Cloverfield  Low Budget film ($30 million)  No name Actors (Michael Stahl-David and Odette Yustman)  Filmed entirely with a hand held camera  Title was not actually released until late December

Results  Largest January opening in movie History ($42 Million)  Surpassed Star Wars Special Edition ($35.9 Million)  Forced 27 dresses into the number two spot

How this was done  Relied Heavily on Viral and Buzz Marketing  Started with a trailer during Transformers  Clues, new websites, and the name were released slowly  Contest and prizes for solving puzzles

How this was done  Slusho Slusho  Complete Secrecy  Strategic Placement of clues  Led to several websites and blogs  Producer J. J. Abrams stated that, while a number of websites were being developed to market the film, the only official site that had been found was comJ. J. Abrams

Strategic Effects  Creates a User Community Not simply talking about what you have found with friends  Encourages frequent returns If the customer enjoyed the mysterious experience, more likely to do more than just wait  Generates hype Similar to sites and books dedicated to HP #7 predictions

Marketing Effects  Getting the public to do your marketing Cheap, effective, independent  Multiple platforms Cross Network, many mediums used ○ Lost, Web, Heroes, Radio  Another Successful Low budget film A recent rise by Abrhams and others ability to create an emotional experience for the consumer without 100 million + budgets

J.J. Abrams  Lost  Alias  Cloverfield  Upcoming Star Trek Movie

Lost  Oceanic Air OceanicAir  Find 815 Find 815  Hundreds of user generated websites  Blogs  Even a few Lost “theory” books

Sources   nment_movies_blog/2008/02/cloverfield- the.html nment_movies_blog/2008/02/cloverfield- the.html