Social media in a supporting role

Film IndustrySocial Media: In a Supporting Role

Alan Stevensonast3v3nson@gmail.com

Jim Hamilljim.hamill@ukonline.co.uk

June, 2010

And the Nominations Are…

Social Media in a Supporting Role

Nominees

The Age of Stupid

Paranormal Activity

The Dark Knight Toy Story 3

The Age of Stupid

• Key Features:– Budget: £450,000; Launch Budget: £130,000; £55,000 box

office receipts– Interactive website, encourages comments and tweets,

hashtags and followers – “get involved”– Twitter - 3,300 followers– Facebook - 21,260 fans– YouTube “trailer” - 412k views– Guerrilla “The Stupid Show” @ Copenhagen United

Nations Climate Change Conference (7/12/09 – 18/12/09)– An offshoot of The Age of Stupid project is 10:10– Ongoing: apparent deep engagement; staggered roll-out

The Age of Stupid

Deep Engagement around the issues affecting Climate Change

The Age of Stupid

Calls to action; opportunities for interaction

The Age of Stupid

Encouraging interaction and influence

The Age of Stupid

Buzz: >6,000 mentions at international launch

UK Green carpet

International Launch

The Age of Stupid

Buzz: 548 mentions (9% of peak) in last 30 days

Nominees

The Age of Stupid

Paranormal Activity

The Dark Knight Toy Story 3

Paranormal Activity

• Key Features– Budget: $15,000; $192m global box office receipts– Director Oren Peli invited internet users to "demand"

where the film went next by voting on eventful.com.– Paramount announced that the movie would be released

nationwide if the movie got 1,000,000 "demands"– Fans took to Twitter and other sites to hail the scary flick – Facebook has 577k fans– YouTube 16.2m views– Twitter 9,000 followers

Paranormal Activity

One of the most viewed trailers

Paranormal Activity

A grassroots campaign par excellence

Paranormal Activity

A huge following but perhaps shallow ongoing interaction?

Paranormal Activity

Launch Stateside

Apparent steady decline

Buzz: >112, 000 Mentions in launch month

Paranormal Activity

Buzz: 9846 Mentions (9%) in last 30 days

Nominees

The Age of Stupid

Paranormal Activity

The Dark Knight Toy Story 3

Batman: The Dark Knight

• Key Features– Budget: $185m; $1bn global box office receipts– In May 2007, viral marketing campaign "Why So Serious?"– Scavenger hunts to unlock teaser trailer, new photos / sites– Death of Heath Ledger on January 22, 2008, Warner Bros.

adjusted its promotional focus on the Joker– Facebook 1.9m Fans– Facebook Community 1.3m Fans– YouTube Upload Views 250k

Batman: The Dark Knight

A viral that merged fantasy and reality

Batman: The Dark Knight

Clues and scavenger hunts

Batman: The Dark Knight

Post launch: a decent ongoing presence but where is it going?

Batman: The Dark Knight

Trailer Released

Film Release

Oscar Buzz

Buzz: ~6, 000 Mentions in launch month

Batman: The Dark Knight

Buzz: 21,964 Mentions (366% of launch peak) in last 30 days

Nominees

The Age of Stupid

Paranormal Activity

The Dark Knight Toy Story 3

Toy Story 3

• Key Features– Budget : $190m; Revenue: ?– Cross-advertising: Pixar designed commercial for Lots-o'-

Huggin' Bear; Promoted tweets; featured in Apple's iPhone OS 4 Event for iAd; advert for Google Search

– E-commerce ticket application on Facebook– Facebook 1,000,000 fans– Twitter Director 82,000 fans– YouTube: Upto 7.4m views for one upload

Toy Story 3

Huge number of views on YouTube

Toy Story 3

Engagement on one platform, do and see everything from Facebook

Toy Story 3

Including buying tickets

Toy Story 3

New platforms to engage and generate word of mouth

Toy Story 3

Trailer Released

Premier

Others Trailers

Buzz: Mentions in launch month growing exponentially

Toy Story 3

Buzz: 123,655 Mentions in last 30 days

And the Winner is…

Golden Envelope Time

Thank You

Contact Us• Alan Stevenson ast3v3nson@gmail.com • Dr. Jim Hamill jim.hamill@ukonline.co.uk

Visit and Engage• Energise 2-0 www.energise2-0.com • Tourism 2-0 www.tourism2-0.co.uk• Web CPD E-Learning Support Network www.web2-0cpd.com