Viral Marketing

• The Internet:– A ‘buzz’ about the film can be generated in an internet

chat room, for example. Positive word of mouth is good promotion.

– Individuals films have their own website, which features clips, images, interviews and so on. This helps create public awareness. E.g. The Blair Witch Project, website provoked debate about whether the story was true or not.

– Internet Viral are created from web marketing, usually aimed directly at the target audience, creates a ‘buzz’ which spread through on-line communities. Consider the use of Facebook and youtube.

• What would be negatives about heritage marketing strategies – old style.

• What are the advantages of using the internet to market films?– Costs– Direct contact with target audience.

• You need to know the path of a viral marketing campaign.

• Famous cases could be– Paranormal Activity– The Dark Knight

• For each you should know:– When the film was released– How much was spent on production and the

marketing campaign (if you can find it)– How they used viral marketing to create an

interest in the film.– Whether you could call it successful.

• http://www.moviemarketingmadness.com/blog/2008/07/movie-marketing-madness-the-dark-knight/

• Further reading and links to the different parts of The Dark Knight marketing campaign.

• Paranormal Activity – use the link to make notes on how they used viral marketing to promote the film.

• http://www.movieviral.com/2009/10/27/paranormal-activity-viral-marketing/

• This information will help you answer:

• Outline and discuss the impact digital technology has had on the film industry.

• Technological convergence has been the single most important development in the film industry since sound. Discuss.