Thanks Martin!
I will repost my comment here for your reference.
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I would like to suggest the Blair Witch Project movie as one of the
most ingenious use of the web to market a low budget film and thereby
creating a successful brand at the cinema.
a. Create a scary mock documentary that will appeal to the young audience.
?The site attracted older viewers, too, but that coveted
12-to-17-year-old cohort is the group Hollywood is looking to lure.
And it consists of moviegoers who aren't allowed into theaters to see
the film without an adult. Indeed, the movie's "R" rating may even
help draw them to the site, where they can see a stripped-down version
of the story told in photos, sounds and video clips.?
?On the Web, Rags to Witch's; 'Blair' Site Built Mystery Long Before
Film Struck Gold?
http://www.shushinluh.com/MyResume/post_blairwitch.html
b. Using this targeted demographic of Internet enthusiast age group,
it was one of the first movies to use the power of internet marketing
to generate grassroots interest.
?Even the marketing campaign has become a sidebar for every major
media outlet. The Web site originally created by Sanchez and taken
over by Artisan treats "The Blair Witch Project" as a real event,
greeting surfers with the ominous introduction, ?In October of 1994,
three student filmmakers disappeared in the woods near Burkittsville,
Maryland while shooting a documentary. A year later their footage was
found.??
?The site goes on to offer the mythology of the so-called "Blair
witch," including a timeline; fake background information on the
filmmakers; evidence from a contrived investigation in the aftermath.?
c. Create additional buzz - ?They've also created a
"pseudo-documentary" for the Sci-Fi Channel which includes interviews
with the parents of the "missing" filmmakers??
?This 'Witch' boasting wicked marketing brew?
http://www.cnn.com/SHOWBIZ/Movies/9907/27/blair.witch/
Regards,
Easterangel-ga
Google Answers Researcher |
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