With Paramount Pictures producing another puerile piece of paint-by-numbers ‘horror’ junk set to clutter our cinemas conveniently before Halloween 2011, what mastermind marketing tricks are they pulling to make fans of the franchise enter the cinema once again? Watch the trailer below and all will be revealed in the final frame:
Fans have been asked to tweet about the film using their postcode to get the film to play in their town before the actual premiere itself. ‘Predictable Activity 3’ will premiere on October 18th in the top 20 cities with the most tweets, 3 days before the film’s global release.
If you really want to see the third and, if there’s any justice, final instalment of the supernatural franchise here’s what you need to do:
1.Go to www.ParanormalMovie.com and select your city from a global map
2. Customise your tweet which uses a unique hashtag
3. Once your message is tweeted, it coutns as a vote. A leader board will then show the top 20 global markets in real-time.
Rob Moore, Vice Chairman of Paramount Pictures, had this to say about the campaign:
“The support of this franchise from the online community is phenomenal. We again look to reward them for that support by offering them the chance to see it first, this time expanding our reach globally,”
I think it’s a nice idea to allow an existing and excited user fan-base to incentivise others in their online social network to see the film before anyone else – adding a lovely sense of exclusivity to the experience which, in itself, will become a talking point. Whilst the competition obviously focuses on having people tweet from their town about the film, there is the added benefit that more people will hear about it through these means and, thus, start a ripple effect where the marketers hope that followers in their locality will do the same.
Despite my hate for the vulgar, cliché and offensively predictable ‘horror’ movies that Hollywood vomits into cinemas every year, the idea of influencing a sort of ‘social-networking osmosis’ is an interesting one that more and more advertisers are beginning to use.
And I kind of hope it does well.