Movie Marketing in a Dot-Com World: What Sells the Popcorn
A bunch of us here at Mottis are self-proclaimed movie buffs.
A typical Monday morning has at least one of us gushing about a movie we just saw in theaters that weekend. But lately, we’re talking a little less about the actual movie and more about the innovative marketing moves that have us counting down the days until we can buy a ticket.
Two of our favorite movie franchises have caught our attention by stepping outside the typical box of television and print movie marketing. Taking their efforts to the web and social media, The Hunger Games: Catching Fire and X-Men: Days of Future Past are both creating a unique buzz around their follow-up feature films.
The Hunger Games centers around Katniss Everdeen, a teenage girl who is shipped off to The Capitol to compete in a brutal, gladiator-style competition against other kids. The Capitol is a flourishing, utopian city full of the most wealthy and powerful people, while the rest of the country is nearly destitute. It’s pretty messed up.
So, yes, the idea of The Capitol leaves a bad taste in all of our mouths, but we have to admit, the outlandish and extravagant fashions (that make Katy Perry and Lady Gaga seem tame) keep us all wondering what they’re gonna come up with next! That’s why we were so excited when we discovered the team behind The Hunger Games movie franchise made the clever move of giving The Capitol an online presence of their own.
Capitol Couture is an online fashion blog presented completely in The Capitol’s voice as a “Capitol Sanctioned Source for Fashion & Culture.” The crazy, fashion-forward contents may seem completely a work of fiction, but they are in fact real world designers and trends ripped from our runways. Between fashion do’s and don’ts, they seamlessly work in gossip-style posts about The Hunger Games characters giving us a much desired sneak peak to the new film in an innovative way.
Capitol Couture also has broadened the reach of their posts with popular Instagram, Facebook and Twitter accounts. To engage users, they just launched an online campaign challenging users to hashtag their “Oh So Capitol” photos with #CapitolStyle for a chance to be spotlighted on Capitol Couture.
It seems like every year a new X-Men movie is taking over the box-office resulting in our office wanting to have a genetic mutation that leaves us with superhero abilities. X-Men: Days of Future Past, the sequel to 2011′s X:Men: First Class (which is a prequel to the X-Men film series), comes out next year. But how do you get people talking about ANOTHER superhero movie after SIX other X-Men movies have come before it? Enter Trask Industries.
In the new movie, Trask Industries is responsible for the leading research and development of technology “to control the mounting X-gene threat.” Basically, they’re the evil, mutant-hating corporation trying to do away with all those that have the X-gene.
The Days of Future Past team brilliantly brought Trask Industries to life via a website that eerily looks and functions like a modern company website. The site has been used to give us an inside look at Trask Industries, but also to reveal a highly-anticipated group of characters, The Sentinels. These mutant-hunting robots created by Trask Industries have been at the center of the excitement for the new film, so, it was a perfect move to make the Trask Industries website the first place we are able to get a real (360°!) look at them. We’re interested to see how they use and grow this campaign as the film’s release date draws closer in the coming year.
The Hunger Games: Catching Fire and X-Men: Days of Future Past have both taken an interesting route with their marketing efforts – choosing to give a tangible connection to the perceived “villain” of their stories. In both instances, their web presence gives more depth and reality to their stories, but more importantly gives the audience an opportunity to interact with and access information through an unexpected portal.
We really hope to see more innovative and thoughtful movie marketing solutions like these two in the future. Have you seen any creative movie marketing solutions lately? We’d love to hear about them!
Feature Image | New ‘X-Men’ viral site gives first look at the Sentinels | MSN Entertainment
Post Image | capitol couture on Tumblr | tumblr.com
Post Image | SM2_INTER_COMMS | J. Narrin, Trask Industries