Nacho Libre is a new film by Jack Black, coming to theatres June – but you can watch his video confessionals via his video podcast (requires iTunes) or an Internet exclusive trailer now. You can also add a clip of that to your MySpace page from the code they provide.
Technology can be used to reach people in a more profound way. Instead of spending absurd amounts of advertising dollars trying to persuade folks to see a movie, get those interested in the film to convince others for you.
All you need to do is empower them. Give them some free behind the scenes footage with Jack Black (who by the way probably had a ball shooting these) that they can can consume and reuse the way they want. I can guarantee you not only will they see the movie, they will be bringing some friends too.
The Cluetrain guys believe the community of discourse is the market. Paramount Pictures is allowing an organic creation of the audience for this movie. That’s not to say they won’t proceed with traditional means too. Instead, they can allocate resources appropriately, knowing what styles of marketing (or unmarketing?) work for different demographics.
Very innovative. Now, if they could just get the Release Date straight.
This entry is part of my week long series attempting to empower and educate people about Web 2.0 and its uses outside tech circles.