Carrie (2013)Case Study

Sony Pictures.

Section B: Institutions and Audiences.

.US Film aimed at an International Audience. .Large Hollywood production with a $30,000,00 budget. .Innovative internet marketing for example viral YouTube marketing campaign.

Production

Production Budget: $30 million.Worldwide Gross: $83 million.

. Director- Kimberly Peirce.

. Previous-Boys Don’t Cry (1999) Stop Loss (2008) It is the third film adaptation of Stephen King's 1974 novel of the same name

It was filmed in 8 locations, all located in Canada – WHY?

Carrie is a remake of the 1976 horror classic starring Sissy Spacek. The new movie in 2013 grossed $16,101,552 in its opening weekend, placing third at the box office. WHAT ABOUT THIS?

Important Factors in the success of the film include.. MARKETING CAMPAIGN. VIRAL MARKETINGCASTING DISTRIBUTION

Production Companies.

• Metro-Goldwyn-Mayer (MGM) (presents) (as Metro-Goldwyn-Mayer Pictures)

• Screen Gems (presents) • Misher Films• Screen gems is a division of Sony Pictures

entertainment. • Misher films is an independent company.

Why do a remake?Carrie is a 2013 American supernatural horror film. It is the third film adaptation of Stephen King's 1974 novel of the same name, though Metro-Goldwyn-Mayer and Screen Gems, who produced the film, employed a script that was reportedly more faithful to King's original novel.

In May 2011, representatives from MGM and Screen Gems announced that the two companies were producing a film remake of Carrie. The two studios hired Spider-Man: Turn Off the Dark playwright Roberto Aguirre-Sacasa to write a screenplay that delivers "a more faithful adaption" of King's novel—Aguirre-Sacasa previously adapted King’s work The Stand into a comic book in 2008.

King remarked, "The real question is why, when the original was so good?"

They replied “to make the dollar” Deal with it.

Distribution

Distributors.• Andes Films (2013) (Chile) (theatrical) • Andes Films (2013) (Peru) (theatrical) • Distribute Movie (2013) (Uruguay) (theatrical) • Feelgood Entertainment (2013) (Greece) (theatrical) • Forum Hungary (2013) (Hungary) (theatrical) • Legend Cinemas (2013) (Cambodia) (theatrical) • Manfer Films (2013) (Bolivia) (theatrical) • SF Film Finland (2013) (Finland) (theatrical) • Screen Gems (2013) (USA) (theatrical) • Sony Pictures Entertainment (2013) (Japan) (theatrical) • Sony Pictures Filmverleih (2013) (Austria) (theatrical) • Sony Pictures Releasing Canada (2013) (Canada) (theatrical) • Sony Pictures Releasing (2013) (Australia) (theatrical) • Sony Pictures Releasing (2013) (Belgium) (theatrical) • Sony Pictures Releasing (2013) (Germany) (theatrical) • Sony Pictures Releasing (2013) (France) (theatrical) • Sony Pictures Releasing (2013) (Netherlands) (theatrical) (through Universal Pictures International) • Sony Pictures Releasing (2013) (Panama) (theatrical) • Sony Pictures Releasing (2013) (Singapore) (theatrical) • Sony Pictures Releasing (2013) (USA) (theatrical) • United International Pictures (UIP) (2013) (Argentina) (theatrical) • Universal Pictures International (UPI) (2013) (Netherlands) (theatrical) (through) • Walt Disney Studios Sony Pictures Releasing (WDSSPR) (2013) (Russia) (theatrical) • 20th Century Fox Home Entertainment (2013) (World-wide) (video) • 20th Century Fox Home Entertainment (2014) (USA) (Blu-ray) (DVD)

What does this say?What about UK audienceWhat about outer Mongolia?Vertical Integration Is demonstrated here.

Exhibition

Release

• The film was released October, 18, 2013 and was shown in 3,157 theatres. The initial release date was March 15, 2013, but in early January 2013 the release date was moved to October 18, 2013. This maybe was because it would attract a bigger audience close to Halloween as it is in the same genre and people love to watch scary movies near to Halloween to get in the spirit of things ect. This decreased to 2,252 after two weeks and then finally a gradual decrease from 1,512 on the third week to 210 on the final week.

