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September 6, 2012 by · Leave a Comment 

It is not the first time a scandal has affected a studio’s marketing campaign, but Lionsgate is almost certainly finding it both challenging and awkward dealing with the one involving Twilight stars Robert Pattinson and Kristen Stewart. The studio scored a major coup this week by managing to persuade the producers of the MTV Video Music Awards to allow it to show footage from the final installment of the franchise, Breaking Dawn Part 2, on tonight’s (Thursday) special, introduced live by the film’s cast. That seemed to set up a possible reunion between Pattinson and Stewart, whose personal relationship came apart when Stewart admitted that she had cheated on him with director Rupert Sanders while making Snow White and the Huntsman. But no, either the studio or Stewart — it was not made clear who — decided that Stewart would not be appearing on the awards show. At least not live. Presumably she will still be seen in the film excerpts. So how will the cast — and Pattinson in particular — deal with that? How will the studio’s marketing department? How will the VMAs? Those questions might very well boost ratings for the telecast, which MTV said, will be carried worldwide on more than 60 channels reaching more than 600 million households.