Technology, Social media and film

Andy, James, Samya,Maya

One of the best examples of a successful social media promotion campaign for Cinema was for Paramount's 2009 release

Paranormal Activity

The film, which was made for less than $15,000 went on to gross more than $150 million at the box office.

Paramount’s focus throughout was to offer Paranormal Activity as an “interactive experience” rather than just a movie.

Fans across the country could demand by hitting a "Demand" button on its website that the movie be screened in their area.

That, in turn, determined which markets Paramount would select for a series of midnight screenings.

Paramount extensively used Facebook and Twitter to promote the film

Partnering with Eventful (an online events discovery service) to get would-be fans to request a screening of the film in their area.

The goal was to eventually get 1 million fan requests for the film to enter wide release.

They created a short teaser video to create a buzz

https://www.youtube.com/watch?v=7TC9bKyDB5Y

Within 72 hours of launch the "Demand" ticker had surpassed 860,000

"Paranormal Activity" become a recurring trending topic on Twitter during the midnight hour for several consecutive weeknights.

A sponsored Twitter account, already had over 47,000 followers, with more than 4,700 fans uploading their video reactions to the film.

Technology Technology shifts ( Enjoyment):•Enhanced customer experience •3D/4D •Screening quality is preserved •Cost of digital is much less than analogue “$16000 per 220 hours compared to $1.8M for film

Technology shifts (Influence on marketing):•Creating a buzz •Tell don’t sell •Target specific audiences •Social listing •Empowering consumers

Social MediaConsumer shifts:•Home entertainment(DVD/online)•More demanding •In seat catering •Pricing •Screens for adults only •3D/4D experience

Honeycomb