The particular phenomenal Twilight Saga continues along with New Moon… in the weeks building up to its opening weekend it has gained massive amounts of attention plus awareness. This is no surprise given the techniques they have adopted.
So how possess they generated so much hype – and how can it be applied to an independent film?
The Producers and marketing team behind the saga have visited great lengths to make the most of social media marketing techniques, but have recognised the importance of offline PR techniques to provide fascinating material to promote. Here are a few of the on-line techniques used:
Twitter – The twilight series allowed, via their twitter give food to, the opportunity to ask the actors straight questions about the movie. Once again showing that access is crucial to the success of the film.
@Twilight – Twilight by Summit Amusement
@Peter Facinelli – Dr . Carlisle Cullen
@Billy Burke – Key Swan
@Ashley Greene – Alice Cullen
iPhone Apps – The twilight series clearly felt the need to create the iphone Application. The concept was to motivate interaction with the fans, and that they might pay a small charge for the privilege – Peter Facinelli and Billy Burke built an App that will provided an insight into the characters – biographies and so forth which gave additional background and depth to the film.
Facebook – By giving exclusive opportunities to their fans before the film launched and by providing unique interviews with the core cast, the production team allowed fans who were unable to meet the cast and crew in person to have an opportunity to find out more and get close to them through becoming a fan on Facebook. They opened discussion forums and provided pictures to give some behind-the-scenes opportunities.
Red-colored Carpet Live Stream – An online live stream from the red carpeting showed the arrival of the celebrities from the film – they used ‘UStream’ which worked particularly properly for this and generated record quantity of traffic. There’s no reason why independent filmmakers can’t do the same, with a little amount of effort… that said there needs to be awareness, which can be generated by some of the some other techniques demonstrated here.
You Tube – Lots of imitation on You Tube of many of the of the ‘Twihards’. It was clever as the imitations themselves promote the film. It might just be feasible to get some of the crew to do an imitation of the film they are working on for you and post it up upon you Tube.
Meeting people in person – creating massive offline PR
The entire cast – this includes the werewolves and the Volturi (the organized coven of “royal” vampires) – are making appearances everywhere conceivable! This means that by meeting people personally, they are creating connections. These connections will equate to ticket and products sales. In addition they conducted press meetings in Japan, Brazil and Mexico, to give a bit of worldwide spread for their publicity.
Of course there are many of the more traditional methods used to promote the movie. Trailers appeared prominently in movies and online months before the film was released and were made as soon as post-production started. Something definitely recommended by film marketers to bring the particular film to life and create interest.
Brand name Involvement
All the usual ‘big brand’ accompaniments followed the launch from the film which naturally meant reaching all the big brand customers – AT&T ringtones for example are regular to generate hype and awareness.
Naturally , this isn’t something that small independent film producers can do.
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But perhaps there might be local companies willing to support the availability and promote it on the release — especially if they have a number of customers.
Twilight adopted several competitions. For example , the possibility to win a trip to Italy is one of the big opportunities on offer to brand’s customers through sweepstakes, and a hide-and-seek style participation to get clues to win the trip. Volvo offered the opportunity to win the car the Edward drives. We can’t do that – but you could win some of the props?!
Even without a large brand onboard this is something than could be viral and a small budget allowance could provide a great chance for promotion.
So most of these methods are entirely possible to adopt on hardly any budget – it is simply a case of:
1 . Go where the audience is
2 . Drive them to something that they will find interesting
3. Develop “Buzz” through both off-line plus online PR
4. Content is usually King – create some!
five. Do it early – while you’re still in production or even before begin to promote your film.
6. Create a website to drive traffic
My recommended online tools are: Twitter, Facebook, You Tube, in addition to the new tool for film marketing, One Fat Stogie. com. For more on online advertising I recommend reading the following article which supplies some detail on the techniques as to how to generate traffic online for your movie.