How Twitter and Social Marketing Will Save the Movies

Earlier this year, Twitter was accused of killing Sascha Baron Cohen’s latest movie “Bruno”, “Land of the Lost” and “Year One”, as rapid fire, negative tweets doomed Saturday and Sunday attendance.

But it’s not all bad news. Social media marketing was behind the biggest movie you’ve never heard of, the amazing Paranormal Activity, which took in $22 million last weekend, making it the highest grossing flick of the week, nearly double its closest competitor. Oh, and all that despite being in about 35% less theaters than its competition.

How did it do so well? We had a front row seat here at Revision3, as we helped the company leverage the power of social media to drive demand around the country – at a tiny fraction of a traditional movie campaign.

The low budget Paranormal Activity, which was made for less than $15,000, was discovered by Steven Speilberg, who originally wanted to remake it. But then he decided, along with Paramount, to try releasing it through non-traditional means, which these days essentially involves Twitter, Facebook and online video.

Paramount called us up to help energize our 3 million strong audience of young tech and internet savvy men. Our first test: to fill up San Francisco’s cavernous Castro Theater for a midnight movie that no one had ever heard of. And we had just 5 days to do it all.

Piece of cake. Our web-savvy show hosts have, on average, 68,000 twitter followers each. We quickly harnessed the Revision3 twitter army to let our fans know about the upcoming show. In addition, we passed the word along to our Facebook fan pages as well, and urged everyone not to miss the most amazing movie experience of the fall, for free.

Word started spreading. Our indy movie-making show, Film Riot got involved as well. This funny show, hosted by an incredibly creative horror movie producer based in Miami, not only told all his fans, but we flew him out to San Francisco to be the host of the midnight showing. His fans locally were overjoyed, and many of them immediately made plans to show up.

Our other hosts also joined in. Fans of Tekzilla and Co-Op were encouraged to come down to the screening as well, to hang out with the hosts of those shows too.

We even quickly launched a Paranormal Activity microsite about the upcoming movie, to give our fans a place to RSVP, and to get more information about the screening. You can see that here, along with a link to the trailer, the official site, and more.

The screening was a huge success! Although Paramount originally didn’t think we would fill the balcony, we ended up putting butts in every seat, and by 3am we’d helped convert more than a thousand Revision3 fans into Paranormal Activity ambassadors.

And yes, they told all their friends – which averaged more than a hundred followers each on Facebook, Twitter, MySpace and other social networks. In addition, we encouraged everyone we touched to “Demand It” – to demand a showing of Paranormal Activity in their home town. This also touched off a huge response around the social nets, and helped build buzz for the movie far beyond San Francisco.

So Phase 1 was a huge success. But it didn’t stop there. Our Film Riot host, Ryan Connolly, dedicated his next episode to Paranormal Activity, and brought his viewers to the event, and showed off parts of the trailer. That episode has proven to be the biggest yet for the new show, with more than 300,000 viewers to date, and 10,000 new viewers each day.

And we’ve kept up the tweeting, poking and prodding. One of our producers posted pictures from the event on the social photo-sharing site Flickr. Our latest tweet helped Paramount get the word out about this weekend’s expansion, and encouraged our viewers to be part of an exclusive Paranormal Activity party.

My congratulations to the Paramount marketing team who really understood how social media could be used to drive incredible buzz, awareness and viewership of an amazing movie. Instead of an incredibly expensive multi-million dollar TV, print and outdoor campaign, Paramount has created a huge success – more than $65 million dollars so far — through deft usage of social networks, online video and other non-traditional means.

Sure, the movie was good. If it was shlock, the twittershere would have easily destroyed it, just as it wrote the epitath for “Bruno”, “Land of the Lost” and “Year One”. But with a good movie, and a minimal budget, Paramount and its partners have proven that you can make movie magic – and money – with a minimal investment.

The lessons of Paranormal Activity extend beyond simply creating buzz around a horror flick. Leveraging the power of socially connected, engaged audiences, by focusing on the new influencers, can pay tremendous dividends for everything from Apple iPhones to Zappos shoes. It’s not just about telling a few friends anymore. When something is good, and with the right fulcrum, social media can move mountains.

What does the modern movie ad look like? In the end what you see below drove more profit to Paramount’s bottom line than a hundred million impressions on broadcast TV.

