Also, you know, from a marketing standpoint, it is kindof cool.  If you are familiar with the poster for “The Back-up Plan” then you know the bit with ”Fall in love. Get Married. Have a baby. (not necessarily in that order)” and it is accompanied by arrows showing that these steps have been rearranged.  I think you could do something showing that the date 4/23/10  now includes 1,2,3,4, but rearranged.  Boom, synergy!

They are also donating $10,000 to charity, so that should be commended, and if you have strong ties to a charity, you can nominate yours to receive the funds!

If you’re going to see “Extraordinary Measures” (or any movie), click this button to find showtimes in your area, and buy tix or gift cards:

You may remember that Alex was having a motorcycle customized by the folks at Cro Customs

Jennifer Lopez is being mentioned in lots of articles about FHM and the Top 100 Sexiest Women.  The skinny is that Megan Fox has been named as the #1 hottest woman, for the second year in a row.  The only woman to ever hold the title twice before was J.Lo, in 2001 and 2002.  But you know what is cool?  Marie Claire recently had a posting of the “Who Wore it Best” variety, and the reader comments show that Jennifer Lopez not only stomps on Megan Fox, but also pulls off some high-end high-heels better than Heidi Klum or Alexandra Burke. I have to agree with the reader comments…the other girls aren’t even wearing the right size shoes.

Also, LovelyLopez.net redisigned their page dedicated to “The Back-up Plan” and it looks quite nice!

In Twitter news, CBSFilms confirmed the release date is January 22, 2010, so set your timers!  Also, they acknowledged the article I wrote a few weeks back!  My tweet to them:

@CBSFilms hey it has been a slow week for TBUP news, so i wrote this piece on why I think CBS Films will succeed with it http://bit.ly/vJdKr 9:39 PM Jun 10th from web in reply to CBSFilms

—Their combined reply to several peeps (tweeps?):

@BBjlo Still a go for Jan 22 @TheHudgensNews we’re working on it right now. Hopefully very soon! @tmcguire47 thanks!about 17 hours ago from web

Hope they liked it!

One can imagine that the first theatrical release for a movie studio is very important.  It will establish their credibility.  It will send a signal to investors.  It will be the debut of the brand (as a movie studio) to most consumers.  Both Amy Baer, the president and CEO of CBS Films, and Moonves have stressed the importance of broad appeal* films.  However, the first movie Baer greenlit is a Harrison Ford fronted feel-good about John Crowley, a father driven to find a cure for the rare genetic disease that would prevent 2 of his children from seeing the far side of 5 (years old).  It is a true-life story and it does have a positive outcome.  But the box-office appeal of this story is tenuous.  Baer is cited as suggesting that like “The Pursuit of Happyness”, the Crowley project it is both inspirational and commercially viable.  However, on Friday night, couples on a date might not feel like crying, then laughing, then crying, then cheering.

Enter “The Back-up Plan” stage right

“The Back-up Plan” should be a significantly safer story to sell.  This film revolves around Jennifer Lopez as Zoe, a woman who, tired of waiting for the perfect partner, pursues artificial insemination.  Later that same day she meets Alex O’Loughlin as Stan, “a man with real possibilities” (synopsis).  Just because romantic comedies are easier to sell than a tear-jerking-sick-children-struggling-true-story doesn’t mean that CBS Films is phoning this one in.  In fact, they are specifically stacking the deck to make sure this one goes well.  In terms of talent, they have put together an amazing cast, with that magic “broad appeal” that the CBS Films team is looking for.

Jennifer Lopez is a household name with appeal to both genders and a worldwide fan base that loves both her movies and music.  If the results of our survey are significant, then she is most popular in romantic comedies, and that is certainly where she has had the most box office success.  Some writers have even spun “The Back-up Plan” as her career backup plan, suggesting that this is her come-back.  The result so far is early interest in the filming of the movie from the likes of Entertainment Tonight.  Publicity and interest are good.

