Newbury featured in horror film Hatchet

Retailer ties in promos to Starz's indie

By Susanne Ault -- Video Business, 11/16/2007

NOV. 16 | Newbury Comics is promoting indie horror film Hatchet as though it were a major studio movie.

Newbury gets its own promotion in Hatchet, with one of the stars wearing T-shirts branded with the chain's logo throughout most of the film.

Director Adam Green modeled the lead character, Ben, after himself, including his love of the New England-based chain.

Newbury executives were more than happy to give their permission, throwing Hatchet a red carpet theatrical premiere in September.

Newbury will be offering free themed pint glasses with any purchase of the DVD, when it streets from Starz Home Entertainment on Dec. 18. The chain also is offering a customized Hatchet T-shirt, which boasts Newbury’s signature smiley Toothface mascot dripping in blood.

“When they saw the film and saw the shirt featured for about 80 minutes, they didn’t mind at all,” said Green. “Then they made a huge, huge deal over it. In a lot of ways, they are paying me back for all the money I’ve spent at that store. Growing up in Boston, I would go there twice a week, spending every piece of my allowance.”

Newbury has secured mentions in past films, including its store windows winning a background role in 1997 drama Good Will Hunting.

“But this is by far the biggest product placement for us,” Newbury buyer Ian Leshin said of Hatchet. “This character is almost in every single shot. And he’s a main character who most of the viewers end up siding with.”

Green’s friends have commended him on a wonderful free advertising scheme.

“They say it is such a brilliant idea, but I didn’t mean to do it,” Green said. “When I later moved from Boston to New York, I brought this Newbury shirt. And I knew that it is what I wanted [Ben] to wear.”

Hatchet follows tourists whose New Orleans vacation quickly turns into a gruesome nightmare.