How Paranormal Activity May Change Things

The new film Paranormal Activity may be a major game changer in terms of how movies are marketed these days

. Usually when a film is marketed they will simply put out some trailers, build a little hype and then send it out to theaters and if it is a success, then it is a success, and if it is a flop, then it is a flop. But Paranormal Activity utilized a different method. Instead, they built the hype for the film, which they were unsure of, and then used a featured called Demand, which allows people to request shows, usually bands, come to their areas.

Instead, they used it to see if people would demand a movie. The studio stated that if they were able to reach one million demands they would release the film all across the country. And so the film has reached one million demands and the film is expected to open on October the 16th, 2009. This is leading many to wonder if this could very well be the future of how movies are marketed. It is almost a win win situation for both the studio as well as the moviegoers. If a studio is unsure of how a movie will perform, then checking for the demand of the film would make it easier to know where is best to release a film, or if they should not release it, and the moviegoers see the films that they want to see.

However, there is some slight worry among some audiences that this may eliminate the serendipity factor behind some movies, particular the Midnight Movies, which often rely on people simply walking into the theaters and discovering a film. After all, this is generally how cult classics are made, but nowadays the cult film is starting to wain in favor of mass marketed films with elements of cult films. However, it is most likely a good thing that many films that would normally never be seen by a wide audience are being picked up and seen.

Whether Paranormal Activity is the future of how films will be marketed from now on remains to be seen. It is definitely a prospect that studios should take note of, especially given the dismal box office performance of many films that have come out in 2009. It cannot be denied that 2009 has not exactly been as successful as 2008, and a new marketing strategy may be just what the industry needs.

by: Jenna Anderson

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