Movies, perhaps, are the biggest contributors to the entertainment industry.
Given the rate at which movies are released today, the competition is more than fierce. Box office results are looked upon to like baseball scores. Any minute, the result can change and turnaround the fortune for any movie.
Now with so much of noise in this entertainment market, movies often struggle to get attention from the audience. Trailers and banners are no longer the only medium to promote a movie. The hi-tech audience, of today, demands more than just print advertisements for promotion of a movie.
$40M-50M is the average cost to market a feature film distributed by a major Hollywood Studio
Studios spend millions of dollars on promoting and advertising a movie. Here are some interesting figures on ad spend.
How creative you can get to promote a movie can actually decide whether you will enter the coveted million dollar club or not.
In recent years, movie promotion is heavily relying on technology to increase word-of-mouth and spark curiosity.
Augmented Reality is one such technology.
Imagine you stepping into a shopping mall, placing yourself onto a black marker laid on the floor with a big TV screen in front of you and Sandra Bullock popping out of that screen to invite you for a movie date.
You would certainly not turn her down, would you?
This is what an entire Augmented Reality experience is all about.
Augmented reality involves overlaying multimedia content like- image, audio and video over the real world object, when scanned through any digital device.
It can make movie posters talk, movie trailers interactive, let your audience interact with a movie character and much more.
Here are 5 such movies that created a lot of buzz before being released using AR.
The Amazing Spider Man2
Well, the movie needs no introduction.
When the world’s most popular character was about to rolled onto the big screen, an AR app was launched that enabled the fans to find spider man all around the place using their mobile phones.
In the augmented reality driven movie promotion, when people scan the markers available online, designated retail stores or editorial channels, then spider man can be viewed swinging through buildings, crawling up walls and shooting his web on the screen.
It also included mini-games with multiple levels that run on user’s phone background environment.
Plus, there was a spidey costume creator that let fans suit up like spider man and share their images with friends.
The unique strategy intrigued the kids with the costume feature and young ones with game.
How to Train Your Dragon 2
People were given interactive experience via mirrors in various shopping malls in Argentina. When the people saw themselves in the mirrors, they were transformed into a movie character.
People took the pictures of the experience and shared it with their friends. This immersive experience led to a lot of engagement. The augmented reality action in the mirror used facial tracking feature.
Avatar had not only blurred the line between animation and reality in the movie only, it also performed the same during its promotion using augmented reality.
Interactive campaigns were created in collaboration with McDonalds, Coke Zero and Mattel. Coke produced 140 million AR packaged cans for this campaign which was proven to be the largest campaign to date.
Plus, McDonalds released a “thrill card” attached with every Big Mac and after scanning the card with web camera, it delivered a rich experience of the environments of Pandora.
Plus, AR Mattel action figures were packed with special plastic cards and when placed in front of webcam, the action of the toy began. Users interact with figure through computer using any physical device.
Into the storm
“Into The Storm” really brought the storm to the streets of Sydney with its augmented reality campaign.
A digital-out-of-home (DOOH) campaign was created for this natural disaster movie. The campaign utilized 64” plasma screen that had the movie’s poster. What looked like a static image quickly turned into an interactive experience showcasing violent weather including gusty winds. It looked as if the storm was approaching the people viewing the screen.
This was the first Indonesian movie to use AR for its promotion. The campaign was launched in the theatres that involved scanning the posters and banners with an Android app to play a game.
Game allowed a user to become hero or heroine and fight villains with the virtual gun and within specific time. The shooter AR game app caught many eyeballs in Indonesia and spread good word about the movie.
AR can really get the momentum going for your movie provided you deploy such campaigns using the right message at the right place at the right time. As we move forward in 2015, more movies will hop onto the AR bandwagon to spread the word and gain attention from audience. However, not everyone will succeed. It’s all about providing the best experience to your audience rather than just using such campaigns for gimmick.