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Paramount Books Paranormal Activity 2 Advanced Screenings On Demand

Thompson on Hollywood By Sophia Savage | Thompson on Hollywood October 18, 2010 at 7:01AM

Audiences used Demand it!® to land free midnight screenings of Paramount's Paranormal Activity 2 on October 20. A quarter million people will see the sequel across several US cities that used the new marketing tool to win advanced screenings in LA, NY, Chicago, Dallas, Boston, Denver, Philadelphia and Seattle as part of the film's buzz-building marketing campaign.
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Thompson on Hollywood


Audiences used Demand it!® to land free midnight screenings of Paramount's Paranormal Activity 2 on October 20. A quarter million people will see the sequel across several US cities that used the new marketing tool to win advanced screenings in LA, NY, Chicago, Dallas, Boston, Denver, Philadelphia and Seattle as part of the film's buzz-building marketing campaign.

Other studios have taken note of Paramount's creative marketing innovation. “We are excited that there is so much anticipation for the follow-up thriller," says Paramount vice chairman Rob Moore. The studio hopes to cash in on success equivalent to that of the first movie, which was largely thanks to fans turning the micro-budget ($11,000) horror flick into a sensation that made over $183 million worldwide. The question is, was the first film lightning in a bottle? Will the business model work with a $2.75 million sequel and more costly promo push?

This article is related to: Franchises, Genres, Studios, Marketing, Sequel, Horror , Paramount/Vantage/Insurge/CBS


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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.