2011 was a big year for Kickstarter. They even had their own film festival. As this blog states it funded hauled in $32,473,790, for 3, 284 films. Some projects are garnering critical acclaim. The niche power this crowdfunding holds cannot be overstated as the communities for these projects is built as the projects are built themselves.
TPB AFK Augumentary v0.2 from Klo on Vimeo.
Ever look things up about films while or after watching a film? What about thinking I want to see that when watching a film trailer in the cinema? In some nice second screen integration, the producers of the documentary The Pirate-Bay Away From The Keyboard have interlaced video their video with mobile and tablet viewable links, meaning that the social media streams of characters or Facebook fan pages could be accessed almost directly from viewing the video without disrupting the experience. Expect to see more of this.
Unilever’s “Paddle Pop” ice cream brand in Turkey recently turned the hero “Lion” mascot into a super hero that appeared in Cinema’s across the country as part of an interactive augmented reality Experience that saw a battle played out inside the audience of each cinema. As the characters duelled in front of the screen, the audience was challenged to catch as many augmented reality crystals as possible before continuing the adventure online, where website traffic was up 55% during the campaign and over 800k games played.
Last month Odeon launched a fully transactional f-commerce site within Facebook. Though it seems intriguing it hasn't spread as virally other verbs on Facebook like Netflix' 'watching' app. There also are some interesting questions about whether frames inside Facebook are where consumers want to actually make purchases. What is certain is that film marketers will have to find ways to use communities to market films and this is a step in that direction.
QkR is a mobile payment system that uses QR codes and NFC tags to enable cinemagoers to order and pay for food from their seat. QkR — pronounced “quicker” — was developed by Mastercard in partnership with Hoyts chain of cinemas and Commonwealth Bank in Australia. To order food or drink from their seat, customers use the QkR app on their phone to scan or type the QR code located on their arm rest. Their food or drink will then be delivered to their seat by a member of cinema staff. The QkR trial was launched at Hoyts’ Premier cinemas last month.
Paramount’s marketing department even held a December screening at a church in Pasadena. “It really heightened the experience, so we filmed the audience’s reactions and used them in ads on air and online,” said the studio’s chief marketing officer, Josh Greenstein.
The experience of a film is key what will make a cinema-goer leave the house. This article about Paramount's experimental label Insurge highlights how a 2 million dollar film can be effectively marketed and how Insurge have had consistent box office hits.