Sony Corp’s Sony Pictures ran a “Death at a Funeral” ad on Youtube on Thursday, imitating many others who have run film ads on YouTube’s home page at an estimated $250,000 a clip. Many are using Facebook, viral marketing and the Web to supplement campaigns and reach viewers at less cost. The latter $15,000 film grossed over $100 million after it redefined marketing with a first of its kind “Demand It” campaign that asked fans to go online and demand screenings. Since “The Blair Witch Project” in 1999 and more recently “Paranormal Activity” - both of which amassed massive Web followings that translated into box office gold - many in Hollywood appreciate ad forms outside of traditional media. Analysts say its campaign fell flat with audiences.
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It spent $160 million to $175 million to market “Dragon,” then had to revamp its promotional materials and TV commercials right before it opened. The point is underscored by Dreamworks’ latest animated tent-pole film.
More cuts will come through the first half of 2010, he added. Pummeled by the downturn, Hollywood cut ad spending by 8 percent to $4.39 billion in 2009 after trimming it by 3 percent in 2008, said Michael Nathanson of Bernstein Research. Everybody’s trying to do more with less,” said veteran Hollywood marketer Gordon Paddison, who spearheaded the online media campaign for “The Lord of The Rings” films. If you don’t open strongly, it really hurts, so there’s a high level of attention to efficiency. “Marketing costs are the most dramatically impactful on a studio’s quarterly earnings. LOS ANGELES (Reuters) - “How to Better Market a Film Opening” might be the sequel to 3-D film “How to Train Your Dragon” if critics have their way.Īnalysts say DreamWorks Animation SKG Inc’s strategy for ‘Dragon’ failed, underscoring how Hollywood, which spends over $4 billion a year promoting movies, is under pressure to cut costs and experiment - and stumbling occasionally.įrom Time Warner Inc’s Warner Bros to Walt Disney Co, Hollywood’s stalwarts are employing Youtube and Twitter, consolidating advertising staff, using fans to spread the message through viral marketing - any way to get the word out in an era of stretched budgets.
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