(U-WIRE) SYRACUSE, N.Y. — Syracuse University students will get the chance to live like Hollywood celebrities and movie critics this year. Thanks to a new, innovative program called Campus U, they will have the chance to see movie premiers before the rest of the nation.
Starting this month, Universal Pictures will begin screening some of its films in the Syracuse area weeks before they hit theaters.
“Universal is the first company running such a program,” said junior advertising major Caitlyn Jones, who is interning with the studio and is in charge of planning and advertising the program at SU. “Campus U is expanding because Universal caters to students’ needs to be entertained, and SU needs more entertainment. Universal films appeal to students.”
The program is part of Universal’s strategy to promote its upcoming films through peer-to-peer marketing. Campus U began in 2006 in 20 universities, and this year, Universal added 20 more schools. School size, spirit, academics and reputation serve as the basis for selection.
The intent at Syracuse calls for a screening of a yet-to-be released film every month at Palace Theater, 2384 James St. Admission will be free and open to SU students only.
The DVD release of summer hit “Knocked Up” on Sept. 25 will also banner for National “Knocked Up” Day. Jones will help celebrate this auspicious day by giving away DVDs and other promotional items at a yet-to-be announced local bar, which will also carry drink specials throughout the night.
Jones said “Knocked Up” is a perfect example of what Universal is trying to accomplish.
“It was a low-budget film with very little initial hype,” Jones said. “But because Universal showed students the film ahead of time through Campus U, and because students liked it so much and promoted it well, the film ended up being one of the huge successes of the summer.”
On Sept. 26, the Palace Theater will show the critically acclaimed “The Kingdom,” starring Jamie Foxx and Jennifer Garner, days before its opening release. Other flicks slated for this semester include “Elizabeth: The Golden Age,” George Clooney’s sports comedy “Leatherheads” and Ridley Scott’s “American Gangster,” starring Denzel Washington and Russell Crowe.
Television, radio and film majors are particularly excited at the prospective plan. Many said they believe the viewings will help them with their critical skills in their particular areas of interest.
“Watching movies earlier than their release date allows us as students to think for ourselves and not be influenced by what someone like Roger Ebert has to say,” said freshman TRF major Michael Morse.
“It certainly allows us to examine a piece independently and then see later how we measure up to the more experienced reviewers,” Morse said.
Robert Thompson, director of the Bleier Center for Television and Popular Culture at SU, said he believes movie companies and their marketing and advertising divisions see college students as promotions outlets.
“With the idea of advanced screenings — students are insiders,” he said.
“If you show a sneak preview to a bunch of 65 year olds, they might like it, and they might tell some of their friends in the pinochle club,” Thompson said. “However, students will be talking about it on Facebook, MySpace, etc. Today, the average college student has become a major communication device.”
For the latest information on show times and screenings of Universal films throughout the school year, students can join the “Universal Pictures at SU” Facebook group.