Online Movie Marketing LabKatie Littleton-Sanders

The Story

Trust

Betrayal

Real-time

The Nature of Fear

Imagination running wild

Two ways of interpreting

SurvivalWrong turns

Shifting landscapes

Isolation

Audience Primary: ABC1 m/f 18-25 heavy cinema goers Secondary: 16-34 art house cinema fans

Fans of edgy thrillers 16-34 horror fans

Online habits: Film blogs, Empire, LOVEFiLM, IGN, Den of Geek, Ultraculture, NME,

Guardian, Music sites, Festival sites

Aims

•Position as the quality art house release in congested marketplace

•Generate intrigue

•Acquire, convert, engage and retain

•Use partnerships to connect with broader audience

•Drive sales on opening weekend

How can success be measured?•Trailer views•Followers / Likes•Engagement (retention)•Website hits / app users•#InFear trending in UK•Box office

Comparison Titles

DIGITAL STRATEGY Test - Build - Drive

Two Ways of Interpreting

Online teaser poster

Online poster

Press/key influencers - asset delivery

Exclusive clips, featurettes or on set videos to be delivered in the form of a muddied and blood splattered digital camera with USB adaptor.

#InFear

Secret screening #InFear

GPS Map app

This app will use Google Maps API and would invite users to find the path to a mystery screening location using GPS map coordinates . We can also re-purpose the app when the film is in cinemas and have an exhibs e.g. Odeon host it on their Facebook page. This time we would ask users to locate a car nearby certain cinemas to win a prize. There would be a hashtag on the car and hyperlocal outreach working with local community to position the car nearby. We could include a message on our cinema quads saying ’Find the missing car to win a prize' and a photo and coordinates. Whoever spots it uploads it to Facebook with the chance to win a mystery road trip.

#InFear

VIRTUAL MAZE

In partnership with expanding listings websites Resident Advisor, Unlike, Le Cool or The Nudge we would create a virtual maze app for their Facebook pages which invites you to guess the town/city and then places you in the street view map asking you to navigate (using Streetmap API). Users can win tickets to popular music festival Electric Picnic or a road trip round Ireland / destination of their choice.

MAIN TRAILER - launch 12 weeks out from release on MSN/Yahoo•Paid promotion on YouTube and Facebook•Online syndication to portals, film sites, horror blogs, news sites

POSTER LAUNCH – EMPIRE excusive launch 12 weeks out from release and launch of poster design competition ‘Design a poster of your greatest fear’ in partnership with University of The Arts / iD online.

RED BAND TRAILER – launch 6 weeks from release un-edited scarier version of the trailer on IGN / bloody disgusting to build interest in the title as a must-see horror title for horror/fanboy audience

OTHER VIDEO/POSTER ASSETSClips – place on Lovefilm, Grazia, Orange, Sky Movies 2 weeks prior to releaseTV spot(s) – Nuts, Shortlist placement online week prior to releaseFeaturettes with EPK footage – Yahoo, Total Film. Syndicate via Mymovies on week of release to maximise coverage. 

https://www.theppcpresents.com/streaming/?vid=3725Password: stud1oc4n4