1. So who’s going to PARANORMAL ACTIVITY? @ryan_connolly@patricknorton @jollyroger + a few of the @Area5_Coop guys! are you? http://ow.ly/qMtB4:09 PM Sep 23rd from HootSuite

2. Don’t Forget! Thursday @ Midnight join Revision3 in checking out PARANORMAL ACTIVITY for FREE – Don’t miss out, RSVP now:http://ow.ly/qM0q

Grab a drink w/us before going to PARANORMAL ACTIVITY! We’ll be at Lucky 13 at 9PM tonite before going to the movie –http://ow.ly/qV2b

jollyroger Pics from Revision3 Paranormal Activity Movie at the castro here… http://tinyurl.com/ycpae9p#castro #revision3 #rev3 #paranormal 8:49 pm Sep 25th, 2009

clip_image001

Revision3 "Paranormal Activity" Movie Night – a set on Flickr

http://www.flickr.com/photos/rogerchang/sets/72157622454343082/

ParamountPics: RT @revision3 Hey SF! represent! This Thurs ParanormalActivity expands & 10 theaters only host an exclusive party http://tl.gd/mqc8

And many, many more!

33 Comments

David Politis November 2, 2009

Very cool effort and informative story, Jim. And without realizing it, you just proved the point of my morning post “Becoming Socially Ambidextrous: Why Using Two or More Social Networks is Becoming the Norm.” (You can read it here: http://www.thebettyfactor.com/2009/11/02/becoming-socially-ambidextrous/.)

More and more companies are using multiple social networks/media/services/tools to tell their story, drive sales and make connections — just as Rev3 did for “Paranormal Activity.”

Way cool. Keep up the good work.

David

Charles Baker November 3, 2009

Thanks for sharing this; it was a good read. Great work all around! Congrats to the Revision3 team.

Devon Jordan July 14, 2010

I know, I’m super late on reading this.

Truly awesome read. I have a question though, how do you keep the power of Social Media apparent for “big budget” flicks? How do you keep it from getting lost in the shuffle of billboards, commercials, and trailers?

office furniture August 27, 2011

Whats up! I simply want to give a huge thumbs up for the nice information you have got here on this post. I can be coming again to your weblog for extra soon.

little tikes vanity set July 7, 2013

I like the valuable info you supply for your articles.
I’ll bookmark your blog and test once more here frequently. I am relatively sure I’ll learn many new stuff proper here!
Best of luck for the next!

antique bathroom vanities July 21, 2013

Somebody essentially lend a hand to make significantly posts
I might state. This is the first time I frequented your website page and so
far? I surprised with the research you made to make this particular put up amazing.
Great activity!

pit36 July 21, 2013

Have a look at my webpage – pit36

garcinia cambogia benefits July 22, 2013

Does your site have a contact page? I’m having problems locating it but, I’d like to shoot you an e-mail.

I’ve got some recommendations for your blog you might be interested in hearing. Either way, great website and I look forward to seeing it expand over time.

Also visit my site :: garcinia cambogia benefits

durl.me July 30, 2013

You can certainly see your expertise within the work you
write. The world hopes for even more passionate writers like you who
are not afraid to say how they believe. All the time follow your heart.

Here is my site: pit 28 za 2013 (durl.me)

Joey July 31, 2013

Hello I am so grateful I found your blog page, I really found
you by error, while I was browsing on Google for something else, Anyways I am here now and
would just like to say thank you for a marvelous post and a all round enjoyable blog (I
also love the theme/design), I don’t have time to look over it all at the minute but
I have saved it and also included your RSS feeds, so when I have time I will be back to read a lot more, Please do keep up the great
work.

Check out my web blog e deklaracje online (Joey)

recommended reading July 31, 2013

Hello, all the time i used to check blog posts here in the early
hours in the break of day, as i enjoy to find out more and more.

druki pit za 2013 August 5, 2013

Feel free to surf to my blog; druki pit za 2013

mirrored bedroom vanity August 7, 2013

Have you ever considered publishing an e-book or guest authoring
on other blogs? I have a blog based upon on the same topics you discuss and would
love to have you share some stories/information. I know my readers would appreciate your work.

If you’re even remotely interested, feel free to shoot me an e-mail.

Bankruptcy Attorney October 14, 2013

I think it will save good quality movies only. Great article. I really enjoyed reading it.

