PR Week Echo Columns

Analysis and commentary by Echo Research. This article and further information is at: www.echoResearch.com

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The Da Vinci Code scarcely required the additional promotion afforded by its forthcoming world premiere at the glamorous Cannes Film Festival. The film, based on Dan Brown's best-selling novel, is "already one of the most anticipated movies of the year and set to be a worldwide hit" (Sunday Mirror, 14/5). Indeed, the film's release at Cannes undoubtedly gave a boost to the festival itself, which in recent years has attracted criticism for being "too French" (The Scotsman, 12/5). "'The Da Vinci Code' brings snap, crackle and pop culture to Cannes" (Monsters&Critics.com, 15/5).

Ironically, "Da Vinci Code fever" (Reuters, 15/5) also spread its magic over some of the film's fiercest critics, as head of Opus Dei Monsignor Echevarría said that "Dan Brown's portrayal of his fellowship as a murderous global conspiracy had done it more good than harm" (Guardian, 13/5), interest in the organisation is reaching an all time high.

Conversely, the religious controversy surrounding the film has been a key element of its "phenomenal" success (Herald, 15/5). "Da Vinci uproar will boost film" (bbc.co.uk, 15/5). Leading man Tom Hanks attempted to diffuse Christian concerns, however, asserting The Da Vinci Code was "loaded with … hooey and … scavenger-hunt-type nonsense", and was just a "damn good story" (Evening Standard, 11/5).