El Gaffney

Movies Making Moves

I was on the cusp of writing about the marketing of J.J. Abrams’ Cloverfield and Lost. However, three things made me decide to make this post more specific to movies:

1. Much has already been said about both. (In particular, I recently saw Three Minds post about Cloverfield and Brand Flakes post about Lost.)
2. Last night’s unfortunate and awful Golden Globe production make movies top of mind. (It was the first time I felt the real impact of this writers’ strike.)
3. I just saw this pretty excellent site for Be Kind Rewind. (Image below is from the Swede Yourself section.)
While this site is not novel in its idea or application, it is relevant to the movie and does follow the (tentative and changing) rules of viral success: make it personal, make it simple, make it slippery. (via Herd)

It has “pass-ability” like its predecessor, Simpsonsize Me—which I read had over 16 million hits and 700,000 photos uploaded in 3 days. It makes nice use of the actors, Jack Black, Mos Def, and Danny Glover like Snakes On A Plane did with Samuel L. Jackson—may have not have made money to match the buzz, but over 1.5 million calls were sent in week one alone. Even it’s not the most novel or cool thing out there, it does show that movie studios are investing in the digital space with interactive content. And they are showing they understand communities and community needs, whether its galvanizing an existing community (often times the case for a sequel or book adaptation or even leveraging a fan club of an actor). Kite Runner did both with its clubs for pre-screenings, celebrity-signed kite auction for charity on eBay, and other prizes.

I must say, however, that most fall short in continuing the relationship with movie goers. They create excitement, get people to the theaters, let the film speak for itself, and assume people will recommend to friends, family, coworkers, etc. Which is not a bad assumption. Lots of us love to talk about movies. However, there seems to be an opportunity to aid in this WOM by applying some time and effort to reconnecting post-seeing the movie, especially in the online world. Rather than have people leave and lose them, why don’t we extend the conversation and make it easier for people to share their thoughts (hopefully recommendations). Whether its through more related content (new side characer story-lines, for example), badges to wear with pride on your blog or Facebook profile (or even soundtrack samples), sites that are only accessible to those who saw them movie (make them answer a question from the movie) that offer exclusive merchandise or other experiences, etc., it is largely under-leveraged.

In short, viral shouldn’t stop at the end credits.

I remember feeling that way about Juno. I left the theater wanting to tell (just about) everyone I knew to get tickets immediately. Instead of sending a mass text though, I hit up Twitter and told 40 people rather than 140. I wanted to post about it and title the post, “Honest to blog” but couldn’t remember the line. My old boss, Nigel believed strongly in the power of highly repeatable thoughts. Most times they took the form of taglines. Movies usually have hundreds of little pieces of highly repeatable lines, stories, thoughts baked in. The more we can give a taste of this interestingness, interactivity, and i-(shit no i-word) how about “viral-ity” into our communications pre- and POST-viewing, the better.

There’s probably such a thing as over-promoting (think Jerry Seinfeld for Bee Movie) but overall it seems movies are again remembering the success of The Blair Witch Project—which grossed $248MM at the box office with a $25K budget.

Tags: movies, viral

Inbox of Immaturity: Walk Hard

When immaturity and ingenuity in marketing collide, the thing (link, story, etc.) gets elevated to the IOI subject. This doesn’t happen often (Shave Everywhere was probably the last time, or perhaps it was Tea Partay). Actually if I had moved quickly on Tay Zonday’s Cherry Chocolate Rain for Dr. Pepper earlier this week, it could have made the leap up…but I didn’t. Yet, a couple days ago flavorpill let the Internet world know that Dewey Cox could be performing in your city. Yes, that’s correct: Before the movie goes into theaters, Walk Hard is going on Tour.

I’m a big fan of this type of promotion. Movies seem to have a lot of opportunity to create real experiences, to utilize many assets and content, to galvanize audiences/communities. This isn’t funny, but check out what Kite Runner did with viewing parties. On the contrary, Balls of Fury is right up my alley but after the trailer went around online months before its theatrical release, there was no follow up. Anyway, I am going to try and hit up the show in NYC on the 19th, but its holiday party season so I may have to miss it. If anyone is definitely going, let me know.

