Marketing advice from ‘Scream’ | Ad Age

Despite growing concerns about the impact of the Omicron variant on movie releases, the fifth installment of the “Scream” horror franchise, titled “Scream,” premiered in cinemas earlier this month and was a huge box office success.

“Scream” can attribute some of its box office success to a widespread marketing campaign that engaged the franchise’s fan base on the range of platforms they spend their time on, rather than doing a massive all-purpose push for ticket sales.

It grossed a staggering $38 million in its first week at the US box office and dethroned mega-hit “Spider-Man: No Way Home” as the first American film since the Marvel premiere in December. Paramount Pictures/Spyglass Media Group’s first week numbers surpassed the domestic ticket sales of its predecessor, 2011 “Scream 4,” and according to The Numbers, the latest “Scream” movie has grossed more than $69 million to date — nearly three times its production budget. .

The film follows the series’ format of a masked killer who hunts and kills a group of cinema nerds in a mixture of mystery and brutal horror. The first installment since the death of “Scream” creator Wes Craven in 2015 features the return of franchise stars Neve Campbell, Courteney Cox and David Arquette, while also introducing a new cast of deaths-waiting, led by rising talents Melissa Barrera and Gina Ortega.

Even before “Scream”‘s January 14 premiere, the marketing campaign immersed fans in the movie’s world – bringing them head-to-head with its notorious killer Ghostface – with market premieres on TikTok, Reddit, Spotify and Twitter – and even gameplay within “Call of Duty” by Activision.

Michelle Hagen, Executive Vice President of Worldwide Promotions at Paramount Pictures, told Ad Age that the film’s many first marketing shows “are great examples of how these platforms combined with a movie like ‘Scream’ can create pop culture moments.” Those where fans can share and feel they have an extension of the movie that they can customize and make and use their voice to help share some of that content.”

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The Streamed to Death partnership between Scream and Spotify, for example, included a branded visual experience, similar to the annual music streaming event Wrapped, featuring a Ghostface killer revealing the top played scenes songs and a custom playlist. .

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