Def Jam Speaks On American Gangster Project
"We're in talks to be a part of the future movie trailers," said Waples. "But we're going to do a very aggressive street campaign promoting the album and the soundtrack in and around the movie theaters the week of release. American Gangster is akin to Streets Is Watching with a modern-day balance through the online component. We're expecting to reach both a new younger and older demographic, along with the loyal 30-plus crowd through the American Gangster film association."
Waples also explained that Def Jam plans to release a mini-film for each song. Depending on the initial responses the first short could be aired in theaters, with others following online, in an effort to create a dialogue with fans. Should the formula succeed, it wouldn't be the first time Def Jam/Roc-a-Fella used a film tie-in to boost an album's sales. According to Nielson Soundscan, the Streets Is Watching compilation sold 348,000 copies when paired with the direct video release, while Beanie Sigel's The B. Coming sold 292,000 copies in 2005 when it was released in conjunction with State Property.
For those who haven't already seen it, Jay-Z gives his explanation of the album in a call to DJ Clue at Power 105 in the clip below from ClueTV.