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With "Paranormal Activity" currently creating its own viral marketing sensation, we look at other contemporary films that, both successfully and unsuccessfully, explored new ways to sell themselves.
What would that have looked like?First I would have had to do several hundred pages of strategy documentation, including target audiences, marketing segments, competitive analysis—you name it. Turner Broadcasting, Cartoon Network's parent company, wound up paying the city of Boston $2 million in restitution.


Then I would put some concepts together and test them in focus groups to see if representatives in a lab like A, B, or C, better. Next, I would take that feedback, make a few adjustments and plan a multichannel campaign—launching the blog with all sorts of advertising pointing to it.
Jackson movie opened in August of 2006, it fizzled fast, earning just $34 million at the box office.


Other times, the direction of the initiative changes midway through in in unexpected ways that could not have been predicted.



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