How a Handmade Push Helped ‘Wild Things’ Tame Box Office
Although I was not keen on the movie itself, I cannot deny that the marketing rollout was genius.
The next couple of weeks will tell us what type of film Warner has on its hands, but one thing is clear: The marketing did hue to the vision of the movie’s director, who, while not a household name, is enough of a draw to tap into a large, enthusiastic, ready-made audience, which invariably includes a heaping dose of aging hipster Gen X-ers, cool kids and people whom brands often call “influencers” that helped propel the movie to the No. 1 spot.
With involvement and influence on a number of key projects, such as limited-edition products and partnerships with outlets such as Urban Outfitters and Vice magazine, Mr. Jonze was able to build a groundswell of enthusiasm for his film that would later complement and buoy a big-budget studio effort.
(via Advertising Age)
