Theatrical Marketing New Releases

T

The Fat Kid

New member
I head theatrical marketing and I have a movie for one of the top 3 studios Summer 2002. I know that I am going to get ripped within 12 hours or less on this sci fi thriller. Well, I have 2 months of viral and cool action promos all over the nation on this Spider attack thriller for teens and young ghoulies...so, help me, how can I harness the power of peer to peer for 2 months leading up to the release, I get ripped off, but my marketing through peer to peer makes the viewer run from the laptop to the big screen for better viewing and a chance to meet a good looking babe or two...so, I would rather play, beat Blair Witch in viral marketing, and join the team
 
King User:

No, I do not want you to think that YOU are stealing it. The actual theft of my movie will come on release night...or sooner if some insider at the studio gets at one of my test screenings or the premier night. P2P is not theft it is sharing. The theft occurs by the one person from the very start. After that, you are merely sharing information. Theft is an intentional act. Proving intent beyond point one is the mistake that many at my level make.

I certainly do not want the P2P users knowing that my campaign is planned. So, I will create teams and the teams will mimi the personalities most likely to occur in chat rooms with questions in tech...then the teams will eventually lead to music debates, and then to...hey did you see this....and secret blurry looking unseen images will be shared about my movie..covert stuff...with bundling links to offers from Team A which will be the corporate team and the p2p users will distrust this white collar crew..

the buzz....like it
 
Viral marketing. That's always tricky to get it started.

First thing is that you have to ensure that what you release on the P2P network is going to stay legal to transfer from user to user, even after the release. For example, trailers or scenes to which you have explicit rights to distribute (either by copyright, license, contract, etc). Granted, there's no guarantee that someone will *not* rip your movie and distribute it on P2P networks, however, that's a different aspect of what you are trying to accomplish.

When you want to encourage people to download a movie clip, you first need to entice them to download it. "Secretive" things work for one instance. Use filenames with "never released scenes", " 'stolen' outtakes", "bloopers they won't show you".

Sex,will "sell", especially in the age range you're looking at. Perhaps add a little "spice" to the filenames (and/or scenes). Like "movie star (almost) nude", "cut sex scene", "**** shown (blooper)".

They don't have to be 100% accurate in describing the content. Any person will exaggerate a bit to get his/her files to download. And once a person downloads it, and they share it, the cycle begins.

What kind of things should you show. Well, a theatrical trailer is indeed not a bad option. Cust scenes with some rave reviews are good too. Or perhaps, the first few minutes of the actual movie and then *bam*, it ends with "to see more, visit your local theatre coming August 2002!". Yeah, it'll get some annoyed. But when is someone not annoyed?

But you *do* have to keep in mind to keep it as honest as possible too. So you don't want to use descriptions for the movie clip that is *completely* false. People have a tendency to delete those from their system. And if they start seeing a pattern, they'll also start to figure which movie clips *not* to download in future.

You mentioned contest. Now, this is something you can add to entice P2P distribution. For example: "Find this movie clip on this P2P network, and get a chance to win $1,000!". Within that movie clip, it explains how you can enter to win. Since it is "easy" to find a movie clip on P2P networks, you'll know people will go for it. Obviously, by law, you are required to pay such prized ;-)

Just some ideas to run past you.
 
Basically get a Gnutella client and share the file. The better the connection the client has to the network the more people will be able to find your file. I would recommend putting it on a T line and keeping about 15 or 20 connections up. If you have a firewall be sure to forward port 6346 and enter your IP into the client.
 
Thank You for the key input...

My client is a part of the movement to move to VOD. That is fine.

But, having launched 4 wonderful crazes in POG, Crazy Bones, Fingerboard, and a part of the Razor...not all...craze...it is a challenging task...

P2P is not going to stop ...the gates are open...so I believe that my promotions offline will be virally enhanced with online activity such as P2P...I mean really, when was the last time you heard a teen say: "Hey, did you see that great birdhouse skate design on the net...."...."Hey, did you see that cool Volcom shirt on MTV.com???..." The key is viral offline to viral online and reverse with incentives, tricks, clues, and just plain giving the feeling to all the target audience members that either corporate america is toying with them or they are toying with corporate america...as I said to my client the other day...we can join them now...win or lose in court later....let us explore this world and be a part of the movement ...

My thanks..if I can ever do anything for any of you please call...toys, games, movies, consumer products....

We will have a great time this Summer 2002...and I am sure we will continue to converse...I am new to this world of Gnutella as I have 4 kids....this came my way because he too plays P2P...can I attach files to these emails...I have no idea if I can...
 
Keep in mind...my focus for the release of my movie for my client is Summer 2002. I know that it will get ripped.

My focus is the 8 weeks prior to the release and getting all the p2p world sharing tidbits of never before seen clips, offers, awareness raising and more.

