In the grand world of entertainment there have been many attempts at using the web to launch a product. Some have been spectacularly successfully and some have been even more spectacularly horrible. Either way, the web is more and more becoming an important (if not cheap) way to launch marketing campaigns for any media release– this especially holds true for films where the web was seemingly made to host interactive trailers, pictures, and aggregate news on the release.
Years back you may recall the “Blair Witch Project“, which appeared in Cannes to much critical acclaim. The film appeared in 1999 at Cannes and was given little fanfare besides a small lightly built web site featuring clips, stories, and folklore surrounding the movie’s back story. For many (admittedly myself included) on first watch of the “leaked” film from a movie site. the film seemed very real. It was shot unlike any other film in a very long time using hand held camcorders, quick cuts, and little to no special effects. This intensified the overall feeling and lent credibility to the film’s believability. By the time the film made it to major release and we’d all had a chance to watch it a few more times there were some things in the film that clearly spelled out it was both acted, as well as, scripted; but nevertheless it was a highly successful way to launch a film.
Ten years later a new film hopes to recapture that “Blair Witch Project” feel using both the web and that same recorded live with a camcorder feel. The film is “Paranormal Activity“. The spin this time is we do know out the door it’s both acted and scripted. Instead the web site is used as a campaign launch to show localized movie theaters where demand for the film exists. You can go to the site and show your support by “demanding” the film in your zip code. Each zip code affiliates with a bigger release zone (for example my area collates with “metro-NYC”) and using those metrics the film makers plan to show the release outlets where the film should be released beyond the initial and already launch “limited” release. It’s a great idea and it appears to be working well in their favor. Better yet– voting requires an email address so you know that the marketing team will have a field day with actually knowing who to spend their advertising dollars on, as well as, being able to directly notify the viewers when the film is out in a given area.
It goes to show you that even an old concept can be revamped to meet new ends and that as the web continues to evolve it not only can live in harmony with traditional media, but augment the ability for actual investment to be put behind those releases. I personally like that idea and applaud the marketing team behind it for their efforts.
