If You Can't Beat Them, Join Them: Geffen Playhouse Turns MODINE Bad Press To Gold

The verdict is in and, as previously reported, "Matthew Modine Saves the Alpacas," now playing at the Geffen Playhouse is officially a bomb.

This is great news for the Geffen, which is, it seems, almost happily milking every last scathing comment for all it's worth.  The Los Angeles Times reports that in an effort to use the bad press as leverage to attract audiences from a less traditional angle, the Geffen launched a new ad campaign on Sunday featuring the poor remarks to "point up how funny and silly the show is," according to Ken Novice, managing director of the Geffen.

"Modine" is intended to be a clever parody on the inanity of the Hollywood system and how a star falls from grace after 20 years.  MODINE is directed by John Rando and stars Matthew Modine, French Stewart and Peri Gilpin.

To read the full Los Angeles Times report and take on this creative marketing, click here.