News
Film websites offer 'virtual hype'
By Robert Marich
March 13, 2009 – Motion pictures including Terminator Salvation are dotting cyberspace with websites presented by fictional companies as a treasure-hunt like reward for adventurous film fans, according to a Wall Street Journal article cleverly-headlined "Virtual Hype, Inc."
The Terminator website www.skynetresearch.com tells web surfers that it was created by Skynet, which “has dedicated itself to… an expansive research division that is laser-focused on creating the latest in robotic technology.” Warner Bros., which is behind the website, will premiere the film May 21 that stars Christian Bale.
The WSJ article, by Rebecca Markovitz, also found faux company websites in connection with Bruce Willis film The Surrogates, which Disney’s Touchstone release Sept. 25, and 2012, which is a Columbia Pictures release Nov. 13.
Regarding the 2012 website, the WSJ article says the presenter is “the Institute for Human Continuity (that) is focused on ensuring the existence of human life after Earth is decimated by a series of events foretold by the Mayans…. (Website) visitors to the Institute can sign up for the IHC Lottery, which offers people across the globe an equal chance at living through the year 2012."
Marketing to Moviegoers describes how such satellite websites, which aren’t a new concept, are designed to deliver highly targeted marketing messages and experiences, such as drilling down on the personality of single character in a film. “This kind of information is often lacking on the primary official website,” says the Marketing to Moviegoers book. Earlier examples include www.IBelieveInHarveyDent.com (for blockbuster The Dark Night) and www.GetOnBoardNow.org (for box office bomb Evan Almighty).
While there is a temptation to proclaim anything done in new media for films as absolutely brilliant, these efforts don’t always pay off. Both the official and secondary websites need to attract significant visitor traffic, which isn’t always achieved notes Marketing to Moviegoers.
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