http://www.latimes.com/business/la-fi-boxoffice21jan21,1,1325739.story?coll=la-headlines-business
50 million bucks for 4 days for a film that cost half of much to produce. Strongest opening in January since some Star Wars movie. JJ Abrams gets it (and just in time for the Lost season 4 premiere at the end of this month. ) - and before you copy Cloverfield’s marketing and butcher upcoming movies take a moment and read why this type of ‘viral’ worked.
3) studios have it all wrong when they go for viral campaigns. please see Snakes On A Plane. They blast everyone everything - viral spreads organically. people will seek out content - it should never be the other way around. Cloverfield started as an unnamed trailer with a release date. And take a look at the web traffic: http://www.google.com/trends?q=01-18-08 Amazing huh? The teaser launched a jumping off point and minimal content was given to feed the fire. MARKETING RESTRAINT.
2) uh oh. a movie that succeeded using facebook/myspace social network marketing. does this mean I’m going to get applications, pokes, messages, friend requests, wall posts from every upcoming wanna-be viral movie? probably. the sanctity of facebook has been long dead - but at least with cloverfield I didn’t mind seeing some ‘top secret’ photos - GIVE RELEVANT CONTENT
1) it was a good movie. a shocker huh? so much emphasis is placed on marketing and advertising for the success or failure of a film - MAKE A GOOD MOVIE (this might be a bit tougher than the others)
Lots of comparisons have been made between Cloverfield + Blair Witch Project in terms of marketing + success - maybe the secret to a massively successfully low budget production is a bunch of people running around with a video camera in hand, who get stalked and killed! Maybe they’ll start serving movie snacks with a side of dramamine…
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