His personal life adds intrigue
Pitt, any mention of him involves Angelina Jolie and Allied co-star Marion Cotillard, so this all is stirredd up andd mixed in with any narrative with regards to the movie itself.
“But will this have any effect? It might actually help because probably more people will be interested in the movie. This additional level of personal life adds intrigue and just raises the awareness level and interest in Allied.”
The movie follows Pitt, an intelligence officer working in North Africa, as he strikes up a relationship with a French resistance fighter (Cotillard).
Dergarabedian says as Pitt was cleared of child abuse claims and there is no evidence of an affair with Cotillard, it’s unlikely fans will be turned off.
He is also points to the huge success of Mr & Mrs Smith, released after Pitt left Jennifer Aniston to shack up with Jolie, following their onset affair during the making of that film.
“Everyone wanted to see what the fuss was about because of the personal life of Brad Pitt and Jennifer Aniston and then along came Angelina Jolie and that really boosted that movie,” he says. “People just wanted to see Jolie and Pitt on screen together.” Meanwhile, PR analyst Gerry McCusker argues that controversies are neither good nor bad, it’s all about how they’re leveraged in the client’s favour. Describing the Pitt/Jolie/Cotillard events as a “soap opera in a PR release” he says scandals no longer have such a lasting impact on celebrities and a star of Pitt’s stature, in particular, has enough popular support to withstand negative events. “The new media landscape is breaking a couple of the old rules and the concept of ‘shame’, as it applies to reputation, is less important than it once was.” In Pitt’s case, McCusker speculates that his relative silence and limited press/ promotional interviews have been orchestrated to capitalise on audience curiosity. “That creates this Brad Pitt and (above) in Allied with co-star Marion Cotillard. idea of intrigue and gets people wondering why. It’s controversial not speaking to the press. Does he have something to hide? Is he afraid he’s going to say something or break down? It’s using controversy to leverage the public belief that we’re part of these stars’ lives,” he says.
This fuels audiences to assess stars’ on-screen chemistry, so we can see “what’s the smooch like and we can sit in the cinema with a choc top and say ‘I knew it’. ”
Box office analyst Jeff Bock agrees audience curiosity will likely drive sales, but cautions that the film, from well-respected director Robert Zemeckis, also needs to be good to succeed and, even with Pitt in it, needs to open to rave reviews to see solid earnings.
“A lot of people would like to see him in this film and see how believable the love affair on screen is,” Bock says. “These things obviously help matters if it’s attached to a decent film ... Brad Pitt still gets his choice of A-list scripts, so it must have been pretty good.”