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One of the best examples of a successful social media promotion campaign for Cinema was for Paramount's 2009 release
Paranormal Activity
The film, which was made for less than $15,000 went on to gross more than $150 million at the box office.
Paramount’s focus throughout was to offer Paranormal Activity as an “interactive experience” rather than just a movie.
Fans across the country could demand by hitting a "Demand" button on its website that the movie be screened in their area.
That, in turn, determined which markets Paramount would select for a series of midnight screenings.
Paramount extensively used Facebook and Twitter to promote the film
Partnering with Eventful (an online events discovery service) to get would-be fans to request a screening of the film in their area.
The goal was to eventually get 1 million fan requests for the film to enter wide release.
They created a short teaser video to create a buzz
https://www.youtube.com/watch?v=7TC9bKyDB5Y
Within 72 hours of launch the "Demand" ticker had surpassed 860,000
"Paranormal Activity" become a recurring trending topic on Twitter during the midnight hour for several consecutive weeknights.
A sponsored Twitter account, already had over 47,000 followers, with more than 4,700 fans uploading their video reactions to the film.
Technology Technology shifts ( Enjoyment):•Enhanced customer experience •3D/4D •Screening quality is preserved •Cost of digital is much less than analogue “$16000 per 220 hours compared to $1.8M for film
Technology shifts (Influence on marketing):•Creating a buzz •Tell don’t sell •Target specific audiences •Social listing •Empowering consumers
Social MediaConsumer shifts:•Home entertainment(DVD/online)•More demanding •In seat catering •Pricing •Screens for adults only •3D/4D experience