Wednesday
19Nov2008
Viral Marketing for 'The International' Makes Me Ill
Wednesday, November 19, 2008 at 8:33AM
By now, we've all been exposed to viral marketing. But
there comes the point at which viral marketing ceases to be viral and is,
instead, simply marketing. And I think that point comes during corporate
brainstorming sessions when a guy in his mid-40s leans across the conference
table and says, "What happens if we take this puppy 'viral'," and uses the air
quotes.
Thanks to MovieWeb
The International will be in theaters February 13th.
I have a feeling that's what's happened with The International, a movie that isn't really designed for viral marketing, because its audience is slightly older than the social networking crowd, and there's nothing particularly compelling about its launch that will make people follow this little exercise for three more months, nor does it seem to be the sort of thing anyone will pass along to their friends in great numbers.
The movie itself looks pretty good, and frankly, I don't think it needs a gimmick like this. Clive Owen plays an Interpol agent trying to uncover a money laundering scheme that would make the Iran-Contra Affair blush. On his side is a Manhattan District Attorney (Naomi Watts). Throw that kind of intrigue and ready-made third act thrilla climax into the mix with Run Lola Run director Tom Tykwer on the hunt for a hit, and I'd say that thing's got my money.
So why do we need some viral doohickey for it?
Thanks to MovieWeb
Reader Comments (1)
Personally, I saw the viral marketing website before I knew it was a movie. In fact, if they hadn't had Clive Owens' face plastered on the beginning of the flash, I wouldn't have suspected that the viral marketing gimmick was for a movie.
However, as a viral marketing campaign, it looks like fun and seems perfectly harmless. Especially since I had to dig to find it in the first place.
So relax. If you don't like viral marketing, it's usually very easy to 'opt out.'