Monday, October 5, 2009
Paranormal Activity (2009) - Marketing strategy
Paranormal Activity (2009) - No this is not a review. This is one of the smartest marketing campaigns I have seen in recent years. The movie must be decent of this would have died out very quickly. Paramount Pictures goes with a limited release but says if you vote for it, it can come to your area. The buzz has built and the movie grossed half a million in midnight showings in a very limited release. Now it will expand to 40 cities and the campaign is a success BUT I have to say I am getting annoyed with the "Is it in your city?, No! then Vote." approach. It feels manipulative. If your movie is so good then just release it and be done. Let it stand on its merits. I don't want to hear that crap about you can't afford it. It has enough buzz that Paramount Pictures could release it nation wide. Why don't they? Because they are playing us to create a buzz for their movie, to maximize what it can gross. They are trying out a new model where they try to slow burn a movie into a success. Currently you get a few weekends and then movies stop grossing much. Hell most horror movies only get a few weeks in theaters and then they are gone. Here they are trying a different approach. This though, is the thing, backlash can be an ugly thing. People don't mind the underground word of mouth but when they find out it is the studio spreading the word they will turn on the film. I am already in the camp that I don't want to campaign to see a movie. I am paying to see movies, Am I going to work to get to my area and then get to see it free? No! Paramount gets us to do the selling and then charges us to see the movie, what is with that? So if Paramount is as smart as they seem they will quickly end this campaign.