Promoting 'Paranormal Activity'

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Case Details:

Case Code : MKTG235
Case Length : 19 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Paramount Pictures Corporation
Industry : Media and Entertainment
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

The Making of 'Paranormal Activity'

Paranormal Activity was the brainchild of Peli, who was born and brought up in Israel. He was a videogame designer until he wrote and directed Paranormal Activity. The inspiration to make the film came from his own experience when he moved to his new house in San Diego, California...

Initial Hiccups

After wrapping up the film, Peli collaborated with Creative Artists Agency to showcase the film at the 2007 Screamfest Horror Film Festival . The film received a good response from the audience. Despite a successful screening, the film was denied entry into the Sundance Film Festival and eventually no key distributors came out to distribute it...

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Promotional Strategies

Since the film was made on a low budget, Paramount Pictures planned to adopt unique and unconventional marketing tactics to promote it. Though the film was made on a budget of US$ 15,000, the studio spent US$ 10 million on marketing it. Experts felt that the budget was low compared to Hollywood standards...

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