In the digital age, viral marketing has largely replaced 'word-of-mouth', utilising existing social media networking services such as facebook, twitter, youtube and blogs to produce brand awareness for films that are due for release. The concept of viral marketing relies on the audience or consumer to spread the messages, relating to the films, to each other - and this can be an incredibly cost-effective way to generate interest in a movie - particularly for those films with a limited marketing budget.
Please re-read the handouts I have given you on viral marketing and familiarise yourself with the campaigns used by a number of films. It is important that you don't just mention the names of films that have used viral marketing BUT that you are specific about particular elements of the campaigns. You should mention at least one big-budget Hollywood blockbuster - BUT your focus should be on smaller, more independent movies or British films. It is fine to discuss the campaigns for Avatar, Inception or The Dark Knight BUT you should be aware that the distributors of these movies also spent huge sums on more conventional forms of advertising.
It would be better to focus on the ways in which viral marketing campaigns have helped turn lower-budget films into box-office success stories. By all means discuss The Blair Witch Project BUT remember to also discuss more modern examples!
Below are a series of links to online articles about viral marketing and some specific case studies on films that have had innovative/successful viral marketing campaigns. Please look at the links and watch the accompanying short films - these examples will be invaluable in any essay about viral marketing!
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