Staffer Critiques Movie Trailers
John T. Johnson
Issue date: 11/9/09 Section: Opinions
When the film came out, fans of the Spider-Man comics were surprised to see how badly the filmmakers screwed up with the character.
Trailers are not the only way to advertise for the latest films, however. In the past, TV spots were a way to inform people at home of when a film was coming. TV spots are generally 15-30 second versions of the trailer. TV spots are still used today, but they are quickly being replaced by the internet.
One of the newest ways to advertise for a film is something called viral marketing.
This is where the studios create a series of Web sites that usually contain hidden features and audience members must follow these links to find certain things pertaining to the film or an event that will be held to promote the film.
The biggest case of viral marketing in recent years was last year's "The Dark Knight." Warner Bros. created a series of Web sites that made it seem that the Joker was leading audience members through a series of puzzles and clues that granted them access from things as small as a production photo to scenes from the film.
"The Dark Knight's" viral campaign even had thousands of people come to New York City to a certain location at a certain time. When the audience members arrived and the appropriate time rolled around, the bat signal suddenly appeared on one of the buildings and remained there until the movie's premiere.
The problem with viral marketing is that sometimes it creates buzz for a film that the movie might not be able to live up to.
Trailers are not the only way to advertise for the latest films, however. In the past, TV spots were a way to inform people at home of when a film was coming. TV spots are generally 15-30 second versions of the trailer. TV spots are still used today, but they are quickly being replaced by the internet.
One of the newest ways to advertise for a film is something called viral marketing.
This is where the studios create a series of Web sites that usually contain hidden features and audience members must follow these links to find certain things pertaining to the film or an event that will be held to promote the film.
The biggest case of viral marketing in recent years was last year's "The Dark Knight." Warner Bros. created a series of Web sites that made it seem that the Joker was leading audience members through a series of puzzles and clues that granted them access from things as small as a production photo to scenes from the film.
"The Dark Knight's" viral campaign even had thousands of people come to New York City to a certain location at a certain time. When the audience members arrived and the appropriate time rolled around, the bat signal suddenly appeared on one of the buildings and remained there until the movie's premiere.
The problem with viral marketing is that sometimes it creates buzz for a film that the movie might not be able to live up to.
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