Viral marketing is hard (Or, I’m going to stomp my feet, pout and refuse to go on the Internet)

It took me a little while to figure out what the central point of this Hollywood Reporter article on the pervasiveness of “viral” marketing campaigns was and I think I finally hit on it:

It’s hard when I have to pay attention to things.

Yes, the writer seems to be frustrated that movie marketing campaigns can’t be simple and just show what’s important. All of this “playing games” nonsense is just to much and could I just see the trailer please?

Now I admit that there’s a time and place for a good truly viral campaign and that some movies just don’t need such tactics.

But I’m confused why the writer picks on The Dark Knight’s campaign so much. That’s completely contextual with the campaign, with the Joker being behind so much online mayhem before his big coming out in the movie. And the Dent stuff is meant as character shading before his eventual tragic end.

When it comes right down to it, “viral” campaigns should be undertaken only when it really adds to the audience’s appreciation of the movie, as is the case with The Dark Knight. Everything that’s happening there is the equivalent of a novel or comic that leads us in to the story of the movie. But it’s interactive, which is more likely to draw people in and get them excited – and subsequently talking – about the movie.

The other option is when the filmmakers feel like they just want to fuck around with the audience a little bit. I’m looking at you Mr. “Jamie wound up appearing for 30 seconds and was passed out on the couch” Abrams.

Relax. Yes, some are better than others. But there’s nothing wrong with a good viral campaign as long as it always respects the intelligence of the audience.