Now, after the p2p world rips my movie and sees it on the computer...is it reasonable to say that because I got the p2p world all excited about the movie, they ripped it as they do with all movies no matter what, will the p2p world go to the movies to see it on the big screen because of my work the 8 weeks prior to the movie and because I have utilized p2p to raise awareness and create the need to see it on the big screen even though the p2p world can see it for free on their computer...that is is the issue that is ****ing off my studio clients is that they do not know if a dull and lackluster version ripped will stall the user from seeing it again on the big screen and pay to see what they have at home on their computer...that is the whole issue on p2p sharing..will you pay to see what you already see in less quality??

This is food for thought
 
Okay, I have a response from a king user that has said how to send my movie over this gnutella network...this cannot happen. Let me explain, and I am very well known in toys and games, bringing all of you the POG Craze in milkcaps heading the World POG Federation...yes those pog milkcaps, I launched Crazy Bones which is still a big hit in toys...and I gave you the Fingerboard craze with the Fingerboard trademark...not Tech Deck, the real Fingerboard you had in McDonald's...Summer 2000...POG was also with McDonald's early 90's as was Crazy Bones...I am a viral marketing expert in youth and family markets...I go where most agencies do not understand...so, I understand this peer to peer system and I know full well that it is completely legal until the theatres go to a metal detector system and no electronic devices, night vision monitors, and anti-terrorist systems that will come...the regulations will come in the form of health, safety, and welfare given 9/11 and we will have the federal government outfitting theatres at government expense and the studios will benefit from not having the movies filmed...but, I am willing to not fight now and market the aspects of my studio's movie 8 weeks prior to release so this network will not have it, feed hidden cuts, showcase live promos, and give this network and all its users reasons to see the movie on the big screen even after you have seen it on the computer...I need to create awareness, show you the most massive viral promotion ever in studio marketing that I identfied as the hottest environs for the #4 sport in America with markets that cater to teens and adults to age 34. My movie hits late August and it is a PG13 thriller...So, I want everyone to be involved peer to peer...we know many will see it for free on these systems...hey, I am willing to play this game and see if I can still market peer to peer and play with the viral markets rather than fight it...am I allowed to share secret cuts, star interviews, show my live promos from around the U.S.? Second, what is the percentage of teens and young adults that watch for free and then go to the big screen to see it again with better sound, a night out, etc.. My name is Brian Theriot...if you google me you will note that I am one of the country's best middle distance runners in the 80's - 81, 83, 84, 85...3:56 for the mile and 1:45 for 800 meters...former UCLA team captain and NCAA Champ...I sold 70 million dollars of POG in 94 via viral marketing and just finished the Mattel world champs for the board game Othello....see www.mattelothello.com and visit the world champ results in NYC. So, I am asking all in this viral world..should I convince my number one studio to consider playing rather than ignoring or fighting...and, would you find it interesting if I restricted all of my feeds to this viral world...what would you peer to peer users expect in return for entering your world where corporate interference is not embraced...I am the real deal and you can call me at my office: 310-477-7198 or by cell: 949-632-4650...my goal...show my studio that the viral world is a play that should be made and not waste all the marketing dollars on TV and print...Please, this is the real deal and I will be the first ever to have a studio embark on this trek...
 
Hey there!
I think King User and cultiv8r got some interesting point I agrre with. Only some thought from my point of view:



I think cutiv8r is right here. Just want to mention one thing. If none does know the movie they won't download 700MB from the web if the whole movie is found there. I think it is important to make the movie a name before it is shared on a P2P net.
Smaller trailers with "faked" names will be downloaded more often I guess, just because of their size. If you have to pay for your online time (many ppl in Europe do) it gets very expensive and you do not want to download something you don't know or like...
Probably it is also an idea to print somethink like "Now available in P2P networks (Gnutella, Napster,...)!" on the normal print media's adds. Together with your servents IP address? So people would know where to connect to and that they can download the file. So you get a coupling of print media adds and "adds" in a P2P network. If your target viewers are between 14-30 years old I guess this would work, at least they would know what you have been talking about The you can also publish trailers with real names.

If ppl like it they will also download the movie once it it released I am shure.


Faked names will of course leed to downloading the file and you will reach many ppl with it... but will you probably discourage from watching the movie since they always got that %$%&& movie traiuler when they tried to download something else? Also a serious image is better preserved when you use "real" file names.



I totaly agree. Though my 21'' monitor is great I 'd rather see a cool movie in the cinema ... Though one problem are upcoming "Home Movie Studios" with larger screens, dolby digital sound, etc at home... But in a ripped movie there is no dolby digital sound yet. So those "freek" might watch the film in cinema as well if you promise them "dolby digital sound experiance"
 
As I already mentioned: If the movie is good and I like it, I will watch it in cinema of course. Another criteria would be sound effects that you cannot have at home in a ripped version.
Of course this is very dangerous: if the movie is crap I would never go and watch the film in the movies.

If there are trailers on P2P networks first there is a good chance that people like it and it a kind of completes your advertising strategy, so ppl will go to the movies.

Another thought on downloading the riped movie: I think not all of the ppl who download the movie do that because they don't wanna spend 5$ for the movie in cinema. I think many of them download the movie if they liked it to watch it again. I mean a DVD isn't cheap as well and if you are cineastic but not much money available this is a good possibility to build up your home movie collection (for free). Like ppl did with VHS video cassettes in the 90s (or is VHS only a European format? I hope the point came accross).
 
