Editorial/September 2011

"There are technically two titles right now"  – Seth Rogen

September 26, 2011
Maybe Barbra and Seth Rogen haven't seen the memo. Recently, both stars were asked about their new movie and both seemed uncertain as to its actual title.

Barbra thinks it might be Guilt Trip:

"Movies? I just finished one. It's called My Mother's Curse which may be renamed. I don't know." (BBC-2 Radio, Sep. 4)

Seth seemes pretty sure it's My Mother's Curse:

"There are technically two titles right now. Guilt Trip is one they've been going by, but My Mother's Curse is the actual title." (Today Show, Sep. 26)

So, which is the correct title? The last confirmation we had is that the film is going to be called Guilt Trip (we suspect that Seth simply mixed up the titles during his interview on The Today Show). It's no big deal. But from a marketing perspective, Paramount has some work to do.

This being Barbra's first starring role in years, an enormous amount of publicity has already been generated. The problem? Everyone's been calling the film My Mother's Curse. Paramount needs to firmly establish a re-brand for the picture by clearing up any title ambiguity. If it's to be called Guilt Trip, then start saying so. 

Fortunately, there is time between now and December 2012 (when the film is set to open) to market the film under its proper title. For now, Paramount should drop an occasional press release mentioning Guilt Trip and maybe even release a few stills from the set to keep the buzz going.

Everyone is already talking about the film – some 14 months in advance of its release. This presents a unique opportunity for Paramount to keep the picture on everyone's radar for the next year or so.

Let's hope they take advantage of it.