"The Seeker: The Dark is Rising,"
1,446 views since 2007-08-09
In the coming film "The Seeker: The Dark is Rising," a teenage boy travels through time, collecting the six different signs that will help him save the world. To market the movie, family-friendly film studio Fox Walden is sending viewers on a hunt for the same signs, hidden in the movie's advertising and marketing. Fox Walden hid images of the six signs -- colorful talisman-like symbols -- in everything from movie trailers to billboards to the cardboard cutouts displayed in movie theaters. When users plug in the signs on the movie's Web site in a specific order, they get access to content such as behind-the-scenes footage and interviews with the movie's cast and crew. The hunt for symbols in real-life marketing materials "mirrors the story of the movie," says Jeffrey Godsick, president of marketing for Fox Walden. But instead of saving the world, Fox Walden wants to engage consumers, getting them interested in the film months before it hits theaters in October. Between late July and the movie's opening, the studio will insert 25 different combinations of the signs into its marketing, which lead to 25 different pieces of content on the Web site. Movie studios once used to concentrate their marketing on TV ad campaigns, but as viewers increasingly use digital video recorders to avoid ads, studios -- as with other marketers -- are trying an array of additional marketing techniques. In recent years, some studios have put resources into buzz marketing, efforts aimed at sparking interest about a movie among demographic groups seen as potential fans. Adding impetus to these moves is pressure on studios to land the biggest audience possible on a film's opening weekend, given movie theaters' tendency nowadays to drop a film if it doesn't fill theaters immediately.
| Credits: | Steven Samblis |
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| URL: | http://www.icplaces.com/ |
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