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Will Hollywood Learn from 'The Fault In Our Stars'?

Features
by Chris Dorr
June 10, 2014 10:30 AM
3 Comments
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'The Fault in Our Stars'
'The Fault in Our Stars'

In June of 2012 I wrote Another Crack in the Mass Media Wall, a post that detailed how Lionsgate effectively used social media for the first time to get a huge opening weekend for "The Hunger Games."

It is worth noting that two years later Hollywood decided to follow up on its own innovation with the release of "The Fault in Our Stars."

As described in How "The Fault in Our Stars" Movie Became a Social Media Supernova, Fox effectively reached its audience with a well planned social media campaign before the movie opened. (The dedicated fanbase of John Green, author of the film's YA-novel source material, also played a part.)

"Other movies have done [social media outreach] in places," George Dewey, Fox's senior vice-president for domestic digital marketing, tells Yahoo Movies. “We're doing it across the board. I think the combination of the passion that pre-existed the movie with the decision to involve fans every single step of the way is why you see so much conversation about The Fault in Our Stars now."

Dewey goes on to comment:

"In general, treating fans as part of the campaign as opposed to the audience for the campaign is the future of how movies will market."

This view expressed by Dewey is still a minority one within the Hollywood marketing and distribution machine.  Most in Hollywood still believe that the audience is simply there to receive the campaign -- not be part of it. This dominant point of view clings to the old mass media model of "we create, you simply consume," where all control rests with the media company and gives no control or "emotional ownership" to the audience.  But we live in a new world. 

This past weekend showed that the marketing strategy employed by Fox and Mr. Dewey was "spot on." The studio projected that the movie would hit $29 million at the North American box office.

But something else happened. 

Read the rest of the story here.

3 Comments

  • tyler4all | June 10, 2014 12:57 PMReply

    Hmmm, how can we know the success at the box office wasn't just fans of the book going out to see the movie and not "new" marketing? marketing is, of course, gonna pat themselves on the book but fans of a book or comic book will go see adaptations, just out of curiosity. also, helps that the writer seems to be on board.

  • Clark Fable | June 10, 2014 11:56 AMReply

    studios will implode. they've crowded the box office with franchises, sequels, prequels and other derivative crap. streaming is the future. social media campaigns engaging the audience will win out. hollywood should be ready.....

  • j | June 10, 2014 7:30 PM

    Hollywood isn't going anywhere you think because a film that used social media to get people in seats is changing things ? It's just another outlet for these people to sell their movie so people go and see it .It's like a mouse fighting a gorilla this is the trend at the moment but keep in mind what a trend is .Its only temporary ,it too shall pass not everyone is going to be on board for this its very niave to think that this is going to drastically change things .Hollywood isn't going anywhere it's these smaller guys that will wither away in the end

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