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?