Is the world ready for a(nother) Justin Bieber attack?
By now, the publicity strategy for the new "Justin Bieber: Never Say Never" concert documentary is becoming clear. It involves three key people: Justin Bieber, Justin Bieber and Justin Bieber.
The plan seems to be to make Biebs so pervasive as to be unavoidable -- and not just in the usual tween precincts, either.
CBS confirmed today that the bowlcutted one will be making a return to "CSI" as troubled teen Jason McCann (he guested last year). He'll appear in an episode titled "Targets of Obsession" that will air Feb. 17 -- which also happens to be the first full week his movie is in theaters.
This after a TVLine report that the same week will see a "Glee" episode built around Bieber songs (but not, at the moment, the pop star himself). That show will air two days before the "CSI" episode.
It all comes on the heels of Biebs gracing the new Vanity Fair cover, in his lipstick-smooched glory, as well as guest-editing the magazine's Facebook page. And, of course, the late-night musical guesting that will inevitably accompany the movie's rollout.
Putting the teen into older-skewing venues like Vanity Fair and "CSI" may seem a little odd. But it's also a clear attempt to make sure that his new documentary, in which director John Chu cuts in footage of Bieber's (earlier) childhood with footage from a recent tour, doesn't fall prey to that which befell "Jonas Brothers: The 3D Concert Experience" two years ago.
That movie, also a bubblegum-pop oncert doc that came out in February, earned a measly $19 million after garnering more limited publicity. So on this go-round, Bieber is gonna tell us one time, and one time, and one time...
-- Steven Zeitchik
Photo: Justin Bieber on stage in New York in December. Credit: Lucas Jackson / Reuters