Sony Pictures has roped in the support of multiplex staff to participate in series of stunts to promote a forthcoming film.
The teenage horror flick, entitled ‘Prom Night’, is being promoted by traditional means but in order to drive engagement the film company has come up with a novel idea involving cinema staff in the US.
The Screen Gems division of Sony Pictures has set up cardboard promotional displays in 120 theatres, in corners and hallways.
Designed to look like an entrance to a ballroom the “standees” consist of double doors flanked by life-sized cut-outs of characters from the film.
Carrying the signage, “Open the door for a night to die for,” once cinemagoers take the bait, a multiplex employee jumps out shrieking.
Testament to the promotion’s success is the fact that clips of the hilarious activity has spilled over onto YouTube, giving the campaign an added viral dynamic.
The move was taken to get an edge over the competition where, due to an over saturation of horror titles in the marketplace, box office results of late have been mixed.
Film companies have increasingly been looking outside of traditional marketing channels to push titles.
Paramount Pictures UK took a flight simulator called The Queen Bee on a nationwide tour as part of promotion for its animation film, ‘Bee Movie’.
Meanwhile, 20th Century Fox embarked on a a nationwide university tour to find the silliest Spartan warrior in the UK, to celebrate the theatrical release of their new comedy ‘Meet The Spartans’.
A giant Homer Simpons was also painted on the Dorset Downs to generate PR for ‘The Simpsons’ movie.
UK PR agency Way to Blue, most recently, has created a ‘Zombie’ Google Earth layer to promote Contender Films’ forthcoming release [REC].
It’s being supported by strategically releasing exclusive clips to ITV, Channel 4 and specialist film magazine, Empire.
See the 'Prom Night' promotion in action by clicking the video link below.