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01
FEBRUARY 2014

My Top 5 Favourite Movie Campaigns

The exact number of movies made and released a year would probably only be known by the esoteric but statistics have revealed a release of at least 700 movies in 2013 in the US alone. With the myriad of movie choices made available to us, just what exactly makes any one of them stand out more than the other?

MARKETING!!!

Disregarding film spin offs from already popular books such as that of J.K. Rowling’s Harry Potter, Avengers and Hunger Games who ingeniously rode on the sum of all the success of their counterpart literature and movies to market their subsequent film, as well as movies like Fitzgerald’s Great Gatsby backed by a STAR-STUDDED cast and whom brilliantly weaved movie promotions along with that of several high-end merchandise like Brook Brothers and Moet Chandon, 

HERE’S WHAT I CONSIDER OUR TOP 5 FAVORITE MOVIE MARKETING CAMPAIGNS
that turned what could have been a major flop of a zero to a hero! :)

1) CARRIE (2013) !!

If you haven’t already seen their Telekinetic Coffee Shop Surprise, consider this a favour we’re doing unto you and check out this video for yourself to understand why I placed this way up on the list.

Im pretty sure all you out there probably had the same reactions because this viral marketing video is AWESOME. Carrie may have been a remake, but it was of a movie screened about 4 decades ago where it’s unheard of to most of us here. Without boasting of a stellar cast, amazing screen effects or an amazingly whimsical and intriguing plot, just by this video alone, interest is piqued in my every cell to watch about this girl with telekinetic powers.

And guess what, Carrie’s was placed up first also because it probably costs the least on the least to carry out this marketing campaign—a single 2 min video that could reach every corner of the world with an internet. And pray tell, it sure reached us with a bang. If this is not smart, then what? 

Im pretty sure all you out there probably had the same reactions because this viral marketing video is AWESOME. Carrie may have been a remake, but it was of a movie screened about 4 decades ago where it’s unheard of to most of us here. Without boasting of a stellar cast, amazing screen effects or an amazingly whimsical and intriguing plot, just by this video alone, interest is piqued in my every cell to watch about this girl with telekinetic powers.

And guess what, Carrie’s was placed up first also because it probably costs the least on the least to carry out this marketing campaign—a single 2 min video that could reach every corner of the world with an internet. And pray tell, it sure reached us with a bang. If this is not smart, then what? 

2) The Simpsons Movie(2007)

We’ve all seen or somewhat heard or seen Simpsons, America’s longest running animated sitcom, that fat yellow being and his crazy looking family that would tell you of every satirical joke you could and couldn’t think of. So what else is it that we have yet to see on TV that has to be particularly caught on the big screen? I mean, they’ve even featured the rapture of the earth and Christ’s second coming in one of them episodes already.

Yet, the team managed to remind America of the love they shared for Homer and all his ‘Homies’ by the live re-creation of Kwik-E-Mart, as often seen in the cartoon. Ten 7-Elevens around the country and 1 in Canada were instantaneously transformed in Kwik-E-Marts and various familiar daily items of Simpsons like Buzz Cola, Pink Donuts and KrustyOs made their appearance in the shops as well!

Even in several other countries around the world that didn’t get their very own Kwik-E-Marts, Krispy Kreme and various other doughnut shops promoted the Iconic Pink Donuts in lieu of the movie. And it wasn’t just the glory of THAT pink D’OH-nut that graced our midst but the audio infection that Homer’s deep bass sounding voice was in the Spider Pig song. (Yep, I loved it so much, it was my ringtone for a whole year despite never having been a Simpsons fan. :D #memorable)

3) Batman: The Dark Knight Rises (2012)

It was almost cult-like, in all its glory. Im talking about the scale of achievements of their marketing efforts.

The movie created the ultimate real-life reality game where Gotham City was breathed life into and which became the mecca for 10 million unique players around the world, down to the details of a local Gotham Newspaper and Police Department with all its activities.

