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As with many horror franchises, the Halloween series has taken various forms since John Carpenter's original public in 1978 introduced Laurie Strode and Michael Myers to the public. Now, after seven sequels to this first film and a re-launch of Rob Zombie in 2007, director David Gordon Green and co-writer Danny McBride bring him back to the dynamic Laurie / Michael with the simply titled Halloween.
This new opus adopts a common approach over the last decade, ignoring not only the restart, but also all the aftermath of the first film. Forty years after the events of this film, Laurie (Jamie Lee Curtis) is preparing for the return of Myers. This day finally arrives when the killer escapes from prison and returns threatening Laurie and her family on Halloween night.
The new reboot is fueled by a marketing campaign that embraces the legacy of the title without falling too deeply into nostalgia.
The posters
We only see on the teaser poster, it's Myers mask. It is cracked and chipped and has clearly seen better days, a good way to recognize the passing of time.
Michael Myers dominates the camera on the first poster, a little promotional illustration published at San Diego Comic-Con. There is nothing else in there, just to let people know that the bad guy is back and he thinks it will be enough to excite the fans.
The theatrical movie uses the Myers mask again, but this time it's looming in the background as we see Laurie looking determined in the foreground.
In October, Comic-Con participants in New York were able to find another exclusive poster, designed by the famous cartoonist Todd McFarlane, who represented the masked face of Myers in his usual style of lines. thick.
The trailers
Someone reopen the story of what Michael did 40 years ago at the beginning of June's first trailer (21.8 million views on YouTube), including visiting him in jail and showing him the mask he wore during those crimes. It's quite frightening, but then the focus is on the family of Laurie Strode, who is still struggling with her paranoia about these events. She spent years getting ready in case he ever came back, as he does after the prison bus, he and other inmates had an accident. Of course, it happens on Halloween, that is, it's time for him to return to his deadly habits and Laurie to see if she can really protect her family.
The second trailer (7.2 million views on YouTube) last month begins with Myers and his Halloween party, quickly resuming its old habits. Laurie explains that she is preparing for this to happen since the first time. He will not go out without accumulating a number of deaths, however, as we see him wreaking havoc among those around him and helping him.
Advertising and Advertising
In April, Curtis appeared on the scene at the Universal CinemaCon presentation to talk about returning to the character after so many years and what the audience could expect. The film was also part of the latest presentation of CineEurope studio.
TV, online and social ads used a mix of short videos and key art elements to drive traffic to the movie's official website where people could buy tickets and find out more.
As mentioned, Blumhouse brought actors, team, images and promotional posters to Comic-Con in San Diego in July and Comic-Con in New York earlier this month.
It was announced in mid-August that the film would be featured at the Toronto Film Festival as a "Midnight Madness" selection and later, as one of those appearing at the Fantastic Fest. A projection beyond Fest has also been announced.
The promotions for the new movie were part of Bill Simmons' new podcast series that explored the making and story of the first Halloween.
The score of the film appeared quite often because Carpenter was involved in his composition. It was the subject of a featurette published by Universal in recent weeks before the release of the film.
The weekend leading up to the film 's release in cinemas, Pasadena, CA, hosted the Halloween 40' s fan convention. Although it 's not a problem. an official event of the studio, it was timely to mark not only the anniversary of the original film, but also to promote the new, with the cast and crew of the new film, as well as all those who were come before. for panels and book signings.
The National CineMedia National Film Channel has helped encourage attendance by making this film one of two films whose pre-show entertainment offering included the Noovie ARcade Halloween Experience, an experience of Augmented reality to which visitors could access using the Noovie Arcade AR app on their phone.
Global
It should be noted that, as important as Curtis was on the promotional circuit, it is not as important in the poster campaign. For this part of the marketing, it was obviously decided that the greatest public appeal was to use Michael Myers Sports' cracked and damaged mask to convey the brand's message.
Blumhouse has made a name within the horror fandom community in recent years. This is a big step forward for the production house. It's about restoring continuity to include only what fans are actually looking for, while they're looking to bring the show back to the basics. That's why we put Curtis in the foreground to explain how she – and the character she plays – has evolved and grown over the last forty years.
If he manages to attract these fans and attract a new generation that sees the studio as a source of quality terrors, he could perhaps breathe new life into a franchise with tremendous notoriety.
Chris Thilk is an independent writer with 15 years of experience in the social media and content marketing industry.
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