Part 1 – Marketing a Movie in the web era
All it took was the lack of most things present in todays marketing arsenal. No name, No press release, No Ben Affleck... just that feeling of wanting more. Using mystery on the internet to stir up buzz isn’t new, but what is new is that a major release movie is being marketed that way – with great success.
Originally released without a title and slated to hit theatres on “1.18.08”, the new J.J. Abrams flick (now known as “Cloverfield”) was quietly leaked on the internet with little mention. Soon, blogs all over the place were on fire with speculation and rumor as to what the movie was about or even titled. In fact, many people were even searching names Paramount had reserved in an effort to get more information.
The trailer is about a monster attack on New York City from the point of view of a small group of people with a handheld video camera. Not a lot was given away in the trailer, no big monster shot… nadda. Even the .com for the movie is shrouded in mystery and vagueness. The lack of details makes people want to dig. It creates a buzz and a movement that harkins to the early Viral campaigns Bungie did (“I love bees”) for it’s Halo release.
The game is changing, boys. Better take notes.