The English actor Henry Cavill, best known for playing Superman, toured the populated area of Times Square in New York with the superhero logo print on his shirt. Cavill as stated in the text that accompanied the moment captured in a video for the social network Instagram, almost no one paid attention.
The peculiar scene, which now exceeds 145,000 likes and 12,200 comments in the profile Cavill on that network is one of many untraditional he shares and co-star Ben Affleck made to promote the film Batman v. Superman (2016) prior to its release in late March.
For now, besides having to travel the world and provide hundreds of interviews, both movie stars as television- should undertake studies generate some channels desperately need more and more: the constant enthusiasm of the public.
Although the expectation campaigns have been an integral part of the publicity surrounding the entertainment industry, the current situation of cultural consumption -in which social networks and platforms streaming are considered elements key-has led to two new crucial strategies within the business.
on the one hand, keep the online conversation about the product as much time as possible after its premiere, either positively or negatively, it is a priority. The popular program The Walking Dead has managed to perfect this dynamic thanks to their end of chapters and seasons that leave the plot in open end, as well as creating a show dedicated exclusively to talk about the series after issue, focusing on interaction in social network users fans of the series
on the other hand, the major Hollywood studios have tuned generating expectations with two major tools. colossal conventions for which keep your best ads and greater prominence to trailers creating a ubiquitous tool if you want to win some viral on the internet. For example, the advance of Star Wars: The Awakening Force (2015) -of Disney- studies in 2015 surpassed 70 million views, making it the most watched progress of the site’s history and a piece that made the film reached the No. 3 spot as the most popular film in recent film history.
Some of these roads have laid the foundation of the so-called culture of hype (see below), a term that English speakers means used to describe the current relationship between the show and consumers.
And while the intentions of audiovisual production in Uruguay are far from wanting to generate so much noise when promoting a work, films such as the incipient Clever -the first fiction made Uruguay to premiere in 2016 have shown a greater interest when generating the public a crucial success for the modern sense: the anxiety of being in the cultural phenomenon of the moment.
The film stays in the conventions
One of events whose entry is considered the most difficult to achieve in the United States is not that of a Prince concert ticket or for an important football game. Comic-Con International comic book convention held every year in San Diego (California), it is one of the most important events in the cultural industry with the participation of movie studios and television, who keep their older ads for the conference which brings together about 160 thousand people in a weekend.
In the same way, equally popular conventions in New York and San Francisco are forced quotes fans for a simple reason: the progress. With the promise of exclusive peeks at future films that will not be deployed for online to hasten months, Comic-Con is a must for fans of superhero films, currently the most profitable film genre. However, studies such as Disney have now decided to skip these events and create their own convention, D23. Created in 2009, it is the largest conference of the conglomerate and the place where they show their first weapons to dominate the box office over the next few years.
Both Disney and competitors like Warner have used these instances to show their plans and premieres planned until 2020 or even later. Although nothing shown in their presentations ensure that your grid change from one day to another, ensure that viewers put their attention on a calendar five or more years in the future. The key is to talk about them before anything else.
The TV speaks of tele
a few weeks before the premiere of the sixth season of Game of Thrones , the HBO signal announced it will issue After the Thrones , a new program linked to its star production, which is a spinoff of its history. It is a talk and discussion to be broadcast in the US after each new episode based on the book series by George R.R. series Martin.
Created by journalist Bill Simmons ESPN and former editor -excolaborador site sports and popular culture Grantland-, After the Thrones adds to an increasingly common trend within American television: programs dedicated to talk about television series.
With an immediate review of the episodes aired, glimpses behind the scenes and interviews and discussions with the cast and creative team of each series, the new subgenre emerged thanks to the popularity of The Walking Dead , issued at the AMC signal.
In 2011, AMC put in the air Talking Dead a live talk show devoted entirely to the series of zombies. Feeding the generous rating of fiction and proposals focused on the interaction with the audience as calls to air and surveys on social networks, Talking Dead an unexpected phenomenon coined the term became aftershow (later show).
