There’s been a lot of talk about 300, which is now, financially at least, the first big blockbuster of 2007. Leaving aside Iran’s outrage at the film’s depiction of their history, one of the most interesting elements of the film was the clever and canny marketing strategies which found success in online arenas where many others have tried, but failed. Deborah Netburn’s article in the LA Times points out that 300 succeeded where others (most notably Snakes on a Plane) only appeared to work until the people voted with their feet at the box office:
Fanboy buzz is not enough to sell a film — “Snakes on a Plane,” anyone? — but Garabedian points out that while the online community was obsessively talking about “Snakes” they were ultimately making fun of it. The people who were driving the chatter around “300” were genuinely excited about the film, especially the way it looked. And after Comic-Con, Warner Bros. marketing department made sure that the fanboys got the usual dribs and drabs of movie art and trailers just to keep their excitement up.
The marketing folks also took full advantage of MySpace. There was of course the requisite MySpace page for the film (now standard for all movies) — featuring a ferocious looking muscle man in a metal helmet plus tons of video clips, wallpapers and links to the film’s official website. But the stroke of genius came when the studio sponsored a feature upgrade to the site that told users they could store 300 photos on their profile thanks to the movie “300.” (Previously the limit had been 12). That started Jan. 2 and was incredibly popular with teens. The result was billions of ad impressions and 8 million viewings of the trailer. Is it any wonder that the 52% of the people who saw “300” were under 25?
There are also mundane reasons “300” might have done well. A generally warm weekend across the country encouraged people to get out of the house and brave long lines, and no other major film was released against “300,” so it didn’t have much competition. And while the critics have been lukewarm on the film — faulting it for poor dialogue and a thin story — nobody has said anything negative about the visuals. And to a generation of kids who have grown up with the lush worlds of video games, “300” was a familiar visual masterpiece.
The ‘300 images’ idea is definitely a clever one, and shows that marketing online really has to think outside the box of traditional hype-building.
On a differrent note, 300 is also interesting in that it was entirely edited on Apple Macs. For the tech details, visit the Raw Feed.
