What do you do when you have a $320 million box office smash. Well if that box office smash is Mamma Mia which features the songs of the 70’s phenon Abba you release a new theatrical version two months later. On August 29th the chances are good that your local 8 gazzilion screen mega-theater-plex will be showing the sing along version of the movie. Yes folks, this is karaoke on a grand scale. As the press release put it…

Audiences at these specially selected theaters are invited to bring friends and family to experience the smash hit movie musical in a whole new way by singing along to the songs they love. Mamma Mia!:The Sing-Along Edition will feature the lyrics to every musical number on the screen, and you are invited to sing and dance along. Join in on all your familiar favorites like “Dancing Queen,” “S.O.S.,” “Money, Money, Money,” “Take a Chance on Me,” “Lay All Your Love on Me,” “Voulez-Vous” and all the others from the film!

What a great marketing angle, whoever thought up this twist deserves a pay raise. This version will appeal to people who missed the first release, and, will certainly draw a good proportion of repeat customers.

Released in early July, Mamma Mia! has been an unprecedented worldwide phenomenon, breaking records across the world as the biggest opening of a musical in history. It has already become the fastest movie musical to reach $100 million at the U.S. box office and is now the highest grossing film of 2008 in the U.K., Austria, Greece, Hungary, Norway and Sweden. It is forecast that within the next two weeks, the Meryl Streep and Pierce Brosnan-led musical romantic comedy will become the most successful film Universal has ever released in the U.K. The icing on the cake for Universal is that the film is still yet to open in another 35 global markets!

Who said the musical was dead?

You can get more information from the official Mamma Mia web site.

Simon Barrett


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