The Paranormal Activity series has got to be my favorite franchise in the horror genre. The Blair Witch Project might have introduced me to found footage movies, but it's the hope that I can find one as good as Paranormal Activity that keeps me searching. The first film was made in 2007 and finally released in 2009 (thanks to the help of one Steven Spielberg), and on a budget of less than $15,000 went on to become the most successful film that year. It also did something that no other film could do: put a dent in the Saw franchise. By the time Paranormal Activity 2 hit the following year, Saw was an afterthought and officially died to make room for the new blood. For those not familiar with how these films are marketed, I wanted to write an article looking at the in-depth viral campaign that takes places late into the summer and continues all the way up to opening day.The first news of a third film came on July 21, 2011 at the San Diego Comic-Con. Patrons were given fliers for a video conversion service by the name of Darren's Timeless Memories. The flier that people were given is features below:
When you actually went to the website listed, you were given a commercial for the business, as well as Contact information and several video examples of the quality that Darren provides. When you poked around, you were taken to the official teaser for the film. You could have also contacted Darren himself (as I did), but all you got a was an email in return stating that eventually Darren will send you more examples of his work. Sadly, nothing ever came of this, which is a missed opportunity in my opinion. When PA2 was being marketed, a website received a copy of the police report stemming from the ending of the first film. If you read carefully, you were able to find a phone number for the home of the characters in the first film. I called and got a message machine for the characters. I left my contact info and waited patiently. After a few weeks, I got a call from one of the characters warning me that something was in the house, and that I should take the kids and get out. This is the kind of creativity that more movies should be employing.
Once the teaser hits, it can be awhile before the actual viral videos are released. So far to date, five viral videos have been released, in addition to the official trailer. What makes these viral videos so cool is that they've followed the same model as PA2. Essentially, you get about 10 seconds of a clip before static takes over and plays roughly 5 seconds of something weird. You'll get the idea when you watch some of the clips. Of course, another marketing aspect that I love is the audience reaction cam. I believe this takes place earlier this month at Fantastic Fest in Texas. This footage, as well as every viral video from the first film, second film, and now the current entry (including the Darren material), can be found here. A fan was kind enough to compile everything into one YouTube channel, so you won't have to dig around for all of the good stuff.
It takes a lot of balls to show a film three weeks early, but it seems to have paid off for the filmmakers. There are already more than a dozen reviews online for PA3, and they all seem to indicate that lightning can indeed strike three times:
Once the teaser hits, it can be awhile before the actual viral videos are released. So far to date, five viral videos have been released, in addition to the official trailer. What makes these viral videos so cool is that they've followed the same model as PA2. Essentially, you get about 10 seconds of a clip before static takes over and plays roughly 5 seconds of something weird. You'll get the idea when you watch some of the clips. Of course, another marketing aspect that I love is the audience reaction cam. I believe this takes place earlier this month at Fantastic Fest in Texas. This footage, as well as every viral video from the first film, second film, and now the current entry (including the Darren material), can be found here. A fan was kind enough to compile everything into one YouTube channel, so you won't have to dig around for all of the good stuff.
It takes a lot of balls to show a film three weeks early, but it seems to have paid off for the filmmakers. There are already more than a dozen reviews online for PA3, and they all seem to indicate that lightning can indeed strike three times:
- "But the most impressive aspect of PA3 is that it's basted in a series of memorable moments that rival that of any franchise. The audience will remember scenes from PA3 and be talking about it for years to come." (bloody disgusting)
- "Paranormal Activity 3 defies all odds and delivers yet another hellish reason to be afraid of the dark." (dread central)
- I like this series. I like the sort of horror it represents. I like the audiences it seems to attract, audiences that aren't typical horror audiences. I like that it killed the Saw franchise. Sorry, but I am. I like ghosts more than I like people torturing other people. I like being in a theater watching a haunted house movie that's working on audiences and I like hearing screams and seeing jumps and the nervous laughter after something works. I like that. That's one of the things that attracts me to horror." (hitfix)
- "The last fifteen minutes of Paranormal Activity 3 will fuck you up for life." (movie buzz)
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