The Loch Ness Monster is loose in Tokyo!

13 Feb

Okay, well not the real Loch Ness monster…now that would just be silly wouldn’t it!

The Loch Ness monster has surfaced in Tokyo Bay – created using a water screen and water jets. This is the latest in movie marketing gimmicks, this time to promote The Water Horse. So are movie promotions getting more exciting or just over hyped?

We all enjoyed the ARG campaign for Cloverfield movie, and the hype has indeed made it a box office success, but if you read the reviews they tend to start something along the lines of… “it was never going to live up to the hype”. The films ‘herky-jerky’ camera work requires a lot of commitment from the audience, and it’s just not everybody’s cup of tea.

Before a movie hits the big screen, it’s tricky business striking a balance between sparking genuine buzz and generating over hype in movie marketing. Nonetheless, it’s a tough industry to crack and I’m thoroughly enjoying the innovative and often brave campaigns we are beginning to engage with.

Consumers are demanding more and more and are living in a highly charged media mix culture. Let’s face it, we’re bored with flashy movie websites with wallpapers and screensavers. That all seems all a bit lame now. As our expectations rise, I expect nothing less than real world Loch Ness monsters, complicated hunts across multiple platforms, and even bloody limbs in public places. Are you excited? I am…


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