In this paper the following horror movies will be analyzed: The Blair Witch Project (1999) and Blair Witch (2016), Paranormal Activity 1 (2007), Cloverfield (2008) and 10 Cloverfield Lane (2016), The Ring Two (2005) and Rings (2017).
These movies are being analyzed since their marketing campaigns concerning virality, word of mouth, interactivity and storytelling show many similarities but also some of them bring innovation to the marketing of horror movies. In the viral marketing of horror movies the strategies of storytelling and word of mouth are major factors in order to generate virality and to expand the fictional world consisting of characters and plot both online and offline. How the marketing campaigns of the studios regarding the movies listed above make use of these strategies and how viral marketing of horror movies has changed in terms of interactivity, mediality and storytelling since The Blair Witch Project will be examined in this paper.
Table of Contents
- 1 Introduction
- 2 Viral Marketing, Word of Mouth, and Storytelling
- 3 Early Viral Marketing Campaign: The Blair Witch Project (1999) and Its Sequel Blair Witch (2016)
- 4 Viral Marketing Campaigns of the Paranormal Activity 1 (2007)
- 5 Viral Marketing Campaigns of Cloverfield (2008) and 10 Cloverfield Lane (2016)
- 6 Viral Marketing Campaign of The Ring Two (2005) and Rings (2017)
- 7 Conclusion
Objectives and Key Themes
This paper analyzes the viral marketing campaigns of four horror films: The Blair Witch Project, Paranormal Activity, Cloverfield, and The Ring series, examining their evolution from 1999 to 2017. The study investigates how these campaigns utilized online and offline strategies, focusing on storytelling, word-of-mouth marketing, and audience interactivity to achieve virality. The analysis aims to understand the changing landscape of horror film marketing and the impact of technological advancements on promotional strategies.
- Evolution of viral marketing in horror films
- The role of storytelling and word-of-mouth in viral campaigns
- The impact of online platforms and social media on horror film promotion
- The interplay between online and offline marketing strategies
- Innovative approaches to audience engagement and interactivity
Chapter Summaries
1 Introduction: This introductory chapter sets the stage for the paper by explaining the increasing use of viral marketing campaigns, particularly in the horror genre. It highlights the blending of online and offline promotional activities to create a more immersive and interactive experience for the audience. The chapter introduces the four case studies (The Blair Witch Project, Paranormal Activity, Cloverfield, and The Ring series) and briefly outlines the paper's scope and methodology, emphasizing the analysis of virality, word-of-mouth marketing, and interactive storytelling within the campaigns.
2 Viral Marketing, Word of Mouth, and Storytelling: This chapter provides a theoretical framework for the analysis. It defines viral marketing, emphasizing the role of message forwarding and social media. Word-of-mouth marketing ("buzz") and its amplified reach in the digital age are discussed. The chapter also delves into interactive storytelling, explaining how the combination of online and offline activities, merging digital and physical elements, enhances audience engagement and fosters a sense of authenticity and realism.
3 Early Viral Marketing Campaign: The Blair Witch Project (1999) and Its Sequel Blair Witch (2016): This chapter focuses on the groundbreaking viral marketing campaign of The Blair Witch Project. It highlights the campaign's success despite its low budget, achieved by creating a sense of realism and mystery, blurring the lines between fiction and reality. The chapter analyzes how the "found-footage" style of the film facilitated a campaign that leveraged pre-existing internet infrastructure to create a sense of authenticity and encourage word-of-mouth marketing. It then contrasts this with the marketing campaign for the 2016 sequel, analyzing how marketing strategies adapted to the evolving digital landscape.
Keywords
Viral marketing, word-of-mouth, interactive storytelling, horror films, online marketing, offline marketing, social media, audience engagement, The Blair Witch Project, Paranormal Activity, Cloverfield, The Ring, found-footage, digital marketing, film promotion.
Frequently Asked Questions: Analysis of Viral Marketing Campaigns in Horror Films (1999-2017)
What is the main topic of this paper?
This paper analyzes the viral marketing campaigns of four successful horror films: The Blair Witch Project, Paranormal Activity, Cloverfield, and The Ring series. It examines how these campaigns evolved from 1999 to 2017, focusing on the interplay between online and offline strategies, storytelling, word-of-mouth marketing, and audience interactivity to achieve virality.
What are the key themes explored in the analysis?
The analysis explores the evolution of viral marketing in horror films, the role of storytelling and word-of-mouth, the impact of online platforms and social media, the integration of online and offline strategies, and innovative approaches to audience engagement and interactivity.
Which films are used as case studies?
The paper uses four horror films as case studies: The Blair Witch Project (1999 and its 2016 sequel), Paranormal Activity (2007), Cloverfield (2008) and 10 Cloverfield Lane (2016), and The Ring series (2005 and 2017).
What theoretical framework is used in the analysis?
The analysis uses a theoretical framework that defines viral marketing, word-of-mouth marketing ("buzz"), and interactive storytelling. It emphasizes the role of message forwarding, social media, and the blending of online and offline activities to enhance audience engagement and create a sense of authenticity.
What are the key findings regarding The Blair Witch Project's marketing campaign?
The analysis highlights the groundbreaking nature of The Blair Witch Project's viral marketing campaign, achieved despite its low budget. It emphasizes how the "found-footage" style of the film facilitated a campaign that leveraged pre-existing internet infrastructure to create authenticity and encourage word-of-mouth. The analysis also contrasts this with the marketing for the 2016 sequel, showing how strategies adapted to the changing digital landscape.
What is the methodology of the paper?
The paper uses a case study approach to analyze the viral marketing campaigns of the four selected horror films. It examines the campaigns' strategies, their effectiveness, and how they adapted to the evolving digital media landscape over time. The analysis focuses on the role of virality, word-of-mouth marketing, and interactive storytelling within each campaign.
What are the key words associated with this analysis?
Key words include: Viral marketing, word-of-mouth, interactive storytelling, horror films, online marketing, offline marketing, social media, audience engagement, The Blair Witch Project, Paranormal Activity, Cloverfield, The Ring, found-footage, digital marketing, and film promotion.
What is the overall goal of the paper?
The paper aims to understand the changing landscape of horror film marketing and the impact of technological advancements on promotional strategies. It seeks to illustrate how successful viral marketing campaigns in horror leverage storytelling, word-of-mouth, and interactive elements across online and offline channels.
- Quote paper
- Lioba Frings (Author), 2017, Viral Marketing Campaigns For Horror Movies From "The Blair Witch Project" (1999) Up To "Rings" (2017), Munich, GRIN Verlag, https://www.grin.com/document/368312
