Cannes: Park Chan Wook’s ‘Sympathy For Mr. …
Stanley Weiser To Script ‘Three Graves Full’
Yahoo CEO Foresees Big Opportunities To Sell Ads On Tumblr
Cannes: Keanu Reeves Presents Directorial Debut & …
Disney, Lucasfilm Animation Prep ‘Star Wars …
Cannes: Deadline Crashes Palais Forum With Costa Gavras, …
Yahoo Announces $1.1B Tumblr Deal With Vow “Not To …
Hammond On Cannes: Sun Comes Out As Parties, Deals And …
Kelly Rowland, Paulina Rubio In Talks To Join ‘X …
Cannes: Latest Theft Affects China Film Group VP
UPDATE: Yahoo Board OKs $1.1B Deal To Acquire Tumblr …
‘Epic’ Toon Begins $14.5M Overseas Rollout
Cannes: Sony Classics Wins Stateside Rights To Asghar …
‘Fast & Furious 6′ Breaks Records In …
Specialty Box Office: ‘Frances Ha’ Triumphs As …
‘Saturday Night Live’ Season Finale Posts …
‘Star Trek Into Darkness’ $164.5M Global: Lower …
Cannes: Backup Media, Memento Bring Heat To Fest Helmer Jim …
Cannes: Sundance Selects Acquires Dardenne Brothers’ …
Cannes: Wrekin Hill Acquires U.S. On Gabriele …
Bill Hader’s ‘SNL’ Stefon Farewell: Video
This is a perplexing bit of promotion from Sony Pictures for The Girl With The Dragon Tattoo. Plus, given the studio’s past media fakery, I don’t think this is the smartest scramble in the movie marketing playbook. Besides, who even remembers Hard Copy? The video features an elaborate re-creation from that 1990s syndicated tabloid show with a 9+-minute segment. They couldn’t get Barry Nolan or Terry Murphy to narrate?
Editor-in-Chief Nikki Finke - tip her here.
Loading ... Loading ...
Well……At least chalk up a point for creativity.
As someone in his 20s, this is an awesome supplement to the film. I find the unimaginative barrage of marketing for today’s blockbusters to be irritating and even a deterrent to seeing them. Overhyped and overexposed leaves me waiting for Netflix. Luckily, Dragon Tattoo is the total opposite. The Hard Copy spot is appealing to the core audience for this and exploits the Nineties nostalgia going around in a way that’s actually amusing. A lot of people wont get it but this movie oozes attitude not ham-and-egger dumbing down for people with four sniffling kids at home. Best marketing of the year for people jaded about marketing. Maybe complain about all the blue and orange posters studios release, or “hip” ads that show Tom Cruise climbing a shiny building that aren’t for laughs.
Hear, hear, Copy Hard.
You could not sound more like a corporate schill. No ordinary person not invloved with the marketing of the movie would right something like this.
Well said Copy Hard. This is a departure from marketing that I embrace with open arms.
Exactly. This marketing campaign is driving people wild, specifically on Twitter/Tumblr with the #mouthtapedshut contest/promotion. Props to Sony for actually caring about fan interaction and making marketing fun again.
This is fucking awesome. Bravo to whoever is pushing this kind of marketing. Bravo!
it is cool
Verisimilitude
It’s obviously working since it makes you write about the film. This is just pure fun (be sure not to miss the surprise at 9.00)
I remember Hard Copy. I also remember Married With Children, blow-dried mullets, and saying “It’s Hammertime” to my friends as we piled into my ’87 Mustang GT.
what everybody else said. This is next tier marketing, like the Dark Knight stuff. The Tom Cruise phony extravaganza stuff is transparently artificial, overcoordinated, stiff. This stuff gets your imagination going and pulls you into what’s important – the STORY!
Not original at all, WB did this for the Dark Knight a few years back on Comcast when they did Gotham City Tonight!
Great idea, but i think its a bit too long. they should have trimmed it down to half.
The video is only the end result of 42E’s fun scavenger hunt. Considering the clues that led to the discovery of the VHS tape – it’s a great bit of immersive marketing tied to the film.
I would much rather check in and see what’s happening, then watch a shitty trailer for :30s because i’m too lazy to skip on the DVR.
Plus, this is a huge in-joke for the fans of Fincher & Reznor:
Are you INSANE? This is genius.
I love it. It looked like half of my VHS collection, before they became landfill.
Peter, what surprise are you talking about? I didn’t notice anything at 9:00.
Also I just watched the first couple minutes and thought it was a great idea. I forgot about Hard Copy until now, but everyone loves cheesy-looking technology of the ’80s.
Love the throwback and definitely conveys a sense of eeriness with the dated format.
GREAT idea. TERRIBLE execution.
Seriously, at no point did someone suggest they cut it down from NINE MINUTES AND 7 SECONDS?!
1.5 MINUTES, TOPS, and I would have sat through it and shared it on Facebook, no question. But at this length, and with it not feeling at all like a Hard Copy story, no way.
Also Pixar/Disney did this first (and better) for Toy Story 3 with their fake retro ad for Lots-o-Huggin Bear
Some of you call this brilliant or creative? Really? Is this why so many of you can’t get work in Hollywood – because you don’t know what creativity is all about?
Explain to me how this will get people into the theater? Explain to me how this makes anybody want to see the film? Explain to me why people will want to see this film opening weekend instead of Tintin.
I think many of you so-called creatives forget the purpose of film marketing: It’s about getting people’s asses into the movie theater.
People are cattle too! That’s right, the only thing that matters is you’re overly-processed force-fed recycled animal carcasses marketing BS. Anything artistically crafted is BS!
Come on, it’s more like fashion than math. It’s emotional and if this has a strong emotional impact upon the viewer then it’s memorable and, in this case, positive.
That might get the ‘asses in the seats,’ Mr Creative Joe.