Viral marketing is an incredibly important advertisement and awareness campaign for films. Viral marketing is about creating a real world within your film with diffrent events that can be almost completely unrelated to your film and this makes it living and breathing with similar coverage as is given to news stories in the real world. The most common type of film that uses viral marketing are science fiction, action and horror movies. There intentions are to engross you in the film and to make you look for other materials regarding the film which is basically more film advertisements and this also increases word of mouth and interest in the film.
The first film that really made a sucess out of viral marketing was The blair Whitch Project. This was a small independent film made for $50,000 which is penuts in hollywood terms. It also has one of the highest ever profit margins for a film as it made over $100,000,000.
It used the internet for the first time creating official websites as well as "unnoficial fan websites" set up by the film makers to create a social buzz around the film.
CloverField is one of the new breed of viral marketing films. This film had a budget of $25,000,000 which is quite small by hollywood standards and made $171,000,000.One of the main success of this film was the advertising. Up until the full trailer release which was 1 year after the initial poster marketing and 3 months after a short trailer was broadcast. This ment nobody knew much about the storyline other than it was filmed in handheld camera and had a monster. This film has a similar formula to Blair Witch as it features an unknown cast and hand held camera and presents it as found footage. This creates suspension of disbelief and makes you more involved in the characters as you feel they re real people in an extraordianry situation.
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