Studio’s use of red-band trailer
BrandWeek (more news about them soon) has a story up about the use of red-band trailers and other online tactics currently being used by studios as part of their marketing campaigns.
As the story says the proliferation of online media is leading to some experimentation by studios in how they approach their marketing planning. Not only do things like video mash-ups, social networks and other tools provide innovative ways to engage the audience in the marketing campaign more deeply.
But these new outlets also come with their own sets of rules. The MPAA requires all advertising material to be approved by it but each outlet has its own standards. The good news is that studios seem to be finding the boundaries of each platform through experimentation. They need to tread carefully to avoid raising the ire of federal or private watchdog groups concerned - rightly - with protecting young kids from being exposed to inappropriate messages. As long as they stay on the right side of that they’re all good.
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