Movie makers often spend millions on the trailers, commercials and viral videos necessary to get people off their keisters and into a sticky movie theater seat. Jake Gyllenhaal’s Love & Other Drugs, on the other hand, appeals to its base with the strongest, and cheapest, ad campaign we’ve ever seen: the promise of Jake’s naked butt. Let’s break down the campaign point-by-point to show you what we mean:
In the November issue of Esquire with hits newsstands tomorrow, Jake explains, “I was naked a lot in the movie. I was naked in more of it than was even in the final cut. A director’s cut? I don’t even know how that would be rated.” That statement just guaranteed hundreds of millions in DVD sales right there. The movie could be a line-by-line remake of Good Luck Chuck and still at least 50% of the America population will buy a copy to watch in slow motion. And then another copy for when their DVD players burn a hole through the first one.
When asked who was more nervous about the nudity, Jake or co-star Anne Hathaway, Gyllenhaal laughs, “Annie, because as a woman I think it’s harder. She said at one point, ‘Well, we’re both topless and we both show our butts.’ And I was like, ‘Hmm, but it’s a little different for you.’” See, there’s something in this movie for everybody! Don’t care for a naked Gyllenhaal? Might we offer you something in a lovely Hathaway? It’s like a real-life episode of Mad Men over here, and we are furiously entering our credit card info into Fandango to prove it.