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'Paranormal Activity 4' Invites Fan Participation

Thompson on Hollywood By Maggie Lange | Thompson on Hollywood October 1, 2012 at 7:01AM

When found-footage movie "Paranormal Activity" premiered in 2009, Paramount digital marketing started engaging with movie fans in a direct way. They encouraged viewers to create their own spoofs and renditions of the D-I-Y film.
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'Paranormal Activity 4'
Paramount 'Paranormal Activity 4'

When found-footage movie "Paranormal Activity" premiered in 2009, Paramount digital marketing started engaging with movie fans in a direct way.  They encouraged  viewers to create their own spoofs and renditions of the D-I-Y film. 

They are continuing fan homages with "Paranormal Actibity 4." This time, Paramount will partner with mobile video-editing app Ptch to allow users to integrate clips, sounds, and images from "Paranormal Activity 4" into their own videos.  Paramount also offers tickets and merchandise for filmmakers who deliver the "Most Popular," "Scariest," "Most Realistic," and "Most Tense" short films made via Ptch.

This promo project is basically a launch vehicle for Ptch, similar to Viddy's partnership with "The Muppets" movie in 2011. Developed by Dreamworks Animation, Ptch allows users to actually edit videos on the go -- a step up from most apps that just allow simple additions like an added filter. 

This article is related to: Paranormal Activity, Paranormal Activity, New Media & Technology, Marketing, Paramount Pictures


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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.