Multichannel marketing boosting summer film releases

Last week, one headline read “Multichannel marketing campaign is vital to Inception's popular reception.”

I haven't actually seen the film, but friends have either loved it or didn't at all.

Nonetheless, that's good news for pubs like us, where DM figures prominently into the mix.

A firm called eConsultancy asserted that claim. Apparently, the film's Facebook page redirected more than 500,000 fans to some of its marketing pieces, including mobile phone applications and games that allow users to uncover more information about it.

"The movie industry has been pulling off unique and involving marketing campaigns and promo stunts for years and is one of the most forward thinking when it comes to social marketing and innovative digital technology," remarks eConsultancy.

Being a film addict, I liked that statement—and have seen some great promos myself. I once saw sensory-based ads that resulted in an explosion appearing on a screen to promote a James Bond film. Good stuff.

It is an indicator that the industry has evolved into executing a comprehensive advertising program. I suppose movie companies do have the upper hand in “blockbuster” budgets

Bring it on, I say.