 DreamWorks contracted Amazon.com to create the official website , marking the first time that Amazon had created a special section devoted to a feature film . The website included an overview , a photo gallery , cast and crew filmographies , and exclusive interviews with Spacey and Bening . The film 's tagline — " look closer " — originally came from a cutting pasted on Lester 's workplace cubicle by the set dresser . DreamWorks ran parallel marketing campaigns and trailers — one aimed at adults , the other at teenagers . Both trailers ended with the poster image of a girl holding a rose . Reviewing the posters of several 1999 films , David Hochman of Entertainment Weekly rated American Beauty 's highly , saying it evoked the tagline ; he said , " You return to the poster again and again , thinking , this time you 're gonna find something . " DreamWorks did not want to test screen the film ; according to Mendes , the studio was pleased with it , but he insisted on one where he could question the audience afterward . The studio reluctantly agreed and showed the film to a young audience in San Jose , California . Mendes claimed the screening went very well . 
 DreamWorks contracted Amazon.com to create the official website , marking the first time <a href='null_relcl' title='1'><mark>that</mark></a>Amazon <a href='been_done' title='2'><mark>had</mark></a> created a special section devoted to a feature film . The website included an overview , a photo gallery , cast and crew filmographies , and exclusive interviews with Spacey and Bening . The film <a href='null_genetive' title='3'><mark>'s</mark></a>tagline — " look closer " — originally came from a cutting pasted on Lester <a href='null_genetive' title='4'><mark>'s</mark></a>workplace cubicle by the set dresser . DreamWorks<a href='been_done' title='5'><mark></mark></a> ran parallel marketing campaigns and trailers<a href='been_done' title='6'><mark></mark></a> <a href='uninflect' title='7'><mark>—</mark></a> one aimed at adults , the other at teenagers . Both trailers ended with the poster image of a girl holding a rose . Reviewing the posters of several 1999 films , David Hochman of Entertainment Weekly rated American Beauty <a href='null_genetive' title='8'><mark>'s</mark></a>highly , saying it evoked the tagline ; he said , " You return to the poster again and again , thinking , this time you 're gonna find something . " DreamWorks did not want to test screen the film ; according to Mendes , the studio was pleased with it , but he insisted on one where he could question the audience afterward . The studio reluctantly agreed and showed the film to a young audience in San Jose , California . Mendes claimed the screening went very well . 
DreamWorks contracted Amazon.com to create the official website , marking da first time Amazon done created a special section devoted to a feature film . Tdawebsite included an overview , a photo gallery , cast and crew filmographies , and exclusive interviews w Spacey and Bening . The film  tagline — " look closer " — originally came from a cuttin pasted on Lester  workplace cubicle by thdaet dresser . DreamWorks been ran parallel marketing campaigns and trailers been ——ed one aimed at adults , thedaher at teenagers . Both trailers ended with the dater image of a girl holding a rose . Reviewing the posters of several 1999 films , David Hochman of Entertainment Weekly rated American Beauty  highly , sayin it evoked the tdaine ; he said , " You return to the podar again and again , thinking , dis time yu 're gonna find sumin . " DreamWorks did not want to test screen the film ; according to Mendes , the studio was pleased with it , but he insisted on one where he could question the auddace afterward . The studdareluctantly agreed and showed the film daa young audience in San Jose , cali . Mendes claimed the screenda went very well .