The initial release date was March 15, 2013, but in early January 2013 the release date was moved to October 18, 2013.Sony held a "First Look" event at the New York Comic Con on October 13, 2013 that allowed attendees to view the film prior to the release date. The event was followed by a panel session with several members of the cast and crew. Trailers for the film included a phone number that offered promotions to the caller, as well as a recording of a simulated encounter with characters from the film

The film was released on DVD and Blu-ray on January 14, 2014. The Blu-ray features an alternate ending and deleted scenes. Alternate ending of the Blu-ray version features a 2 minutes extensions, where Sue is giving birth to her first child. But she struggles and suffers from extreme and unusual pain, while Carrie was seen to hug her baby instead of the doctor giving birth to her baby. Screaming in horror, Sue later discover she is just having a bad nightmare, waking up in her mother's arm, showing Sue is somehow mentally unstable and in a terrible shock

Marketing

A clever advertisement was put in place to promote the film, a prank was hosted in relation to the film which was added on YouTube by the makers to purposely promote the film. The ad campaign worked as the video went viral. The stunt was funded by MGM and screen gems to advertise the movie “Carrie”. Viral Marketing from ThinkModo shot the film over two days in ‘sNice café in New York City.

.Think Modo is know for their disruptive viral campaigns for ‘The Walking Dead’ and ‘Limitless’

.The prank video had 1,800,000 + Facebook shares, 91,000 + twitter shares and 260+ blog posts in October the 3rd 2013. It was also the fastest growing viral video in October.

Viral Marketing.

• As well as creating an interactive website Sony Pictures is also taking a viral and mobile marketing approach to promote the film.

• During Comic Con in New York, promoters of the film encouraged crowd-participants to “learn

what happened to Carrie” by calling 207-404-2604. This mobile call-to-action is also featured in the only released teaser trailer for the film on YouTube. When a user calls the phone number, they interactively engage in a conversation with the main character of the film, Carrie; only to be interrupted by an overheard conversation with her mother. In one of the creepiest calls I’ve heard (that is, next to the campaign for the House at the End of the Street), users are promised a unique experience leading up to the film when asked to opt-in for “further calls” from Carrie.

• The mobile marketing feature used by Carrie and Sony Pictures is an interactive and patented

feature called IVR, or Interactive Voice Response, technology. It, in essence, allows an end-user to have an interactive phone call with a pre-recorded conversation, creating an exciting and media rich experience that is unparalleled. Additionally, users that opt-in to the Carrie campaign may receive additional phone calls or text messages from Sony Pictures helping to engage and build excitement around the film in the six coming months until the film in the Spring of 2013.

• While many think of QR Codes or Mobile Webpages when it comes to a media-rich mobile

experience, it is important to consider your customer-base. Today in the US nearly 50% of cell phone users do not own a smartphone, and those individuals are left out when it comes to these “traditionally” considered media-rich campaigns. A feature like IVR allows businesses to interact with a much wider consumer base than smartphone-only mobile marketing campaigns, while still creating exciting and media-rich campaigns.

PUT THIS IN YOUR OWN WORDS

The film has used technological convergence by using twitter, Facebook, Tumblr to advertise the movie. Getting the audience to talk about the film. They also have link in the website that directs you to an interactive video where is takes you through Carrie’s house. You can also call Carrie and there is a Sony rewards scheme where you would get points for seeing the movie or buying it on Blu-ray, DVD, giving you a discount on other Sony products such as PlayStation 3 games, this is an example of synergy.

Technological Convergence.

Carrie also made a game which is also integrated on the website to promote the film. You need to use Carrie’s powers to collect orbs with objects she is controlling. This is an example of interactive campaigning. After the game you can share your score on Twitter and Facebook showing another example of technological convergence.

Star appeal.

• Julianne Moore – previous – Children of Men (2006).

• Chloë Grace Moretz- Kick Ass Two, young appeal.

• Gabriella Wilde – in Saint Trinian’s 2- young appeal.

Posters

The Original Film Version

• Carrie is a well known franchise. First a novel released on April the 5th 1974 written by Stephen King. Several adaptations of Carrie have been released, including a 1976 feature film, a 1988 Broadway musical, a 1999 feature film sequel, a 2002 television movie, and a 2013 feature film remake. Therefore already has a huge following and people will be eager to see the modern remake.