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Life in a Day Doc Follows On-Demand Marketing Model: Hometown Screenings, Marketing SWAT Teams

Thompson on Hollywood By Anne Thompson and Sophia Savage | Thompson on Hollywood June 22, 2011 at 8:16AM

The trend in marketing these days is the on-demand model launched by Paramount's Paranormal Activity. The idea is to engage fans and get them to market the movie.
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Thompson on Hollywood

The trend in marketing these days is the on-demand model launched by Paramount's Paranormal Activity. The idea is to engage fans and get them to market the movie.

With Ridley Scott and Kevin Macdonald's Sundance hit Life in a Day, partners National Geographic Entertainment, YouTube and Cinedigm Digital Cinema Corp. are inviting audiences to request special screenings of the film in their hometown on July 24 in advance of the national release July 29. NatGeo will select the winning towns. Fans can also put together their own mash-up trailers to be shown at special screenings and on YouTube. Here are more details and video and audio assets to edit the trailers.

For the most enthusiastic fans, NatGeo is supplying marketing toolkits for "marketing SWAT "teams (sign up here). Here's more on the film's Micro Movie Mogul scheme and our first look at the poster.

This article is related to: Box Office, Directors, Genres, Marketing, Summer, Ridley Scott, Documentaries


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Thompson on Hollywood

Born and raised in Manhattan, Anne Thompson grew up going to the Thalia and The New Yorker and wound up at grad Cinema Studies at NYU. She worked at United Artists and Film Comment before heading west as that magazine's west coast editor. She wrote for the LA Weekly, Sight and Sound, Empire, The New York Times and Entertainment Weekly before serving as West Coast Editor of Premiere. She wrote for The Washington Post, The London Observer, Wired, More, and Vanity Fair, and did staff stints at The Hollywood Reporter and Variety. She eventually took her blog Thompson on Hollywood to Indiewire. She taught film criticism at USC Critical Studies, and continues to host the fall semester of “Sneak Previews” for UCLA Extension.