13 January 2011 918 Views

Film Marketing Trends in 2011

by Alex Gerage

We have learned over the past few years that there is no exact science to film marketing, particularly within the online realm. Hollywood studios have developed any number of different campaigns using social networks and alternate reality games that have lead to astounding success and abject failure. Writer and marketing pro Chris Thilk of MovieMarketingMadness.com has written an intriguing editorial over at AdvertisingAge that expresses five things he wishes to see from Hollywood when it comes to marketing films this year. Hit the jump to see what he had to say.

Thilk opines with some interesting thoughts on the possible future of home video releases, and ways for studios to better capitalize on post festival buzz, but I found his thoughts on alternate reality games particularly interesting:

“To continue being effective, alternate reality games will need to not only evolve but also stay novel, a tough trick to pull off. The game for “Tron: Legacy,” one of the biggest such efforts since 2008’s campaign for “The Dark Knight,” bridged the first “Tron” and its sequel by filling in the mythology of the intervening 28 years.

Bouncing between the online and offline worlds, these kinds of ARGs keep people not only checking online for the next clue but also getting active in the real world, which lends itself to spreading significant word of mouth.

But there probably aren’t many avenues of innovation left here, so delivering something novel will get harder and harder. Here’s one counter-intuitive idea: Drastically reduce the scale, creating games in which only a handful of people can participate — meaning the Unfiction forum team won’t be able to crowdsource the answers in half a heartbeat.”

While I think there remains a lot of potential for the sort of offline “events” we saw from Tron: Legacy and The Dark Knight in recent years, I agree with Thilk that it would be interesting to see a more inclusive alternate reality game take shape. I’m not sure if it would garner the same attention a widespread viral would normally achieve, but it would offer an innovative twist in this evolving marketing form.


How do you see the viral campaigns shaping up this year? Leave your thoughts in the comments section below!



New

PolitFlix 14: Thomas Crown’s Current Affairs: Dave Bond and James Murphy talk Gentleman Thieves, Last Jedis and the Politics of Friends
21 January 2018
PolitFlix 14: Thomas Crown’s Current Affairs: Dave Bond and James Murphy talk Gentleman Thieves, Last Jedis and the Politics of Friends

May interest You

VIRAL VAULT THE DARK KNIGHT RISES WITH JAMES MURPHY AND FRANK MENGARELLI
05 April 2016
VIRAL VAULT THE DARK KNIGHT RISES WITH JAMES MURPHY AND FRANK MENGARELLI
BATMAN V SUPERMAN LAUNCH WEEK THE DARK KNIGHT WITH NICK CLEMENT
22 March 2016
BATMAN V SUPERMAN LAUNCH WEEK THE DARK KNIGHT WITH NICK CLEMENT
GO WITH A SMILE A HISTORY OF THE JOKER ACROSS MEDIA
30 September 2015
GO WITH A SMILE A HISTORY OF THE JOKER ACROSS MEDIA

Popular

Die Hard with a Podcast! PolitFlix ponders the Die Hard series past and future. Also: Lethal Weapon 5? Star Trek Discovery continues. Expendables. And all the usual film /political news and comment with Dave Bond, James Murphy and Frank Mengarelli
05 November 2017
Die Hard with a Podcast! PolitFlix ponders the Die Hard series past and future. Also: Lethal Weapon 5? Star Trek Discovery continues. Expendables. And all the usual film /political news and comment with Dave Bond, James Murphy and Frank Mengarelli
PolitFlix: The Richard Curtis Rom-Coms, from 4 Weddings to About Time: Dave Bond and James Murphy look at the Brand, the Ethos, the Politics, the Legacy! Also: Blade Runner 2049/Indy 5, Justice League, Last Jedi, Brexit and those secret JFK Files!..
27 October 2017
PolitFlix: The Richard Curtis Rom-Coms, from 4 Weddings to About Time: Dave Bond and James Murphy look at the Brand, the Ethos, the Politics, the Legacy! Also: Blade Runner 2049/Indy 5, Justice League, Last Jedi, Brexit and those secret JFK Files!..

Tags