MARKETING: Appealing to Gross Greed

Appealing to Gross Greed

"We have a bigger star than Sylvester Stallone," boasts Lawrence Gleason, marketing chief for De Laurentiis Entertainment Group, the movie-production company owned by Filmmaker Dino De Laurentiis. And who is that superluminary? "Greed," says Gleason. The base emotion has a starring role in the U.S. opening of De Laurentiis' $10 million flick, Million Dollar Mystery, which premieres June 12. Mystery is the first movie to offer its audience a shot at a $1 million prize for solving the film's lost-treasure puzzle.

In Mystery, Tom Bosley of Happy Days television fame discloses in his dying moments that he has buried $4 million...