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I can hear the echo of Jeff Gomez in this line:
'Brand partnerships let people 'touch and feel' movie.'
Here are the deets I find interesting:
"Iron Man 2" director Jon Favreau has used his Twitter account to leak tidbits about the superhero sequel to his fanboy followers, snagging mainstream media coverage of every "secret" he shared. Disney/Pixar has launched a screening program to show college students the first 65 minutes of "Toy Story 3" -- a "cliffhanger edition"-- to spark interest and blog posts. These students, most of whom were children when the first "Toy Story" movies were released, get into the screenings by signing up on Facebook. The studio just named a new nonentertainment industry marketing chief, M.T. Carney, a brand strategist who reportedly preaches the idea that communications don't have to be tied to ad buys.
The combination of traditional and emerging tactics is working.
Boxoffice is up 9.4% from last year's record-breaking run to $3.2 billion, partly because of the proliferation of 3D movies and their premium ticket prices. The top three pics of early 2010 were released in 3D: "Alice in Wonderland," "How to Train Your Dragon" and "Clash of the Titans." And of course, there's "Avatar."
First-quarter boxoffice snapped records with a $2.65 billion take, up 9% over the same period in 2009. Attendance, a real bellwether of success, is up 7.2%, which bodes well for the summer blockbuster season and beyond.
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