“The Back-up Plan” will be Alex O’Loughlin’s theatrical debut as a romantic male lead.  He has a very dedicated and vocal network of fans, most of whom were bitten and smitten by his role as Mick St. John in the TV series “Moonlight” (survey results).  A large proportion of these fans seem to be women who also find Alex to be very easy on the eyes.  His “Moonlight” run and previous role on “The Shield” are also action-y enough that some of the typical guy demographic are fans as well.  He has a role in an upcoming comic-based Kate Beckinsale Movie, “Whiteout” and will star in the highly anticipated CBS medical drama “Three Rivers” premiering this fall.

With two strong leads in place, the cast is rounded out with such a wide array of talent that there is literally something for everyone.  Donal Logue, with his darkly comic stylings, and Michaela Watkins from “Saturday Night Live” are sure to bring some laughs.  Noureen DeWulf is a favorite of the Maxim reader set and has played supporting roles in a number of recent TV shows and movies.  Harold Gould and Linda Lavin are familiar and prolific actors and further add to the appeal.   There is of course a longer list of supporting actors to fill in the cast.

The film is scripted by Kate Angelo, who has had previous success with “What about Brian” and “Will & Grace” and others.  Alan Poul will make his feature directorial debut, but is previously well respected for his work on “Six Feet Under” and most recently, “Swingtown.”

The success of any film depends in large part on the marketing.  This is where CBS Films has an advantage over every other film company.  The parent company is CBS, and they are the number one television network in the US.  They have the most eyes watching their shows.  CBS owns radio networks, billboards, and Showtime.  They have amazing opportunities for traditional promotion without the typical costs.  But beyond that, they have opportunities for cross-promotion.  I am not suggesting that J-Lo will be in the Pittsurgh area and in need of a kidney.  I am suggesting that CBS is a powerhouse of content delivery, and they have tools at their disposal to promote their movies.

Financially CBS Films is in a different position than many studios.  Again, as a subsidiary of CBS, they have access to capital.  In a time when “credit crunch” is mentioned in daily conversation and large companies are struggling to find cash, CBS is a good place to call home.  Last month, CBS issued $1 BILLION in long term notes.  Although ad revenue is falling (off a cliff) and Standard & Poors lowered the company’s credit rating, Les Moonves told stockholders yesterday that he is confident the stock is poised to do well as the economy recovers.  Several analysts agree, and my research shows the stock has more than doubled in the last three months (3/9 marked their lowest close in a year at…$3.09…weird).  Letterman even beat Conan in the ratings with Julia Roberts in the guest seat, so CBS seems primed for future success.

Some critics of CBS Films have suggested that it is nearly impossible to be successful in their chosen category of under $50 million budgets.  In a Variety piece last month, Amy Baer is quoted pointing to the recent success of similarly budgeted films “‘Baby Mama,’ ‘Paul Blart: Mall Cop,’ ‘Gran Torino’—– they were all made for under $50 million, and they all made lots of money.” Baer has also pointed out that other than budget, CBS Films does not have a category.  “One film will not brand us,” she told Variety.  The diverse slate of future movies shows that they are tackling widely varied projects.  As every finance major knows, diversification is a key tool for managing risk.

CBS Films is poised to establish itself as a successful movie studio.  “The Back-up Plan” is the right movie at the right time, representing a perfect opportunity to launch the right way.  If everything works out, this will be a great movie for the studio, and a successful career move for the stars and crew involved.

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* disclaimer: Broad Appeal is not a sexist way to suggest that it appeals to women.

Anyway, here is what they say about the movie:
“The Back-Up Plan (2010), formerly titled Plan B, is a Jennifer Lopez romantic comedy in the Baby Mama mold. She plays a woman who tries artificial insemination and becomes pregnant just as she meets Mr. Might-be-Right. It’s currently filming.”

Any press is good press, right?

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UPDATE @ 11:15ish -
Maybe I am wrong.  It turns out that Forbes dropped Jennifer Lopez off of their top 100 list.  It appears that she just didn’t make enough money last year to keep her earnings+fame index high enough for Forbes.  Of course, the following were also dropped from the list: Justin Timberlake (won a Grammy), Johnny Depp, Tyra Banks, Bruce Willis, and Matt Damon, to name a few.  But, I guess if you are grouped with those “has-beens” who no longer qualify, then…ok.