He was nominated for an Emmy for best interactive program and inspired the emergence of other similar programs like Talking Bad , Talking Saul , Anarchy afterword , 2nd Watch , dedicated to the series Breaking Bad , Better Call Saul , Sons of Anarchy and Falling Skies , respectively.
Definition: what is the hype
The term English hype , which has no literal translation into Spanish, significantly increased its popularity and use within the media and English-speaking people in the past three decades. Originally refers to a narcotics addict, as explained in the online edition of the Merriam-Webster dictionary, which indicates that the word dates from 1924 and was formed due to the shortening and alteration of hypodermic (hypodermic adjective used to describe something which is or is placed under the skin).
Within the communications industry, however, today the hype has another definition. Merriam-Webester for the dictionary, the word refers to “an extravagant advertising promotion or artificial type”. Or as explained in its edition in Spanish: “hype”. In a similar vein, the digital edition of the dictionary of the University of Cambridge also explains that it is “a situation in which something is publicized or discussed in newspapers, television and etc, in order to attract the interest of all.”
But a more detailed explanation of the term is now popular among English speakers, and that can be heard even in Spanish-speaking countries as Uruguay, can be found at Urban Dictionary, a collaborative site where users you can define words and expressions. According to two definitions of hype published in 2003 and 2004 respectively, the most popular explanations of the word can be used to indicate “when someone is excited about something” or “a fad, a marketing strategy smart in which a product is advertised as the object that everyone should have, to the point where people feel the need to consume “.
in Uruguay: Clever and frozen grape
the debut film of Uruguayan director Federico Borgia and Guillermo Madeiro, Clever , had his first exhibition in late February at the International Film Festival of Punta del Este. But the film starring Hugo Piccinini and Antonio Osta not have its national premiere until next April 28. Meanwhile, in the streets of Montevideo and on social networks like Facebook and Twitter part of first-time film directors was present through a particular element of the story: an ice wine.
As a folkloric element of a people’s character Piccini looking within the film, colorful ice cream were the excuse to launch the campaign of expectation about the film created by the communication studio Rodriguez. For two weeks, the handled by Federico Guerrero and Matias agency Anastasiadis simulated the actual launch of Clever Ice Cream and the results were unexpected. She told Anastasiadis to The Observer , in addition to users who took the product as truthful, creative were consulted by companies to export the product to the outside and news portals who wanted to investigate the fictitious brand .
“We had enough time to make some noise before communicating about the film time,” said the designer. “We had fun and we involved a challenge.” Before starting a “more traditional” media campaign as radio and television to present the film, the idea of Clever Ice networks had a range of 500 thousand people and an interaction that surprised the advertising. They also held shares in events auto tuning and fitness centers, two locations linked to the main characters of Clever .
We asked
the Observer consulted four responsible local companies in distribution of films the big studios of Hollywood on advocacy within Uruguay
Josefina Rachetti – marketing manager RBS (Walt Disney Pictures, Paramount Pictures and Universal Pictures)
“Every movie is different and has its strategy. Yes, I must stress that our investment in online platform has risen sharply in recent times and even longer when planning a movie we think of the offline strategy and online. the online platforms allow us to extend the campaigns and make them longer “<7"
Florence Pan
div readability =>. “- marketing manager of Life Films (Twentieth Century Fox)
“Before the premiere of a title, marketing activities are a fundamental tool for correct positioning of the film and presenting it on the market. An advertising campaign strategically planned should collaborate on the results of opening of the film (sales in the first weekend), as well as the performance of the final figures. “
Luis Ara – Director of Dispel (Warner Bros. Pictures)
“film is a business based on history. All variables (release date, genre and target audience) get into the projection results. There are films in which you make a great campaign with very strong investment and fails. In other small investment given that the ‘word of mouth’ ends up being the biggest promotional event. It is not luck, but there are surprises “
Alvaro Marchand – Manager Distribution Movie (Sony Pictures)
“Today we are paying close attention to communication in social networks, especially twitter, because it gives us an idea almost in real time the interest being generated in the audience the film as it develops Bell. We also monitor traffic on our pages and the views of our trailers on digital platforms “
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