Sony Pictures

NXNE? Boston is missing out!

Posted on April 18, 2007. Filed under: advertising, Austin, blog, Boston, Boston Independent Film Festival, Boston Phoenix, Boston Underground Film Festival, broadcast, Chris Cooper, Chris Kataan, consumer marketing, Cream, Grindhouse, indie films, Luke Wilson, Massachusetts, movie promotion, movie trailer, NBC, new media, North by New England, North by No'Easter, Robert Rodriguez, Sony Pictures, SXSW, texas |

A few weeks ago I was lucky enough to be able to attend the Independent Film and Interactive portion at SXSW. As you may or may not know SXSW began a a music festival that eventually attracted signed acts, celebrities and record companies. It has since expanded to include independent films and interactive marketing. I’ve blogged several times on what a great experience being involved in SXSW/INT was but not about SXSW/Film.
Boston of course has IFF, BUFF and others across the eastern part of Massachusetts. What Boston doesn’t have, but is perfect for, is a cohesive festival. There are alot of great people doing alot of hard work on a volunteer basis and I applaud them. The problem with the dozen or so film festivals around the New England area is attendance and visibility. SXSW’s film attendance was over 5,000, including the interactive portion, over 10,000. Many of the interactive attendees, myself included, attended many of the film events including parties, movie premiers and panels.
Of course with that kind of attendance the quality of the material goes up, the quality and quantity of celebrities goes up. At least 3 indie film makers I met have distribution deals now and one in particular is beginning development on new shows for NBC.

I got to attend the premier of Knocked up and got to hang out with the cast. I got to see cool cips of Grindhouse and drink for free while Robert Rodriguez jammed on stagae at a club. I got to see someone I’d just met almost get punched out by Luke Wilson. I saw Chris Kataan (I think) fumbling in his backback while some girlie pop song was ringing on his cell phone. Plus a bunch of really creative and fun people got to meet, network and get discovered. Even parts of the music festival overlapped as some bands arrived early, not the least of which were members of Cream who stayed at my hotel.

This kind of visibility, excitement and possibility is lacking from the Boston indie film festivals. Not for lack of quality films or hard work, merely by the fact that they divide attention. The idea that the whole is more important than the sum of it’s parts has never been more true.

Here’s hoping that someone like the Boston Phoenix or Chris Cooper can convince the local festivals to start working together. Maybe we can get some of the hi-tech companies and design agencies to help with an interactive festival and the local radio stations to have dueling events too. We’ll have to call it North by New England since oronto already scored North by Northeast. Maybe North by No’Easter?

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Failure to Launch (Correctly)

Posted on April 4, 2007. Filed under: ABC, advertising, American Express, blog, Boston, broadcast, Chia Pet, consumer marketing, Kate Beckinsale, Lost, Michael Durwin, movie promotion, movie trailer, new media, OnDemand, Sony Pictures, tv ad, Vacancy, viral marketing, YouTube |

Vacancy Poster

I just saw a preview for the new movie Vacancy. Kate Beckinsale is in it so of course I’ll see it, when it comes to OnDemand. The trailer was interesting enough, mostly because Kate Beckinsale was in it, but I was most intrigued by a bit of text at the end of the trailer under the In Theaters…
The text gave a number: 1-888-VACANCY. So of course, being the marketing/tech geek that I am, I ran to my phone to give the number a call. 1-888-982-2262(9) for those who can’t stand dialing by letter. The extra 9 is moot, but necessary to spell the title. First, the number flashed so fast that I thought it said 1-800.. I got the Alliance Data Help Desk. Obviously the wrong place. I rewound my DVR and saw that it was 1-888. I called. Nothing. I just got a ring then a disconnect. I tried several times with the same result.
I did try again the next night (just a few minutes ago) and finally got through. There is a very creepy message with a few options; 0 for operator, 1 to hear specials and 2 to make reservations. The operator was a bad voice mail, 1 talked about slashing prices and 2 asked me to leave a number and hit pound for them to get back to me.
So first things first. When you run a commercial with a phone number attached for more information, make sure the number works and the system can handle the estimated amount of calls you expect. Even the people who sell Chia Pet know that. Next, make it worth my while! If I, as a consumer, are willing to make the effort and take on the expense of chewing up my minutes to interact with your marketing, make sure I’m going to get something out of it. A chance to have dinner with Kate Beckinsale would be a nice start, but even a chance to sign up for advanced screenings or unlock special features on the web site.
This promotion reminds me of the one American Express ran with Lost. They gave a special URL to a landing page with esupposedly exclusive content. Wrong! To begin with, once you hit the site it said nothing would be available until the next day. Great way to lose 75% of your audience. Then, when the content was available, it wasn’t exclusive, at least not to the show. It was merely clips from that episode. You could get that on ABC.com any time you wanted, or YouTube for that matter.
In all I think it’s great that companies are trying to take advantage of new media and new strategies online. But, when they do run a promotion like this, the only way it is going to be effective is if something engaging is going to be offered and for promotions like this that have the potential to reach millions, make sure it works!
Oh yeah, make sure it includes Kate Beckinsale!

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