Now Starring In Movie Marketing: Interactive Trailers
Mirror mirror on the wall,
Who has the best movie trailer of them all?
“Dark Knight Rises” and “Prometheus” offer nice images to see,
But “Snow White and the Huntsman” has more content for me!
“Snow White and The Huntsman” is the second movie of 2012 to offer a different take on the Brothers Grimm fairy tale that provided the basis for Walt Disney’s classic 1937 animated film. And while it’s enjoyed better box-office results than “Mirror, Mirror,” it also boasts the coolest movie trailer yet—one specifically designed for online viewing and interactivity.
In that respect, even though its source material is rooted in cinema’s past, this “Snow White/Huntsman” trailer points the way to the near future of digital movie marketing.
The trailer (http://movies.yahoo.com/movie/snow-white-and-the-huntsman/custom-1/) offers the usual quick edits, loud music and portentous dialogue we’ve come to expect from big-budget movie previews. But run your computer cursor over the screen and pop-up boxes take you to content within the content: behind-the-scenes peeks at the making of the movie, extra sound bites with stars Charlize Theron and Kristen Stewart, production factoids, photo galleries and discussion threads (“Which character do you think you are most like?” asks one such thread).
Yes, it is all content that is likely to end up on the Blu-ray edition of the film. But to offer it up early to whet the appetites of moviegoers is a stroke of marketing genius—especially when you consider two trends that are having an impact on movie marketing:
- The movie trailers themselves are becoming cinematic “events;” a first look at “The Avengers” or “Dark Knight Rises” trailers can generate shouts and applause among audiences there to see a different genre film from the same studio. And more people are viewing these trailers online, where they can be shared and consumed like extra-large bags of overpriced theater popcorn.
- Social media is becoming more of a factor in whipping up buzz for certain films; hence the inclusion of Facebook-style discussion threads in the “Huntsman” interactive trailer. Fans of “Twilight” and Ms. Stewart are already used to talking among themselves on social networks, so why not transfer that enthusiasm over to other movies featuring the actress?
Because Twitter, Facebook, YouTube and Pinterest are now key distribution channels for sending out links to trailers among movie-lovin’ friends, expect to see more interactivity in these previews. Theron, Stewart and Chris Hemsworth may be the cinematic royalty in “Snow White and the Huntsman,” but the fair maidens and dashing princes who make up the target audience are the ones who will reap the content benefits of innovative marketing methods.
CI-Group, a New Jersey advertising agency, provides digital marketing and advertising consulting to Fortune 2000 companies in a wide range of industries. Founded nearly 30 years ago and based in Whitehouse, N.J., CI-Group is recognized as a top advertising agency specializing in marketing strategies, event marketing, promotions, direct marketing, digital printing, warehousing and fulfillment. Companies seeking an award-winning interactive agency thatmerges creative strategies with effective tactics should call 908-534-6100 or visit www.ci-group.com.
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