Hands down, digital is the ideal medium to hype up and build buzz around an upcoming film, this because online allows marketers to cast a wide-enough digital net across The Long Tail, leverage behavioral targeting techniques with skill, pique curiosity, and hone in on the desired audience with laser-guided precision.
Moreover, the Internet encourages innovative, creative ways to build up a marketing campaign before a movie opens that are not plausible in traditional media and that can help ensure a first weekend box office slam-dunk. This is always a cool phenomenon to watch. I will forever be a sucker for hype, I have to admit, especially when it snowballs online.
So on this note, and after my two-second analysis of the status of online entertainment marketing, I give you three movie trailers meant to leave you with an itchy case of what-was-that whiplash:
1. REPO! The Genetic Opera. Is this a musical? Is it sci-fi? Is it splatter cinema meets musical torture porn? Whatever it is, it looks awesome. Think of it as The Rocky Horror Picture Show, only more gore, less gay. This movie is gonna blow up next year, I'm pretty sure. The fact that Paris Hilton stars (and sings!) in it is a marketing ploy that will pay off in spades. Check out the teaser trailer here.
2. Cloverfield. So no one knows the real name of this much-anticipated, J. J. Abrams-produced monster movie, but many Internets tip "Cloverfield" as the most probable title. This "what the...?" inducing trailer has been causing endless speculation in the mainstream media since it first reared its head in cinemas this past summer, playing for packed movie houses before Transformers, and it's been gaining momentum online ever since. It looks like it will offer audiences a good dose of gory goodness, or at the very least, provide moviegoers with no-frills, feel-good frights and jump-out-of-your-seat jolts. It's one for the books.
3. Mystery movie trailer. Here's a "trailer" that might probably not be a film trailer at all, but the ending is still pretty freaky. If it's not a movie, it totes should be. What the hell is this castaway building?
Handheld camera shots a lá Blair Witch, singing henchmen hell-bent on disembowelment, Internet hype and marketing mayhem. It looks like 2008 will be an interesting year for celluloid. Thoughts?