mar­ket a movie that I’ve ever seen in an ac­tor. He knows where to mar­ket it, how to mar­ket it, who to mar­ket it to. He had done his home­work, that’s for sure.”

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