Paramount had a highly successful social media promotion campaign for the low-budget film Paranormal Activity. They focused on making it an interactive experience where fans could demand screenings in their area by hitting a button on the website. This determined which markets the film would be screened in. Paramount extensively used Facebook and Twitter to promote the film and partnered with an online events service to get fans requesting screenings. Within 72 hours, over 860,000 fan requests had been received, and the film became a trending topic on Twitter for consecutive weeks during midnight screenings. This low-cost promotion strategy led the film to gross over $150 million despite only costing $15,000 to make.

1. Technology, Social
media and film
Andy, James, Samya,Maya

2. One of the best examples of a
successful social media promotion
campaign for Cinema was for
Paramount's 2009 release
Paranormal Activity
The film, which was made for less than $15,000 went on to gross more than
$150 million at the box office.

3. Paramount’s focus throughout was to
offer Paranormal Activity as an
“interactive experience” rather than just
a movie.
Fans across the country could demand by hitting a "Demand" button on its
website that the movie be screened in their area.
That, in turn, determined which markets Paramount would select for a series
of midnight screenings.

4. Paramount extensively used Facebook
and Twitter to promote the film
Partnering with Eventful (an online events discovery service) to get would-be
fans to request a screening of the film in their area.
The goal was to eventually get 1 million fan requests for the film to enter wide
release.
They created a short teaser video to
create a buzz
https://www.youtube.com/watch?v=7TC9bKyDB5Y

5. Within 72 hours of launch the "Demand"
ticker had surpassed 860,000
"Paranormal Activity" become a recurring trending topic on Twitter during the
midnight hour for several consecutive weeknights.
A sponsored Twitter account, already had over 47,000 followers, with more
than 4,700 fans uploading their video reactions to the film.

6. Technology
Technology shifts ( Enjoyment):
•Enhanced customer experience
•3D/4D
•Screening quality is preserved
•Cost of digital is much less than analogue “$16000 per 220 hours compared to $1.8M for film
Technology shifts (Influence on marketing):
•Creating a buzz
•Tell don’t sell
•Target specific audiences
•Social listing
•Empowering consumers
Social Media
Consumer shifts:
•Home entertainment(DVD/online)
•More demanding
•In seat catering
•Pricing
•Screens for adults only
•3D/4D experience

7. Honeycomb