Just in case that [info] was too soft, here’s your fill of more traditional immaturity:

Happy Hamukkah. Oh thank you Balducci’s.
Huhukkah?. As TrueHoop blog says “Dunk got your tongue?” Darius Miles is not as good when his lines aren’t written for him Van Wilder-style. (This has nothing to do with the Jewish holiday, but was trying to keep the theme going.)
Chicagokkah. Okay, now I’m really forcing it. But thanks Jake, for this gem and for giving the pre-read background: “It looks like they took a press release for winter tires and replaced tires with a certain hilarious noun.”

And finally, if you’re in NYC tonight and are ready to begin training to walk hard, you can start by rocking out softly. My buddies Matt and Jimmy are going to be DJing at Midway (25 Ave. B at 2nd St) from 11pm on. From their “press release”:

We’ll be going by the moniker Awesome Dudes — an alias that, besides being awesome, is also subtle and cool, just like us. We’re gonna be jammin’ like it’s 1978, dropping nothing but the hottest soft rock hits and blue eyed soul from the likes of Steely Dan, Todd Rundgren, Boz Skaggs, Hall & Oates and whatever else we can cook up on the laptops. We’ll also throw in some disco and house to get the bodies moving. So stop by to say hi, have a drink, and rock out (as long as you do it softly).

Tags: ioi, movies

No Flu Shot For Me

Just Soup. The results are in and the decision is made. I don’t know who voted but I know how many people did (7 people) and where they were from (three from NY, one from CT, one from MA, one from MN, one from KS). Just in case anyone else has the November 1st freebie at his or her j-o-b and is looking for the wisdom of crowds. Assuming the people who responded aren’t some crazy glue-sniffers like the tooth fairy. I mean, you let these people vote on your blog once and that’s all it takes. Next thing you know, your daughter is knocked up and there is change missing from your dresser. I have seen it happen a million times. On second thought…

Tags: health, movies, polls

Music, Sports, and Advertising Collide!

Maybe it’s because I still get pumped up from the Nike Football commercial with the Last of the Mohican’s track on it a few months later. I actually seek it out to watch it every once in a while. Maybe it’s because when I went to get some empanadas for lunch today, Phil Collin’s “In the Air Tonight” came on and then I thought of the Cadbury ad with the gorilla drumming, which made me think of the Phoenix Suns mascot. Or maybe it’s because I just briefed for a Sheraton spot promoting their NCAA sponsorship and, if possible, incorporating the song they have used in the past, for which we recently just renegotiated the rights.

Whatever the case, sometimes when these three things—advertising, music, and sports—come together something special happens. When watching some uploaded amateur videos from (my alma mater) Georgetown’s Midnight Madness, I came across this one below (introducing our center, Roy Hibbert). I couldn’t help but thank advertising for making it possible.

No, not for making Roy’s return to G-town possible (he came back for his final year even though he could have possibly been a lottery pick in the NBA this summer – you can see in the jumping around in the stands how much he loves being in college). Rather for giving students and all our fans the ammo/inspiration to show their appreciation, enthusiasm, and love together, chanting, “Roy, Roy, Roy, Roy…” Because without advertising, bringing Roy out to the Eye of the Tiger would not have never happened.

The video does also seem to make a compelling case for regular-people-made-ads. I mean, you put a swoosh at that end of this footage, and I’m sold – on my way out to cop some new Nike kicks.

Tags: gtown, movies, nike

Inbox of Immaturity

It’s been a while since you got your fill. The theme of the past two weeks was clearly throwback tracks and flicks. Here are the things that flooded my inbox, IM, and message board from friends.

First, this Duran Duran Rio seems like a bit of rebelling against the end of summer unless he started here with this Bruce Campbell Duran Duran cover for Old Spice and worked his way back.

Regardless, I don’t know what kind of search led to this Swayze number but it could have led in two directions – Hasselhoff eating a cheeseburger off the ground or late 80s-early 90s movies around the time of Ghost’s release. I’m happy to inform that in this case, the road less traveled was coming to America – watch and let your Soul Glo and the state of Johnny Utah – see Point Break Live

And though the final numbers may seem a bit random—The Aliens Robot Man and Night Ranger Sister Christian—well, they are random. Enjoy.

Tags: ioi, movies, oldspice, wk