VIRAL ADVERTISING

OF

MOVIES

NIRMAL K

why Movies are going for Viral Marketing?

1. High Budget/ Expense

2. High rate of competition

3. Piracy

4. Influence of other media on people

1999Direction: Eduardo Sanchez & Daniel

MyrickProduced by: Robin Cowie & Gregg

Hale

Weaknesses of the film :Tiny budget, unrecognizable actors &

limited point of view

 BlairWitch.com, a heavily-promoted tie-in website that treated the film as

if it were a genuine documentary

Less than a month after the film's release, BlairWitch.com had received

nearly 80 million hits

On a production budget of $60,000, The Blair Witch

Project outgrossed expensive horror films like Sleepy Hollow and The

Haunting by tens of millions

2001Written, Directed & Produced by:

Steven Spielberg

Alternate Reality Game:THE BEAST

  A murder mystery set in the year 2142, with a scope that eventually included thousands of websites, a series of real-time faxes & phone calls and "anti-robot" rallies in 3 major U.S.

cities."The Beast" was the first truly successful ARG

But if "The Beast" offered a new example for complex, expansive viral marketing, it also showed viral marketing's limitations. For all the effort that went into the

game, relatively few showed up to see A.I. Artificial Intelligence, which grossed just more than three-quarters of its $100 million budget domestically.

More than 3 million people participated in the game, from dozens of countries across the

world, before its solution was reached in the weeks leading up to A.I. Artificial Intelligence's

release

2008Produced by Legendary Pictures (with Warner

Bros)Distributed by Warner Bros

Directed by Christopher NolanBudget : $185 million

ARG:WHY SO SERIOUS?

More than 10 million players/participants across the world

Cell phones soon began to receive calls from the Joker.

In the face of a growing, nationwide Joker army, District Attorney Harvey Dent pushed back, and

33 U.S. cities saw citizens participate in "I believe in Harvey Dent" campaign rallies.

In the week before The Dark Knight's release, the "Why So Serious?" ARG ended with hundreds of players gathering in downtown New York City under the Bat Signal, which was projected onto a building. When the symbol was suddenly "defaced" by the Joker, it signified the film's beginning—and the game's end.

OFFLINE

Releasing StrategyA unique feature of The Dark Knight is that the opening sequence was shot using IMAX technology.It was the first time ever that a major feature film had been even partially shot using IMAX cameras

The Dark Knight's opening sequence and closing montage of other scenes from the film, was screened with selected IMAX screenings of I Am Legend, which was released on December 14, 2007. A theatrical teaser was also released with non-IMAX showings of I Am Legend, and also on the official website.

Warner Bros. held the world premiere for The Dark Knight in New York City on July 14, 2008.It was held in an IMAX cinema with the film's composers James Newton Howard and Hans Zimmer playing a part of the film score live. The film was released July 24, 2008 in the United Kingdom – right at the start of the summer holidaysIn the United States and Canada it was distributed to 4,366 screens, breaking the previous record for the highest number of cinemas held by Pirates of the Caribbean

Warner Bros. re-released the film in traditional cinemas and IMAX cinemas in January 2009 to further the films chances of winning an Oscar

BOX OFFICE

The Dark Knight earned $534,858,444 in North America and $469,700,000 in other territories for a worldwide total of $1,004,558,444

It became the fourth film in history to gross more than $1 billion worldwide and the highest-grossing film of 2008 worldwide.

It is currently the 17th -highest-grossing film of all time worldwide.

It made $199.7 million on its worldwide opening weekend which ranks 28th on the all-time chart. It finally accomplished its goal, to cross the $1-billion-mark, in February 2009.Therefore, as of March 2009, its total earnings stand at over $1 billion worldwide.

•Usual theatrical trailers , 15-second commercials, guest appearances by its stars on a variety of late-night shows• A  TED Talk delivered by one of the characters in the story• Video explaining the technology behind the humanoid in the story 

2012Direction: Ridley Scott

Produced by: Ridley Scott, David Giler & Water Hill

2012Direction: Peter Jackson

Produced by: Carolynne Cunningham, Zane Weiner & Fran Walsh

In preparation for the release of Peter Jackson's The Hobbit: An Unexpected Journey Air New Zealand has something up its sleeve once again.

Air New Zealand is also offering a global sweepstakes. Count the hidden Elvish codes in the safety video, then visit the website to unlock the code and enter to win a round-trip on Air New Zealand for you and a friend to attend the World Premiere Screening of The Hobbit: An Unexpected Journey, six nights accommodation in New Zealand, a movie set tour in Matamata, WETA Cave Visit in Wellington and other great Middle Earth prizes.

http://www.youtube.com/watch?v=cBlRbrB_Gnc

http://www.trask-industries.com/

http://www.youtube.com/watch?v=WJiFRdX1MUg

Around 900 Indian movies released in 2013( all regional languages are included)

Gross Box Office of Indian film Industry : US$1.1 billion(as per 2011 data)

Bollywood is the major industry in India

Market for Bollywood movies are spreading round the globe

The first Indian movie to get viral

Every aspect of the movie DHOOM was viral : Bikes, Songs, Dance

numbers, etc.

Got viral due to its promo song KOLAVERI DI

Malayalam movie : 22 FEMALE KOTTAYAM

http://www.youtube.com/watch?v=PcGIljuAIYQ

http://www.youtube.com/watch?v=z-lIT7AY8sI

http://www.youtube.com/watch?v=Y2PGDNAWRO0

PROMO VIDEOS

Malayalam movie : DA THADIYA

http://www.youtube.com/watch?v=ndaFxhSj8PQ

http://www.youtube.com/watch?v=4JGw7FO9Dok

On the releasing day of the movie, free tickets were given to the people who weighed more than 100kg at major releasing centers

MERCHANDISING

Viral marketing may raise fan hype from "excited" to "very excited,"

but it has a much harder time convincing anyone who's not already sold on a film to participate in the games/events—let alone buy a ticket to the movie.

But financial and practical concerns aside, it's easy to appreciate the viral marketing campaign for what it really is: a love letter to the fans.

And for the industry dealing with increasingly fickle audiences, keeping fans happy may be motivation enough.