Issue:

can a movie studio promote its film P2P knowing that once the film hits the screens it will be video taped and shown p2p.

So, what is the value of promoting the release upcoming via file sharing p2p say: special clips not appearing in the final movie, reasons to see it on the big screen even if you plan to see if for free p2p, promotions about the movie and how to get involved to win prizes and trips, incentive to see it on the big screen, and more..
 
> will you pay to see what you already see in less quality??

Good question.

I completly agree with hermaf. When will I pay? It depends, hard to say on what. For example the well known StarTrek Episode I. I got it on CD, downloaded from the Internet... in the end the movie was so bad in my eyes (as old Han Solo fan) and I decided not to watch it on big screen. Also I'm looking forward to get Episode II on DivX and propably decide to skip it too... the trailer is already boring IMHO.

Very different was Matrix or Shrek... I have downloaded them, but decided to watch them on big screen first, live and with most fun. Also I bought Matrix on DVD, great surround effects! Then I bought many of my top favourite movies on DVD, because I want to enjoy the big 16:9 TV screen and surround sound pleasure. Sometimes I buy them because you never get them on P2P, e.g. the old b/w Flash Gordon series, awesome but not mainstream.

Well, most movies are not worth the money,
 
Yeah, I can't play DivX in my standalone DVD-Player on my big TV and also get no Surround Sound.
When converting DivX to SVCD, I gain crappy quality compared to DivX or DVD quality and still have no surround. So if you're a cineastic, you eigther visit your local cinema or buy DVDs... I do both. Perhaps we get DivX with Dolby Surround soon?
 
I have a home theatre, but my computer isn't in the same room. Plus, I totally forgot about the no surround sound thing. If you get the files out there they should just spread. I would recommend sharing on the FastTrack network too (Morpheous, Grokster, and Kazaa). I hate to admit it on this forum but I use Kazaa for movies because it autoresearches and resumes.



So are you saying that I'm not commiting any crime by downloading music or movies? It is obvious that if I rip them myself it's a crime, but what if I share movies or music that I downloaded.
 
King User...hmmm...I like that! Look to the left under my name.

Now as for your question. I don' think many of us here will be able to help you strategize your promotions. We are programmers and music thieves, not marketers. I can say that as a teenager, if I see a trailer or crappy video taped copy on Gnutella, and it looks good, I'll be more inclined to see it in a theater. I mean watching a movie on a 15 in. LCD isn't the greatest experience. Although I have a TV out port on my video card and will hook it up to a TV in the near future, I would still rather see it on a huge movie theatre screen than on a TV.

Assuming I believe you are who you say you are. Would you like to buy my big bucket of POGs back? I was the right age at the right time to dump my hard earned cash into those $0.25 pieces of cardboard. If I think back, I think I was in like 3rd grade. I won most of my friends POGs. I played this one kid who must have been like 2 or 3 years older than me. I could tell he was thinking, "this is gonna be easy". Boy was he wrong, he lost like 3 or 4 games in a row. I asked him if he wanted to quit, and with his friends standing bye, trying to avoid the humiliation of loosing to a 3rd grader, he kept playing. After I won about 50 of his POG he left teary eyed. The next day I got called to the principle office. I was scared to death. The principle asked if I had won his POGs fair and square. I said, yes. he said OK and let me go. The next day on morning announcements they said POGs were banned. About a month later the fad faded to an end.
 
There are several articles on that subject and the thing is noone knows ... an interesting article on the subject, that gives you an overview is in the German CT magazine from 12.3.2001 (6/2001) - a well know computer magazine.

I summarize the problems mentionend: In German law (and I guess it is pretty much the same everywhere) there is a duscussion wether downloading files protected by copyright is permitted or not. Pro-permitment ppl say that how can a downloader distinguish if the offered file is legaly distributed or not - e.g. the offering web-page has the right to distribute the file. Some band offer (some of) their songs for promotion purposes in the net, some labels prbably as well. So how can one decide?

The Cons say that illegaly offered copyright law protected material cannot be downloaded legally.

But offering files with copyright law protection in a file-sharing net is considered as illegal though there is usually no commercial intention in filesharing systems and the files are shared for private use. (In Germany it is allowed to make a copy from everything you bought for example as a backup-copy. Also those copies may be shared among "friends" - I say friends here not as a citation or a law term. But what your "friends" are and may be is not defined by law -> problem)
 
I don't see how I can be expected to tell the difference between a freely distributable song and a non-freely distributable song. There is no way I can find out if a random song I download is freely distributable or not. As any average Joe I assume that the distributor has a right to distribute it, so I don
 
I just want to add that you literally pay for the right of making copies. Every CD/R burner, VCR and every CD, tape etc has an extra fee that will directly go to content industry and artists.

The argument for this extra fee ist that consumers will make copies, which must be paid to the copyright holder. So no matter if you copy your own material, make backups or copy music/videos you do pay for it.
 
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