Roaring success
For movie marketers there is one truth: a film either makes it on its first weekend in a territory or it fails. With the advent of digital, they have the added channels of broadband, mobile and interactive TV to get people sufficiently enthused about an upcoming release to buy tickets and make it enough of a theatrical success that the DVD also sells well and a sequel is commissioned.
While attention can sometimes be drawn to stand-out campaigns such as the site for Untraceable, which claimed people were killing others by logging on, or the recent alternative-reality game for Dark Knight the vast majority of movie marketing is centred on the trailer. Getting it seen by as many people as possible is still the priority for movie studios.
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