Paranormal Activity: Marketing or Art?

Posted on October 22, 2009 at 8:00 am

Jen Chaney has an astute article in the Washington Post about the latest movie phenomenon, “Paranormal Activity.” Like The Blair Witch Project, it is more concept than movie, taking advantage of what most would consider a disadvantage: no money. The premise of both films is that they are found footage from rudimentary amateurs. And both films arguably had more creativity in their marketing campaigns than in the films themselves.
Chaney calls it a “a pop cultural sneak attack,” not just in terms of its box office (exceeding its under-$15,000 budget many times over in its first weeks of release) but in its buzz. The title is a top-trending topic on Twitter. It “outsold a 3-D Pixar double feature (the “Toy Story” re-release), a Bruce Willis thriller (“Surrogates”) and a Michael Moore documentary (“Capitalism: A Love Story”). ”
The movie’s trailer audaciously showed the audience’s shocked reaction to what they were watching, like the film recognizing that our imagination is much scarier than anything that could appear on screen. And Chaney describes the “you have to ask for it” marketing campaign.

Apparently because we — the same individuals who relish our right to elect a president, choose our American Idols and watch our favorite TV shows OnDemand — voted to bring this slow-building shocker to a theater near us. Or at least some of us did. Paramount Pictures, the studio distributing “Paranormal Activity,” has dubbed it the “first-ever major film release decided by you,” mainly because of an online polling system that guaranteed a nationwide roll-out for the micro-budget movie once 1 million supportive votes had been cast.

Whether those votes reflect actual audience demand for the film or whether they were an appearance that created a reality, it worked, and “Paranormal Activity” will unquestionably be one of the most profitable films of the year.

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Understanding Media and Pop Culture

Stop Marketing of PG-13 Movies to Young Children

Posted on August 4, 2009 at 10:16 am

The Campaign for a Commercial-Free Childhood is circulating a petition to protest the marketing of GI Joe action figures promoting the new PG-13 movie “GI Joe.”
Yes, GI Joe was a toy for decades before the movie. But these action figures, specifically tied to characters in this very violent film are specifically targeted at young children to promote a movie that is completely inappropriate for them.

Since March, CCFC has logged over 3,000 ads on children’s TV channels for five PG-13 films: Transformers: Revenge of the Fallen; Terminator Salvation; Star Trek; X-Men Origins: Wolverine, and the upcoming GI Joe: The Rise of Cobra. Last month CCFC sent another letter to the FTC documenting the continued failure of the movie industry’s self-regulation, and urging the Commission to take action.

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Marketing to Kids Understanding Media and Pop Culture

A Terminator Costume for Little Kids?

Posted on May 21, 2009 at 8:00 am

Cinematical reports that Toys R Us is selling a Terminator costume for little kids who, of course, are too young to see the movie, which is rated PG-13 and is just a millimeter away from an R. I understand that costumes are supposed to be scary and that children benefit from the opportunity to access the power of the images they find disturbing. But like the fast food toys for movies that children are too young to see, I think it is inappropriate to use products directed at younger children to promote a movie that is made for an older audience. Those who would like to send feedback to Toys R Us about this item can do so here.

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Marketing to Kids Parenting

More Marketing of PG-13 Movies to Little Kids

Posted on May 9, 2009 at 6:00 pm

My friend Liz Perle has a wonderful piece at Common Sense Media about the latest efforts to market PG-13 movies to young children.

The first Transformers movie, which was rated PG-13 but lent its brand to Happy Meal toys aimed at kids 4-9. Too bad the adult meal didn’t come with a person to explain why the movie was a non-starter for kids that age.

Age-inappropriate targeting — arguably begun in 1992 when McDonald’s got scolded for pushing toys to kids for “Batman Returns” (rated PG-13 for violence) — has become a time-honored practice. This summer, the new PG-13 “Terminator Salvation” (whose predecessors were all rated R) ties in with Pizza Hut. Subway is shilling “Land of the Lost,” and Burger King backs “Star Trek,” “Transformers: Revenge of the Fallen,” and “G.I. Joe.”

Children understandably expect that if there is a toy or game associated with a film, it is suitable for them to see. Parents need to be very clear that just because a movie is marketed to them is no reason to expect that they will be seeing it.

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Advertising Commentary Marketing to Kids Parenting Understanding Media and Pop Culture

Dora’s Makeover, Part 2

Posted on March 19, 2009 at 12:00 pm

dora_new.jpg Thanks to everyone for the thoughtful comments on the new “Dora.” I promised to follow up, so here is the latest picture of what the older version of Dora will look like.
As I have said, I am keeping an open mind, but the emphasis on “cutting-edge fashion doll play” in the press release was very disappointing. The new doll will let girls “customize their doll and watch as she magically transforms right before their eyes. For example, by changing Dora’s hair length, jewelry, and eye color on screen, the Dora doll magically changes as well.” The purpose of the doll seems to be about her appearance instead of learning, accomplishing, or kindness. The release goes on, “The online world will include descriptions and biographies of Dora’s Explorer Girls™ and an immersive online world that will be tied into the complete collection of toys….Adding to the play value of the line will be a wide range of accessories (sold separately) as well as the Dora’s Seaside School playset that will work with Dora Links to expand traditional offline fashion doll play as well as to expand the online experience.” I understand that Mattel and Nickelodeon are in business, but I would feel better if I thought they had given as much consideration to what is best for girls as they did to selling as much stuff as possible.

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Elementary School Marketing to Kids Parenting Preschoolers Understanding Media and Pop Culture
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