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Future of Entertainment Marketing

Future of Entertainment Marketing. 1-18-08. Cloverfield. Low Budget film ($30 million) No name Actors (Michael Stahl-David and Odette Yustman) Filmed entirely with a hand held camera Title was not actually released until late December. Results.

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Future of Entertainment Marketing

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  1. Future of Entertainment Marketing

  2. 1-18-08

  3. Cloverfield • Low Budget film ($30 million) • No name Actors (Michael Stahl-David and Odette Yustman) • Filmed entirely with a hand held camera • Title was not actually released until late December

  4. Results • Largest January opening in movie History ($42 Million) • Surpassed Star Wars Special Edition ($35.9 Million) • Forced 27 dresses into the number two spot

  5. How this was done • Relied Heavily on Viral and Buzz Marketing • Started with a trailer during Transformers • Clues, new websites, and the name were released slowly • Contest and prizes for solving puzzles

  6. How this was done • Slusho • Complete Secrecy • Strategic Placement of clues • Led to several websites and blogs • Producer J. J. Abrams stated that, while a number of websites were being developed to market the film, the only official site that had been found was 1-18-08.com

  7. Strategic Effects • Creates a User Community • Not simply talking about what you have found with friends • Encourages frequent returns • If the customer enjoyed the mysterious experience, more likely to do more than just wait • Generates hype • Similar to sites and books dedicated to HP #7 predictions

  8. Marketing Effects • Getting the public to do your marketing • Cheap, effective, independent • Multiple platforms • Cross Network, many mediums used • Lost, Web, Heroes, Radio • Another Successful Low budget film • A recent rise by Abrhams and others ability to create an emotional experience for the consumer without 100 million + budgets

  9. J.J. Abrams • Lost • Alias • Cloverfield • Upcoming Star Trek Movie

  10. Lost • OceanicAir • Find 815 • Hundreds of user generated websites • Blogs • Even a few Lost “theory” books

  11. Sources • http://www.msnbc.msn.com/id/22756913 • http://blogs.orlandosentinel.com/entertainment_movies_blog/2008/02/cloverfield-the.html

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