Promoting 'Paranormal Activity'
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG235
Case Length : 19 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Paramount Pictures Corporation
Industry : Media and Entertainment
Countries : US
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts Contd...
Some Initial Reactions
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Some analysts appreciated Paramount Pictures' strategy to showcase the film in midnight screenings since it gave the users a sense of victory since they were among the first to see the film. Moreover, they helped the studio in promoting the film by posting tweets and their opinions on blogs and social networking sites...
The Results
The marketing strategies adopted by the film were largely well received by both the audiences and industry experts. People who saw the film posted their opinions on several social networking sites...
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Outlook
The Paranormal Activity success story continued in the last week of October 2009. Considering the demand, Paramount Pictures expanded the film to 2,000 screens on October 23, 2009. From October 23, 2009 to October 24, 2009, the film grossed US$ 21.1 million in revenues (Refer to Exhibit III for revenues earned by films from October 23, 2009 to October 24, 2009)...
Exhibits
Exhibit I: Poster of Paranormal Activity
Exhibit II: A Note on the 'Blair Witch Project'
Exhibit III: Revenues Earned by Films (October 23, 2009 to October 24, 2009)
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