The footage of Cameron Diaz, drunk getting hitched to an equally soused Ashton Kutcher was "leaked" on the web to help boost interested in the movie "What happens in Vegas" which opened May 9. Adage reported:
those surveyed were asked for their top three choices of movies to see this summer, only 13% of Marketcast respondents named "What Happens in Vegas." Instead, most mentioned blockbusters such as "Indiana Jones" (May 22) or "Chronicles of Narnia: Prince Caspian" (May 16). In short, when a film is tracking behind pictures that don't even open until two to three weeks after it does, the studio releasing it has a potentially significant problem.
Complicating matters, Ms. Diaz was forced to skip its press junket last weekend after the sudden death of her father on April 15.
That has not been lost on Fox. The studio hastily cut new TV spots showcasing broader humor that might skew more male, and the planned leak of the illicit "wedding video" may yet stir up interest among heretofore unenthusiastic males.
"The 'wedding video' is only in the actual movie for a little bit, but they shot 10 minutes of footage, and it's fucking hilarious," said Shawn Levy, a producer on "Vegas" who has also directed the comedies "Night at the Museum" and "Cheaper by the Dozen" for Fox.
So far "What happens in Vegas" has received mixed reviews, and how many saw it the opening weekend hasn't been announced yet.