Sunday, March 14, 2004
"The Passion" wins with viral marketing
Twenty-four million dollars isn't bad for a feature film box office opening. But on a Wednesday? That was followed by $84 million the first weekend and $228 million in the first two weeks of the run, according to Exhibitor Relations.
Obviously, some extraordinary forces were at work in the marketing of "The Passion of the Christ." There was the big build-up and wide-ranging controversy over its gut-wrenching violence and alleged anti-Semitism. Online marketing played a role, too.
However you feel about the film, there's no denying it's been a success from a marketing perspective. Although I can't prove it -- attempts to reach the distributor and its partners came up empty -- I'd bet online marketing had a significant impact on those dramatic box office numbers.
Continued in the article
Twenty-four million dollars isn't bad for a feature film box office opening. But on a Wednesday? That was followed by $84 million the first weekend and $228 million in the first two weeks of the run, according to Exhibitor Relations.
Obviously, some extraordinary forces were at work in the marketing of "The Passion of the Christ." There was the big build-up and wide-ranging controversy over its gut-wrenching violence and alleged anti-Semitism. Online marketing played a role, too.
However you feel about the film, there's no denying it's been a success from a marketing perspective. Although I can't prove it -- attempts to reach the distributor and its partners came up empty -- I'd bet online marketing had a significant impact on those dramatic box office numbers.
Continued in the article
