Monday, November 30, 2009

Paranormal Activity

Paranormal Activity is a scary movie made in 2007 that surprised many with its huge success and popularity with almost no advertising or publicity. The film, a movie about a couple haunted by a demon, was shown at a few festivals and then it was released in 13 college towns. It sold out in 12 of the 13 towns. The producer then put the film on eventful.com so people could vote where the film should be released next.
Because of it's success, the producer decided to release it in 20 more towns, where it sold out 33 of the showings. The producer announced he would release it in 40 markets if he got 1,000,000 requests online. He got the desired requests, and the rest is history.
Paranormal Activity grossed $107.1 million in the U.S. and Canada, making it most profitable independent film. This is with literally no advertising or publicity. This story shows how much word-0f-mouth advertising and publicity really matters and how big of an impact it can have in certain markets.

Sunday, November 1, 2009

Modern Mousekateers

An article in this month's Time magazine titled "How Disney Builds Stars" talked about Disney's ability to manufacture teen talent. Superstars like Miley Cyrus, the Jonas Brothers, and Selena Gomez all got their start from Disney.
Disney not only manufactures these stars, they have developed ways to keep them with Disney for extended periods of time, instead of branching out to other endeavors (like Hillary Duff). The current model for Disney teen stars is attractive, wholesome 14-18 year olds who can act, sing, and dance. These triple threats have helped Disney stay afloat, despite dropping theme park attendance and DVD sales.
Disney is on the forefront of promoting young stars. They start with a 30-minute sitcom, a record deal with their own Hollywood Records, and a concert tour with Disney-owned Buena Vista concerts. Add on tie-in merchandise and heavy song rotation on Radio Disney and Disney movie soundtracks, and you have a winner.

http://www.time.com/time/business/article/0,8599,1930657,00.html