"2. Bridesmaids (Universal Pictures)
Universal Pictures picked up an international movie-marketing award for Bridesmaids in Australia for their strategic use of publicity and advertising when promoting the film. But what I think really stood out about this campaign was Universal’s ability to tap into the minds of its target market- women. Bridesmaids hosted a Facebook contest where they asked fans to send in pictures of themselves in their worst bridesmaid gowns. 30 bridesmaids were chosen and hosted at the Angelika Theater in New York City where they were treated to a special screening. Women being social creatures by nature were encouraged to tweet, post, and blog during the film. Word of mouth quickly spread that the movie was hilarious and heart-warming and a box office success was born."
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The below film is not actually part of my case study but it may be a good film to have in my knowledge for the exam because it had a hard time marketing itself, but the below information relates to viral marketing. It would also fit in with the idea of art house film marketing which I Have tried to discuss with Vicky Christina Barcelona.
"Martha Marcy May Marlene (Fox Searchlight)
Movies like Martha Marcy May Marlene are the hardest films to market not only because they often have virtually no budget, but also because there isn’t a clear target market. Or sometimes the content of the movie is so specific or obscure that it can be hard to convince the general population why they want to see the film. I nominate Martha Marcy for campaign of the year because it had the impossible task of marketing an independent movie about a cult without any big-name actors and a title that no one can remember. This was also the first time a studio released movie trailers exclusively through QR codes. I think the movie’s website has a creepy cool vibe as well."
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