3.4 – Promoting your Magical Movie Moment


Now we have talked about the latest technical innovations in making a magical movie experience, we will talk about a totally different thing today.

Promotion campaigns!

Promotion: say, /prəˈməʊʃn/ is

1 activity that supports or encourages a cause, venture, or aim:

the promotion of cultural and racial diversity

2the publicizing of a product, organization, or venture so as to increase sales or public awareness

Since the beginning of 1900, posters were used to inform people about the movies.

For example this poster, is one of the first posters (from 1913) that is still available.

Absinth, movie poster, poster, promotion

However, we now live in the digital century, which gives us way more opportunities to inform and persuade people to see a movie. The latest developments are making use of a thing that is called ‘social media’

The Oxford dictionary defines social media as: websites and applications that enable users to create and share content or to participate in social networking.’

Examples of these kinds of websites and applications are: Facebook, Twitter, YouTube, Pinterest, Google+, WordPress, Flickr, Foursquare and we can go on for about an hour I guess.

To illustrate how promotions are used, we will use some examples that gives a better feel with the subject.

Lets start out with the most used social medium, Facebook. This medium only exists since 2004, and already has over 1 billion users. This is about 17% of the world population. You can imagine that this medium can reach a large amount of people. So movies, take a good advance by creating awareness by setting up a Facebook page. People can ‘like’ it, read information on it, watch photos, and maybe even the most important, interact with the things. A good example how Facebook was used from spreading the word can be found in this article, on the classic movie Wallstreet.

But, only Facebook wont get you a topnotch marketing campaign. You need more then just that. What promoters really love these days is the word ‘viral’. Viral means that the message is taken over by the crowd who did not had anything to do with promoting the campaign, they want to have the people involved in what is going on, and speculating on what might happen.

An example of a good viral campaign for a movie is the promotion for Cloverfield, they posted a video on the web that created rumors on the web users who watched it. They did not show the movie title yet, just the release date.

They used this trailer:

Another funny campaign that worked out well was the Meet the Spartans movie. The audience was involved by launching a site on which you had to upload a picture of yourself. Than, you saw a video in which Carmen Electra was interviewed and showing a picture of you.

Another cool example, which made the people guess on what was going on, is the Chronicles campaign. They literal launched three ‘humans’ in the form of radio controlled airplanes, which flew through New York city.

Check it our here:

Summarized, in promotion, a lot has changed. This is especially to be devoted to the accessibility and the high user rate of the Internet. The most important part even might be the interaction that a promoter can have with his audience and vice versa.

– Written by Steven van Leer (blog post #4)

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