Viral Advertising of Movies

VIRAL ADVERTISING
OF
MOVIES

NIRMAL K

why Movies are going for Viral Marketing?

4. Influence of other
media on people

1999
Direction: Eduardo Sanchez & Daniel
Myrick
Produced by: Robin Cowie & Gregg
Hale
Weaknesses of the film :
Tiny budget, unrecognizable actors &
limited point of view
BlairWitch.com, a heavily-promoted
tie-in website that treated the film as
if it were a genuine documentary
Less than a month after the film's
release, BlairWitch.com had received
nearly 80 million hits
On a production budget of
$60,000, The Blair Witch
Project outgrossed expensive horror
films like Sleepy Hollow and The
Haunting by tens of millions

2001
Written, Directed & Produced by:
Steven Spielberg
Alternate Reality Game:
THE BEAST
A murder mystery set in the year 2142, with a
scope that eventually included thousands of
websites, a series of real-time faxes & phone
calls and "anti-robot" rallies in 3 major U.S.
cities.
"The Beast" was the first truly successful ARG
More than 3 million people participated in the
game, from dozens of countries across the
world, before its solution was reached in the
weeks leading up to A.I. Artificial Intelligence's
release
But if "The Beast" offered a new example for complex, expansive viral marketing,
it also showed viral marketing's limitations. For all the effort that went into the
game, relatively few showed up to see A.I. Artificial Intelligence, which grossed just
more than three-quarters of its $100 million budget domestically.

2008
Produced by Legendary Pictures (with Warner
Bros)
Distributed by Warner Bros
Directed by Christopher Nolan
Budget : $185 million
ARG:
WHY SO SERIOUS?
More than 10 million players/participants
across the world
Cell phones soon began to receive calls from the
Joker.
In the face of a growing, nationwide Joker army,
District Attorney Harvey Dent pushed back, and
33 U.S. cities saw citizens participate in "I believe
in Harvey Dent" campaign rallies.

In the week before The Dark Knight's release, the "Why So Serious?" ARG ended
with hundreds of players gathering in downtown New York City under the Bat
Signal, which was projected onto a building. When the symbol was suddenly
"defaced" by the Joker, it signified the film's beginning—and the game's end.

Releasing Strategy
A unique feature of The Dark Knight is that the opening sequence was shot using
IMAX technology.
It was the first time ever that a major feature film had been even partially shot using
IMAX cameras
The Dark Knight's opening sequence and closing montage of other scenes from the
film, was screened with selected IMAX screenings of I Am Legend, which was
released on December 14, 2007. A theatrical teaser was also released with nonIMAX showings of I Am Legend, and also on the official website.
Warner Bros. held the world premiere for The Dark Knight in New York City on July
14, 2008.It was held in an IMAX cinema with the film's composers
James Newton Howard and Hans Zimmer playing a part of the film score live. The
film was released July 24, 2008 in the United Kingdom – right at the start of the
summer holidays
In the United States and Canada it was distributed to 4,366 screens, breaking the
previous record for the highest number of cinemas held by Pirates of the Caribbean
Warner Bros. re-released the film in traditional cinemas and IMAX cinemas in
January 2009 to further the films chances of winning an Oscar

BOX OFFICE
The Dark Knight earned $534,858,444 in North America and
$469,700,000 in other territories for a worldwide total of
$1,004,558,444
It became the fourth film in history to gross more than $1 billion
worldwide and the highest-grossing film of 2008 worldwide.
It is currently the 17th -highest-grossing film of all time worldwide.
It made $199.7 million on its worldwide opening weekend which
ranks 28th on the all-time chart.
It finally accomplished its goal, to cross the $1-billion-mark, in
February 2009.Therefore, as of March 2009, its total earnings stand at
over $1 billion worldwide.

2012
Direction: Ridley Scott
Produced by: Ridley Scott, David Giler
& Water Hill

•Usual theatrical trailers , 15second commercials, guest
appearances by its stars on a variety
of late-night shows
• A TED Talk delivered by one of the
characters in the story
• Video explaining the technology
behind the humanoid in the story

2012
Direction: Peter Jackson
Produced by: Carolynne Cunningham,
Zane Weiner & Fran Walsh
In preparation for the release of Peter
Jackson's The Hobbit: An Unexpected
Journey Air New Zealand has something
up its sleeve once again.
Air New Zealand is also offering a global
sweepstakes. Count the hidden Elvish
codes in the safety video, then visit
the website to unlock the code and enter
to win a round-trip on Air New Zealand
for you and a friend to attend the World
Premiere Screening of The Hobbit: An
Unexpected Journey, six nights
accommodation in New Zealand, a movie
set tour in Matamata, WETA Cave Visit in
Wellington and other great Middle Earth
prizes.

http://www.youtube.com/watch?
v=cBlRbrB_Gnc

http://www.traskindustries.com/

v=WJiFRdX1MUg

Around 900 Indian movies released in 2013( all regional
languages are included)
Gross Box Office of Indian film Industry : US$1.1 billion(as
per 2011 data)
Bollywood is the major industry in India

Market for Bollywood movies are spreading round the globe

The first Indian movie to get viral

Every aspect of the movie DHOOM
was viral : Bikes, Songs, Dance
numbers, etc.

Got viral due to its
promo song
KOLAVERI DI

Malayalam movie :
22 FEMALE KOTTAYAM

PROMO VIDEOS

v=PcGIljuAIYQ
v=z-lIT7AY8sI
v=Y2PGDNAWRO0

On the releasing day of the movie, free tickets were
given to the people who weighed more than 100kg at
major releasing centers

http://www.youtube.com/watch?v=ndaFxhSj8PQ
http://www.youtube.com/watch?v=4JGw7FO9Dok

Viral marketing may raise fan hype from "excited" to
"very excited,"
but it has a much harder time convincing anyone
who's not already sold on a film to participate in the
games/events—let alone buy a ticket to the movie.
But financial and practical concerns aside, it's easy to
appreciate the viral marketing campaign for what it
really is: a love letter to the fans.
And for the industry dealing with increasingly fickle
audiences, keeping fans happy may be motivation
enough.

Viral Advertising of Movies

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