Joker. Joker. Joker. From bills to billboards, you’d see the Joker and his recruitment to hunt down Batman. A scavenger hunt (just to see the movie trailer) across the world took place, allegiances were beckoned through the individuals’ masquerade at local landmarks, even hidden ‘packages’  of Joker’s phone delivered in the disguise of cakes. Emails and phones of these players were contacted by the supposed Harvey Dent, mayor of Gotham City, and when asked to show their support, flash mobs and protests were almost instantaneously birthed.

Pure hair-raising.                                      

THANK God this whole thing wasn’t real. And if I may ask, Hey, isn’t Gotham City, Batman and the Joker really just in the comics?? -.-

4) The Blair Witch Project (1999)

Perhaps one of the earliest and MOST Successful Movie Marketing campaign of all time. Considering that it was really just a low budget film with a plot that soundedly seemingly dry—3 students who disappeared in the hills in a bid to create some documentary about a local myth, and released 15 years ago when Facebook and Twitter has yet to be, here’s why it’ll still be mentioned as one of the top marketing campaigns for all times.

It was the trailblazer of all online viral marketing projects where they actually projected the realities of the students in the movie on to the 3 main actors themselves in real-life. Before the movie premiered, the world was tricked into believing that the 3 students/actors were killed or had disappeared by a series of police claims and warrants, wanted posters, photos of fabricated evidence. No one could find either of the 3 stars at all prior to the premiere of the movie. But even after the re-appearance of the actors, that deep feeling of surrealistic uncertainty stuck to the minds of the masses.

We were all left wondering if the entire story of the movie was if any, real at all. (OF COURSE ITS NOT!)

But kudos to the team who continued to expand the mystery of the plot during their 10th year anniversary with an additional release and upload of pictorial and video  ‘evidences’ regarding their disappearances. FANTASTIC ATTEMPT and CONSISTENCY.

5) Secret Life of Walter Mitty (2014)

A movie about 4 different dreams of just your regular Joe next door. It sounds *YAWN boring already. But an unexpected twist in the direction of the marketing campaign multiplied our interest and support towards to the movie.

As part of the promotional efforts for the movie, Twentieth Century Fox hired filmmaker Casey Neistat to film anything he wanted under the campaign: Live Your Dream—To motivate, inspire and give people a catalyst to do something they have never done.

But what Neistat did instead, was something wildly unexpected And KIND. This man flew to Philippines and spent every single dollar of the $25,000 film budget on relief efforts for the disaster-stricken. He chose to help live out the dreams of these people. And I cant help but give him credit for showing us a Good Cause on how our Ka-Ching ($$) could be used to enable others and infinitely, meet the basic needs of life that they who are deprived couldn’t even dream about. 

Dreams. That which you and I both have. They are all worth living for :)

 

Alright alright.. I know I said 5. But I couldn’t help but make mention about the Life of Pi—a hefty movie production of 120 million based on a story that did not have a prequel and isn't based on any other literature, games or franchise property. It was overtly spiritual, had no movie stars and was launched at a time as Hobbit and Les Miserables. Yet, Just based on this 2 distinct executions—a masterclass by Lee Ang himself, and a premiere in Cannes delivered in true grandeur and style.

Masterclass
Sure, there was Piranhas; but nothing spells the word spectacular like the 3D films that Life of Pi and Avatar truly exemplified. We all knew that Life of Pi was a 3D visual and theatrical masterpiece and what better way to resound the acclaims that it signified by having Lee Ang himself share a masterclass; Yes, him who bags an award from every major film awards each time he directs and produces one.

Premiere
Defying traditions, audience were literally teleported into the movie when they were brought to enjoy and ExPerIEnce the movie by being  seated in one of the lil white lifeboats like that of Pi’s adorning a mega pool facing the massive movie screen. Sure, it might be a Little uncomfortable, but there were little cushions within the boat! And this is definitely one cool experience of a lifetimeJ Now if only they could simulate the waves that Pi experienced.. :D

 

And Oh yes!!  Courteousy of The Last Exorcism’s marketing efforts.

Here’s just one LAST video that unfortunately didn’t make the cut for our top 5 (or 6) list of favourite movie marketing campaigns. But still, kudos for providing fodder for our laughter!
At the same time, *thumbs down to lecherous men. HAHAH!