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Happy Monday!
Posted by jimmy11lentz
These nice guys just may finish first.
The forthcoming buddy comedy event of the year, The Nice Guys, starring Russell Crowe and Ryan Gosling, hits theaters on May 20th. This movie’s marketing strategy was the focus of a blog last week, Hey Girl, Here’s the Story. Virtually every big movie the past few years have included an initial teaser trailer and then two to three more trailers after that before the movie even comes out.
What’s distinguishing The Nice Guys is that while there are multiple trailers for the movie, they are simultaneously producing and releasing clever behind-the-scenes videos that creatively builds hype. The sense is that the actors genuinely had a great experience making the film and that they can laugh at themselves and have a great time along with everybody else.
This advertising/marketing campaign is pure fun, just like the movie that takes us back to 1977 Los Angeles.
And in this trailer, that’s literally the case.
That ’70s movie looks tight.
Have a Nice Week!
Hey Girl, Here’s the Story
Posted by jimmy11lentz
Marketing, at its core, is storytelling.
A wide-variety of industries have increasingly become less static regarding its interaction with consumers and have evolved towards establishing a relationship with desired demographics. The 20th century model of films, for example, included a trailer (maybe two) and then the release of the movie shortly thereafter. This simplicity worked beautifully. A great product will always sell. Back in 1993, Jurassic Park earned a staggering box office total of more than $1 billion.
So, why the recent change?
Millennials and 21st century social media.
This paradigm shift in viral entertainment marketing has been detailed and explored many times on this blog. This ever-changing dynamic is fascinating. Studios and actors are seizing on opportunities to make their product (a song, album or movie) a continuous, personable experience as opposed to a singular event one evening or afternoon. By connecting in unique ways and through clever mediums, fans are rewarded with special features, bonus clips and share-worthy content.
Brands are showing they care as much as the fans.
Enter Russell Crowe and Ryan Gosling who recorded a funny behind-the-scenes “therapy session” about their real lives/”real lives” outside their upcoming film.
A heads up: The “Hey girl” meme has been a pop-culture phenomenon among young women for years. If you’re on Facebook, Twitter or Instagram, odds are very high you’ve seen one of these fan-made tributes.
As it turns out, Mr. Crowe and Mr. Gosling have a great sense of humor about their public perceptions.
On a slightly related note, The Nice Guys arrives in theaters on May 20th.
And yes, there are more of these videos in this clever non-promotion (but actually a promotion) for The Nice Guys.
Plus, Ryan Gosling’s voice wasn’t the only thing to experience a major change in that scene. Did you recognize the surprisingly not high-pitched therapist?
Jimmy's Daily Planet 