Patrick Goldstein tackles something I didn’t touch on in my column about the marketing of Star Trek, which is that part of the marketing team’s job on the film was to play down expectations and hype so that if the movie didn’t open big it wasn’t seen as any more of a failure than it needed to. If they can do so successfully than anything above that official line is seen as a sign of the film’s success.
Bill Green does not appear to be a fan of the Esurance co-branded commercials for Star Trek, particularly the company’s instance on using their animated Erin character in the spots.
The “hypertrailer” for Quantum of Solace that appeared on National CineMedia’s NCM.com was singled out as a finalist for a DOOHA Award for its ability to
Sony Pictures setup a Twitter account at AndDMovies that asked people questions about some of the clues that have been scattered throughout the campaign’s sites and and trailers and gave them some sort of reward for their correct responses. The account will go inactive on 5/19, the classic example of a short-term campaign, but it seems to have a decent following. Too bad there’s no long-term equity to be gained. You can read the press release here.