INSTITUTIONS AND AUDIENCES FILM INDUSTRY. TODAY. Understand the role of cross media convergence in contemporary film marketing. Understand the role new media technology plays in film marketing. Understand the different ways in which Film 4 and Hollywood use NMT in film marketing.
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Hunger (Dir. Steve McQueen, 2008)
Which of these are examples of new media technology being used to market a film?
Which of these are an example of cross-media convergence?
DIFFICULTIES FOR FILM 4 OF NMT
Why would using these techniques help a film-maker generate fantastic word-of-mouth?
The most advanced type of viral marketing is the Alternative Reality Game. An ARG is an interactive narrative that uses the real world as a platform, often involving multiple media and game elements, to tell a story that may be affected by participants' ideas or actions.
In Spring 2007 Warner Bros launched an ARG Why So Serious to help promote the release of The Dark Knight the following summer.
Players had to follow a scavenger hunt, interacting with a variety of purpose built websites and finding clues to gain more information about the film. Those that succesfully completed the scavenger hunt won free tickets to a preview screening of The Dark Knight.
Nowadays many films market during production, sometimes even before actual shooting has begun.
This could take the form of video-diaries from the production company or teaser trailers, attached to other films or accessible on sites like youtube.
How could this type of marketing allow the audience unparrelled influence over the content of the film?