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Welcome!
Hollywood is facing more and more challenges when
it comes to theater sales. With the growing use of stream-
ing services, people have more options than ever for con-
suming entertainment. This is especially evident in
younger audiences, as the Millennial generation is one of
the lowest in theater attendance. At the same time, the
media environment has become increasingly cluttered.
This has raised the need for creative and non-traditional
marketing strategies in order to break through that clut-
ter. Guerilla marketing, pseudo-events, and viral market-
ing are a way to do that. These strategies offer a unique
and often more economical way to reach consumers and
build buzz surrounding a film.
Within the horror genre, these strategies are highly
prevalent. While most of the movie industry has been
facing a decline, horror has seen growth over the past few
years. For this reason, this guidebook was created. A
qualitative research analysis of the top 15 highest gross-
ing horror films from 2007-2017 was conducted, in which
five major themes and subsequent sub-themes of
common practices were drawn. From these themes, the
best practices presented in this guidebook were formed.
This book is meant to be a resource for communications
practitioners, in the hope that it would inspire creativity
and aid in the construction of effective, ethical, and en-
gaging film marketing campaigns.
“
2
Millennials are a significant demographic for marketers to reach. Marketers have become
increasingly interested in this group because of their power and elusiveness. It’s important to
understand them, what they like, and how they think. This guidebook is centered on reaching
this generation. In order to better understand them, here are 5 key points about Millennials.
Diversity
Millennials make up 27% of the minority popula-
tion. They are 55.8% white and 30% new minori-
ties (Hispanic, Asian, or two or more races).
2
Their growth is largely due to immigration.
Film PReferences
Millennials are one of the lowest theater going
3 groups. They’re most likely to watch horror,
urban, and tentpole films, but horror interest
decreases over time.
ONline Interactivity
89% of 18-29 year olds use social media, 46%
4 post original content, 40% want to participate
in co-creation of products, and 80% want
brands to entertain them.
Philanthropic
Millennials support brands that stand for
5 more than their “bottom line”. 50% of
Millennials are more willing to make a
purchase if it is going towards a cause.
IMM
ERS
ION
Reality Experience
Make it easily
accesible on
Create Virtual multiple platforms
REality Videos
There are many mobile options
Virtual reality (or 360º) people are using for media and
videos allow fans to entertainment. Make VR videos
experience the film. available on social media, websites,
This is a unique way or through an app- the easier to
for people to engage access, the more likely they’ll watch!
with the brand.
Immerse people in
the film through
4D VR experiences Offer limited
availability
Take VR a step further by
setting up pop-up 4D Take the experience on a
experiences that fully immerse tour to major cities. Offer
individuals in a haunting film a limited amount of
experience. This is a great way tickets for each event to
to build hype and engagement maintain exclusivity. This
with the brand. grows anticipation and
keeps people interested!
Integrate technology
with tangible elements
Create a holistic experience with many
elements in play. This can be done through
haunted houses, moving vehicles, or other
fun set-ups. Interactivity is key!