Lilian January 24, 2014

I know this if off topic but I’m looking into starting my
own weblog and was wondering what all is required to get setup?
I’m assuming having a blog like yours would cost a pretty penny?
I’m not very internet smart so I’m not 100% sure. Any tipss or
advice would be greatly appreciated. Appreciate it

Eric March 28, 2014

We expect to see the movie industry embrace social media even more in the future. A look at some of the biggest hits at the box office this year proves that many of the most successful films also had strong social media campaigns.

mario mobile games April 15, 2014

Howdy this is somewhat of off topic but I was wanting to know if blogs
use WYSIWYG editors or if you have to manually code with HTML.

I’m starting a blog soon but have no coding know-how so
I wanted to get guidance from someone with experience.
Any help would be greatly appreciated!

telecharger teamviewer April 21, 2014

Hi there superb blog! Does running a blog like this require a great deal of work?
I’ve virtually no understanding of programming however I was hoping to start my
own blog in the near future. Anyways, should you have any recommendations or techniques for new blog owners please share.
I know this is off topic but I simply needed to ask.
Thanks!

Here is my homepage; telecharger teamviewer

icon pop quiz cheats characters May 5, 2014

Today, I went to the beachfront with my
kids. I found a sea shell and gave it to my 4 year old
daughter and said “You can hear the ocean if you put this to your ear.” She placed the shell
to her ear and screamed. There was a hermit crab inside and it pinched her ear.
She never wants to go back! LoL I know this is entirely
off topic but I had to tell someone!

My website; icon pop quiz cheats characters

Johnd370 May 13, 2014

very nice post, i certainly love this web site, keep on it kafckddfgdcc

clumsy ninja hack android May 30, 2014

I have learn several excellent stuff here. Definitely worth bookmarking for revisiting.
I surprise how a lot effort you place to make this sort of magnificent informative website.

Look at my blog post :: clumsy ninja hack android

go to my blog July 5, 2014

whoah this blog is fantastic i love studying your posts.

Stay up the good work! You already know, many people are looking
round for this info, you could help them greatly.

Website August 13, 2015

Mas lo que no se puede es llegar el primer año y estimar hacer una
enorme colección.

botox westport connecticut May 7, 2016

Thank you a bunch for sharing this with all of us
you actually recognise what you’re speaking approximately!

Bookmarked. Kindly additionally seek advice from my website =).
We can have a link exchange contract between us!

my page: botox westport connecticut

hotelandresto.com May 7, 2016

I was examining some of your posts on this website and I think this site is
really informative! Continue putting up.

angry birds 2 level 30 May 7, 2016

angry birds cheats poached eggs 2-5

garcinia cambogia work May 7, 2016

I am sure this paragraph has touched all the internet visitors, its really really fastidious paragraph on building
up new weblog.

Here is my website – garcinia cambogia work

SIVAJOTHI GNANATHEEVAM May 5, 2019

Dear Sir/Ma

I am direct to a provider who has recently issued banking instruments for a couple of my clients the provider is 100% check-able you can do your due diligence on them. I personally know the provider.

Our instruments are only from triple ‘a’ rated banks and we issue from $1M to $5B . The provider is 100% verifiable. If you are genuinely seeking bank instruments. Contact me and i will furnish you with details.

They deal with issuing of instruments such as Bank Guarantee and Standby letters of credit also Letters of credit. For genuine and Serious inquiry of any form please kindly contact me via the details below.

– Bank Guarantee (BG)
– Standby Letter of Credit (SBLC)
– Direct Line of Credit (DLC)
– Medium Term Note (MTN)
– Letter of Credit (LC)

I will be glad to share with you our working procedures

Contact : Mr. SIVAJOTHI GNANATHEEVAM
Email: leasingmandate@gmail.com
Skype ID: leasingmandate
Tel: +44 790-813-7394 (You can add me on whatsapp).
Registered No: 04364045

Regards
SIVAJOTHI GNANATHEEVAM

yun janghwan June 30, 2020

Dear sir/madam;
I’m YUN JANGHWAN from KOREA, working as Financial Consultant in UK.. Am in direct contact with an active and capable Provider of Bank Instruments(SBLC/FC BG & LC) we’ve close successful deals together since working over the years. Our SBLC/BG can be engaged in PPP Trading, Signature Projects, Petroleum, Oil & Gas, Business Funding, Aviation and MORE.. If interested, you can contact me through.

inquiry contact
Name: YUN JANGHWAN
E-mail: janghwan020@gmail.com
Skype ID: yun janghwan

for more details and our working procedure.

Am direct the provider, Brokers are welcome with their clients.                      

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.