Roach has plan for Madison Avenue 'Strategy'

By Steven Zeitchik

Oct 18, 2007, ET

NEW YORK -- Jay Roach has optioned "Off Strategy," a hot romantic-comedy manuscript from Rob Vlock that's set on Madison Avenue. Jon Poll is attached to direct.

The project will be set up at Sony. Roach is attached as a producer.

The manuscript has not been bought but is making the rounds to New York lit houses, where it is attracting buzz from editors. The novel revolves around relationships and romance from a male perspective and centers on an ad copywriter who falls for a woman who turns out to be a client with whom the copywriter already has an acrimonious phone relationship. Sony is said to be positioning the project as a current-day "You've Got Mail."

Sources who have seen the manuscript said it contains humor similar to "The 40-Year-Old-Virgin," which Poll executive produced.

Roach, via his Everyman Pictures banner, has produced the hit comedies "Borat" and "Meet the Parents." Roach and Poll also have collaborated on several projects, including "Parents," "Meet the Fockers" and the upcoming MGM release "Charlie Bartlett," which marks Poll's directorial debut.

First-time novelist Vlock is a veteran of Madison Avenue. The ad world has been a popular setting on the TV front, with TNT's upcoming "Truth in Advertising" and AMC's "Mad Men" set in that industry.

Gersh reps Vlock and Poll. Elizabeth Cantillon will oversee for Sony.

Roach has plan for Madison Avenue 'Strategy'

By Steven Zeitchik

Oct 18, 2007, ET