"Earlier this year, Twitter was accused of killing Sascha Baron Cohen’s latest movie “Bruno”, “Land of the Lost” and “Year One”, as rapid fire, negative tweets doomed Saturday and Sunday attendance.
But it’s not all bad news. Social media marketing was behind the biggest movie you’ve never heard of, the amazing Paranormal Activity, which took in $22 million last weekend, making it the highest grossing flick of the week, nearly double its closest competitor. Oh, and all that despite being in about 35% less theaters than its competition.
How did it do so well? We had a front row seat here at Revision3, as we helped the company leverage the power of social media to drive demand around the country – at a tiny fraction of a traditional movie campaign.
The low budget Paranormal Activity, which was made for less than $15,000, was discovered by Steven Speilberg, who originally wanted to remake it. But then he decided, along with Paramount, to try releasing it through non-traditional means, which these days essentially involves Twitter, Facebook and online video."
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