It used to be that Hollywood could sell a movie with a simple trailer, a movie poster, and some billboards. Those days are gone.
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As DVRs continue to undermine television commercials, people spend more time online, and young people become more jaded toward traditional advertising media, studios needed to find another way to grab the attention of the movie going public.
Overwhelmingly, their solution to the problem has gone something like this: reach fans online or in the real world and present them with something that causes them to question it's validity.
The Blair Witch Project, on its shoe-string budget, was one of the first to employ such tactics. Since then, studios seem to raise the stakes each year, creating bigger and more involved stunts. This year, the ad agency for the movie Chronicle constructed a set of motorized gliders that made it appear as if three people were flying over New York.
Campaigns need to be outrageous enough to make people stop and stare (and send it to their friends via Facebook), but can't be so over-the-top that it's obvious it's an ad.
Chronicle
At the end of January, hundreds of New Yorkers were fooled into believing that three people were flying over their city's most beloved landmarks.In fact, what they were seeing were people-shaped air crafts flying around the city to promote the movie Chronicle.
Thinkmodo, the agency who created the stunt, was inspired by the three main characters in the film whom all have the ability to fly.
While only a small number of people saw the actual stunt, videos quickly started circling the web and the film was first at the box office its opening weekend.
Zombieland
"What do you want? Brains. When do you want them? Now." The cry could be heard as a crowd of the undead walked the streets during Comic Con 2009.
While not out of the ordinary these days, especially with the success of "The Walking Dead", zombie walks were unique when Sony sponsored this one to promote their comedy Zombieland.
What started as a stunt at ComicCon, spread across the country, as Sony offered free advanced screenings of the movie in select cities. There was no cost for the screening, but viewers were asked to dress in their zombie best and participate in the zombie walk up to the theater.
G.I. Joe: The Rise of Cobra
During 4th of July weekend in 2009, beach goers at the Jersey Shore had a guest drop in, literally. Instead of using the traditional airplane-pulled banner to market the film G.I. Joe: The Rise of Cobra, Joe actually rode in on a helicopter.
Videogum.com recounts one beach bum's reaction:
"It was very cool as it felt like GI Joe had come to life for me and [it was] effective as EVERYONE I ran into on the Jersey Shore was talking about it."
See the rest of the story at Business Insider
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