Hero's Complex (LA Times) ran a very interesting article on how carefully the movie Paranormal Activity (The next "Blair Witch Project") is being marketed. I like stuff like this. Once an ad man always a...
'Paranormal Activity,' a study in careful execution
October 8, 2009 | 9:17 am
John Horn, who covers film for the Los Angeles Times, has been mapping the curious path of "Paranormal Activity," the dirt-cheap horror film that may shape up as one of the unexpected success stories of 2009. Here's his analysis of the movie's marketing -- and the secret message conveyed by long lines at movie theaters.
The positive buzz about this micro-budget spectral thriller started building at a Park City, Utah, film festival, word of mouth spread quickly via the Internet, early nationwide college-town screenings sparked even more interest, and a slowly expanding theatrical release fed the flames.
It's the model that made "The Blair Witch Project" a cultural phenomenon and box-office blockbuster exactly a decade ago, and it's a carefully crafted plan that Paramount Pictures is following nearly to the letter with “Paranormal Activity.”
While there are minor differences between the releases -- "Blair Witch" premiered at the Sundance Film Festival, "Paranormal Activity" played at the smaller Slamdance Film Festival -- the similarities are striking. What's also noticeable is how well both films performed in the initial weeks of their theatrical premieres.
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