There was a time when movie trailers promoted movies. Recently, and thanks largely to the internet, streaming media, high speed modems and services like YouTube.com, trailers themselves have become products to be promoted. For the most part, this promotion has occurred using the same online channels that turned trailers into miniature features in their own right rather than just another ad. That changed on Monday, 27 June, 2011.
We now have advertising campaigns for trailers on, of all places, the radio.
On Monday, 27 June, 2011 Ryan Seacrest kicked off an unprecedented promotional campaign for the Immortals which hits theaters 29 June, 2011. Not the film. The trailer. The film doesn’t open until November 2011.
Seacrest used his KIIS-FM radio show On Air with Ryan Seacrest to deliver teasers and tidbits about the trailer beginning at 6 a.m. He was also be talking up the trailer through his social media (Facebook and Twitter) and website (ryanseacrest.com). He did manage one tweet about it yesterday:
Also on Monday, Clear Channel‘s on-air personalities airing on approximately 400 stations in 150 markets began promoting the trailer. DJs (if we can still call them that) have been directing listeners to digital networks ranging from their individual station websites to iHeartRadio to Facebook pages to Twitter accounts for information about the trailers, and, almost coincidently the film. The trailer, not the film, will receive prominent placement within the dynamic lead on the stations’ homepages, Facebook pages and Twitter timelines.
Though #Immortals is not trending in the U.S. at the time of this writing, it is being tweeted about, and not just be radio personalities.
Makeup artist & hair stylist @Nichole_McRiley tweeted “the #Immortals graphics and mind-blowing”.
In fact, none of the tweets yet today have been from radio stations, indicating that either their efforts yesterday are working or that the radio types are not big tweeters. Not even the corporate @ClearChannel account has mentioned it. Then again, they haven’t tweeted since 15 June, either. Continue reading…
On Facebook, the Immortals page has more than 14,000 fans. Only 206 of them have “liked” the trailer in the last 16 hours. General sentiment appears positive, although a couple of people have noted that Universal Pictures and Relativity Media have done a much better job with this trailer than the last one.
This is an interesting mixed bag of results for the innovative concept of mixing movie trailer promotion, radio and social/digital media. Relativity Media, one of the production companies behind the Immortals, announced the promotion partnership with Clear Channel back in April 2011. The idea, or motivation, depending on your perspective, was to allow Relativity Media to cross-promote their films using Clear Channel’s multi-media assets which reaches 237 million listeners a month, 18 million social media followers and 30 million unique users through their digital footprints.
The digital integration and on-air chatter (their words, not ours) is intended to promote the launch of the trailer. Listeners also have a chance to win a trip for two to the Immortals World Premiere. In addition to noted hotties Superman (Henry Cavill) and Poseidon (Twilight’s Emmett Cullen, also know as Kellan Lutz), Immortals also stars Old Zeus (John Hurt), Athena (Isabel Lucas) and Hyperion (Mickey Rourke).