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Posted at 4:02 PM ET, 02/ 9/2011

If Nicole Kidman is in 'Just Go With It,' why doesn't the marketing campaign say so?

By Jen Chaney

Nicole Kidman, just going with it at the movie's New York premiere. (Getty Images)

When Nicole Kidman signed up last year to appear in Adam Sandler's "Just Go With It," the Hollywood trades and practically every movie blog on the Internet took note.

When production began, media outlets published photos of the Oscar winner and co-star Jennifer Aniston getting chummy on-set and, while shooting one scene, hula dancing together.

In other words, it was hardly a secret that she was in the movie, albeit in what sounded like more of a fun cameo than a starring role.

But as marketing efforts for the flick have recently amped up, Kidman's name has barely been mentioned. She doesn't appear in the trailer. Her name isn't on the movie poster. And if you check the cast list on Sony's official "Just Go With It" website, Kidman's name isn't even there.

One might be inclined to assume that Kidman is attempting to downplay her association with Sandler at a time when she's also nominated for an Academy Award for the decidedly (and purposely) unfunny "Rabbit Hole." But Kidman's publicist says that's not it at all.

Her explanation of Kidman's low "Just Go With It" profile -- and a pseudo-spoiler about the film -- follows after the jump.

"The role of Devlin was designed by the filmmakers and the studio to be a surprise," Leslee Dart explained via e-mail regarding Kidman's work in the rom-com. "They felt it would be a great 'reveal' to refer to a character 50+ times in the first half of the movie and then when you finally see her, to see that she is played by a major movie star. Therefore, it is an UNBILLED cameo. Nicole is not in the above the title credits, not in the billing block, not in the trailer, not in the TV spots. That's also why the credits are at the end of the film, not in the beginning."

Dart added: "Last night's huge premiere in [New York] was the first time that she has done anything in conjunction with the film. And this is all part of the plan, which (obviously) Nicole agreed with and supports."

Of course, the surprise factor Dart refers to may have been squashed a bit by all the coverage of Kidman's casting prior to the movie's release. But at least we can sleep at night knowing that there is some logic involved in not hyping the "Moulin Rouge" star as a key reason to see Sandler's latest destined-to-be-lucrative effort. (For the record, Sony has not yet responded to a request for comment about its marketing strategy.)

Now on to the next incredibly important investigation: why Dave Matthews isn't getting more credit for his cameo in "Just Go With It."

By Jen Chaney  | February 9, 2011; 4:02 PM ET
Categories:  Celebrities, Movies  
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I was genuinely wondering about this - Thanks!

Posted by: Aloe9678 | February 9, 2011 5:41 PM | Report abuse

For me this definitely changes the answer to the question, "Will you see this movie."

I can now answer, "Yes, when Hell is covered in a thick layer of slush."

Posted by: byoolin1 | February 9, 2011 10:31 PM | Report abuse

I can now answer, "Yes, when Hell is covered in a thick layer of slush."


But, this has already happened if by "hell" you mean I-295.

So, that could be one ticket sold.

Personally, I like the idea of blaming the Scientologists. It's always them, right? Especially where Nicole is concerned.

Posted by: DCLocal20 | February 10, 2011 10:53 AM | Report abuse

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