It is refreshing to hear of the current success of the non-traditional marketing campaign Paramount Pictures has pursued for the new Independent Movie release, “Paranormal Activity”. Rather than developing a standard movie trailer and advertising widespread across various broadcast mediums,  the marketing campaign has been made up of a grassroots campaign consisting of social media, limited showings and word-of-mouth fan buzz. It’s marketing slogan? “The first ever major film release demanded by you.” By engaging directly with the target viewers of this film, Paramount has broken box office records with the opening weekend, with approximately $7.1 million through the weekend, all for a film that cost roughly $11,000 to produce.

Fans hailed the film on Twitter, while other social media outlets urged consumers to visit www.paranormalmovie.com to have people urge their local theaters to showcase the film. You Tube was used to engage with the fans and to continue to encourage them to spread the word on the film.

The film has been sold as an “experience”, rather than just a movie. Paramount’s experience has ultimately led them to the bank. Another case in point that showcases the power of WOM and social media.

http://www.cnn.com/2009/SHOWBIZ/Movies/10/12/paranormal.activity.movie/index.html