Chapter 1: Blogs

●         As outlet for site/game updates

       Superman Returns

       Spider-Man 2, 3

       Ghost Rider

●         Corporate usage

       Fox Searchlight

●         Directors using to build fan-bases

       Kevin Smith, Michael Bay and others

 

Chapter X: Podcasts

●         Audio

       House of Wax/Paris Hilton

●         Video

       Bryan Singer, Peter Jackson, 300

       Nacho Libre, Scary Movie 3 (through iTunes)

 

Chapter 2: RSS Feeds

●         For site updates

       Sony (Casino Royale)

●         For news about the movie's subject matter

       Paramount Vantage (A Mighty Heart)

■         Was accessible through the movie's interactive ad

 

Chapter 3: Social Networking

●         As compliment to official website

       X-Men 2 (Cost more than X-Men's actual site)

       Fantastic Four 2 (Skin your profile, enter a contest)

●         As substitute for stand-alone site

        

●         Adding to user features through sponsorships

       Transformers (Photo album)

       300 (Increased number of photos allowed to 300)

●         As direct call to action

       Clerks II (Friends got their name on DVD credits)

 

Chapter 4: New Media Relations

●         Search as point of audience entry for brand research

       Blogs give good Google Juice

       Wikipedia scores high, and is edited by the audience

●         Step 1: Know what's being said

●         Step 2: Do no harm

       Campea/Transformers

●         Step 3: Build relationships

       Universal – Miami Vice

       Ales @ First Showing

●         Step 4: Best practices

       Exclusives (Don't pitch me a link to an exclusive poster on another site)

       Email blasts (Thanks – I wrote about that a week ago)

       Acknowledge the conversation (ParaVant – An Inconvenient Truth)

 

Chapter 5: Trailers

●         In theaters

●         Online

       Official (Apple/Yahoo/IGN

       Unofficial (Fan uploads to YouTube)

■         Why not put it on YouTube officially?

●         Mash-ups

       Official (Shooter/Eyespot)

       Unofficial (Brokeback 300)

 

Chapter 6: Posters

●         In theaters

●         Online

 

Chapter 7: Official Web sites

●         As hub for the movie brand

       Essential components

       Opportunity to enhance audience knowledge

■         Munich – Linked to IMDb, Wikepedia, news stories

■         The Good German – Contained historical information on post-war Germany

●         As opportunity to immerse viewer in movie's world

       Grindhouse

       Disturbia

●         Microsites

       To have a bit of fun

■         The Dark Knight (Whysoserious)

       To promote a social cause

■         Evan Almighty (Get on Board)

●         Official Sites 2.0

       The Nines (driven solely off blog software)

 

Chapter 8: Public Relations/Publicity

●         Magazine covers

●         Email blasts

●         TV appearances

 

Chapter 9: Online Advertising

●         Search Engine Marketing

       How important is the first paid spot

       Emphasis on paid or organic results?

■         Keywords, linking

●         Adsense, etc

●         BlogAds

●         Spending stats

 

Chapter 10: Cross-Media Redistribution

●         TV spots/featurettes winding up online

 

Chapter 11: Picking up the spare

 

• Materials finding their way onto other media
• Mobile promotions
• Virtual worlds
  • Blades of Glory DVD release in Second Life
  • Smokin' Aces contest/promotion in SL: http://www.adweek.com/aw/iq_interactive/article_display.jsp?vnu_content_id=1003533690
• Experiential marketing
  • The Simpsons Movie – Kwik E Marts