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Pitch Perfect: How Universal’s Digital Marketing Helped It Have The Best Year Ever

Periscoped premieres and meme-inspired Snapchat filters have played a hand in the studio’s record-breaking, gangbusters year at the box office.

If you’ve spent any time on social media in the last few weeks, you’re almost certainly now aware that this Friday, M. Night Shyamalan‘s latest horror film, The Visit, opens in theaters. The film, which is about two kids who visit their creepy grandparents in rural Pennsylvania, has been heavily promoted on Snapchat via 10-second ads in its Live Stories feature. The trailer has been showing up in the Twitter feeds of people who have been tweeting about the VMAs and The Walking Dead. YouTube and Vine influencers have hosted advanced screenings and then plugged it to their multitudes of followers. Filmmaker Eli Roth and producer Jason Blum created special Snapchat stories for the film on their CryptTV digital network. In addition to the now old-school techniques such as its own Facebook page, where it has over 650,000 likes. The Visit even has a presence on Wattpad, the storytelling app, where Wattpad writers have been posting original stories inspired by the movie.

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