Movie Marketing Watch: Obsessed
Movie Tagline
The movie’s tag line All’s Fair When Love is War effectively plays on the oft-quoted Shakespearan maxim for the purpose of the movie, which is a thriller about a deranged woman obsessed with a married lawyer at a firm starring singer Beyoncé, Ali Larter, and Idris Elba.
Movie’s Web Marketing
Wanting to capitalize on the fact that many of Beyonce’s fans are twenty-somethings and teens, Sony set up a MySpace page for the movie that features a forum where movie fans can start discussion threads about the movie, Beyonce herself.
MySpace Features
There’s also a standard MySpace comments section. The forum doesn’t have too much activity, and most of the posts were actually initiated by Sony International not fans (oh, the trouble with forums). Days before the movie’s release, the page had already garnered 3736 friends.
The Facebook page, where presumably, there’s less phantom identities, the friend count was a little higher with 4,326 fans. The movie’s Facebook wall is put to good use, with periodic annnouncements placed, beginning in late March about the movie, and about the pop star’s musical activities.
Marketing Partnerships
Sony Pictures, the studio behind the movie, chose to team up with Yahoo’s OMG, and create a Celebrity Obsession page, linked in from the Obsessed movie Facebook page, featuring a slideshow of celebrities and their obsessions.
Glam.com, one of the most highly women-perused web portals on the Internet, also has a banner on the Facebook page, which leads to a 15-question quiz for a fan to determine whether she (or he) is obsessed with Beyoncé.
Viral Video
Another site set up by Sony called Get Obsessed with Ali (http://www.getobsessedwithali.com/) gives fans the chance to become the subject of Lisa Sheridan’s (her character in the movie) displaced affections. From there movie fans can send their own viral Ali Larter video to a friend.
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