Publicists working on-set or in the hubub of the festival scene must surely shore up interesting stories of challenges they faced and zany tactics to stir up some press. Playback asked an array of publicists to share their most memorable moments.

– Jennifer Rideout, Temple Scott Associates, Toronto

Most challenging project: After being in business for 16 months, Disney Canada decided it was time to announce their grand opening, which was at the same time they released their first direct-to-video movie, Beauty and the Beast: An Enchanted Christmas. The challenge was trying to overcome the leap of logic; they just opened yet they were already releasing a video. It was hard to get people to come.

Most creative tactic to get publicity: To promote Sega’s Fahrenheit, a live-action video game where the player assumes the role of the firefighter putting out flames at various locations, we invited all the Toronto media to the set where the live action was shot, and lit the set on fire. We made news everywhere.

– Genevieve Kierans, Kierans Communications, Toronto

Most challenging project: I once booked so many interviews for a director that he panicked, checked out of his hotel and ran away.

Most creative tactic used to get publicity: Once I threw a Ken doll off the CN Tower to promote a comedienne. It doesn’t seem like people are doing fun stuff like that anymore. Everyone has become more serious and there are not as many gimmicks, you have to rely on good contacts, good timing and good press kits.

– Virginia Kelly, VK & Associates, Toronto

Most challenging project: Working on the festivals is always a challenge; with everything packed into 10 days, it’s very intense. Last year we had around 12 films, six of which were playing on the same night, it was totally nuts.

Most creative tactic used to get publicity: We had a cutout of a person in a barrel going over Niagara Falls with a hole where the head should be to promote a documentary called The Falls. We took photos of people in line at the Toronto International Film Festival with their head in the hole.

– David Novek, Novek Communications, Montreal

Most challenging project: I worked for a year and a half to get the Academy of Motion Picture Arts and Sciences board of governors to award the National Film Board a special Oscar to mark their 50th anniversary.

Most creative tactic used to get publicity: When we launched the second season of He Shoots, He Scores (Lance et Compte), we staged a hockey game between the team from the series and a team made up of Montreal-area media, filled the arena with 5,000 people and used it for extra scenes at the same time.

– Bonne Smith, Star PR, Toronto

Most challenging project: Trying to promote Lynne Stopkewich’s Kissed. It was difficult to call up radio stations and tell them I was promoting a well-made, tastefully done film about necrophilia. I couldn’t say the ‘n’ word.

Most creative tactic used to get publicity: To create interest in independent feature film Blood and Donuts, a vampire movie, at the ’95 Toronto International Film Festival, we filled a coffin with donuts and set it up in a suite at The Sutton Place Hotel. We then took the coffin to Citytv and had people outside the building dressed as vampires handing out buttons that said ‘Bite Me.’

– Nancy Manoogian, senior publicist, SPI – Special Projects International, Toronto

Challenges of the job: I have spent the better part of the last few years working almost solely on Due South, which has been a huge endeavor dealing with broadcasters and media all over the world (the series airs in 120 countries).

Most memorable moment on set: We shot part of an episode for next season on a frozen lake in the middle of nowhere in Alberta surrounded by 365 degrees of mountains and had 20 Canadian Armed Forces Sky Hawks, dressed as Mounties, jump out of an airplane.

– Joanne Smale, Joanne Smale Productions, Toronto

Most challenging project: Anytime you represent a film in any festival it is always challenging to figure out how it will fit in with all the other films.

Most creative tactic used to get publicity: For Glen Saltzman’s doc Power we organized a march with members of Native communities carrying a canoe from Union Station to the Toronto International Film Festival headquarters. When they got there, we had a conference at the entrance; all the media was there, it was great.

– Brent Calvert, ETC Vancouver, Vancouver

Most challenging project: Dealing with hard-to-handle celebrities who walk out in the middle of an interview. Or when a movie premiere changes dates after you already have everything printed and have sent out the tickets and you have to stand outside the theater and tell people it is not going to happen.

Most creative tactic used to get publicity: In the early ’80s, when Warner Bros. came out with Funny Farm starring Chevy Chase, we had a milking cow and hay outside the theater. In order to qualify for prizes, like hats and t-shirts, you had to be able to draw milk from the cow.