the (red) set*

………………………………………………………………………………………………

Print magazines are driven by it, newspapers and TV shows ‘report’ it and salespeople push it – the stuff of media releases; the next big thing.

As an extension of the now tried and true business of creating ‘news’ – buzz and word of mouth have bubbled up in recent years to become genuine strategies used by marketers to cut through in a marketplace that is fragmented and busy.

The film industry particularly the Hollywood variety (with an army of dedicated marketeers and strategists in tow) has been tapping into the power of buzz for a while now, embracing strategies that are all about building momentum and anticipation for their products such as:

+ Using the Internet as a key tool – Fans are allies and key influencers
+ Timing of the release dates
+ Peaking the interest of the press and mainstream media so reporting and news stories start early
+ Building anticipation early through teasers released little by little that slowly start to ramp up with the marketing efforts – to build maximum anticipation.

Baz Luhrmann’s Australia, set for release in November, has been delivering tasty little morsels since October 2006 beginning with radio interviews, followed by TV interviews revealing locations, to subplot reveals on ABC national radio, to mega stars Hugh and Nicole appearing on ABC Queensland North radio (while on location in Bowen), to photos from the set in the SMH being ‘released’ through to interviews with uber photographer Annie Lebovitz talking about the Australia photo shoot, ‘unofficial’ trailers on you tube to Apple pod casts on the making of the film and now the latest offering the ‘official’ trailer ( released on Oct 3 above ) – as the pace begins to ramp up ( the big pond tie in ads began tonight on free to air TV) and November approaches.

Word is from those who have seen glimpses of the film – in the last throes of post production – that it is stunning. Whether you are a fan or not of the Luhrmann aesthetic, it is undeniable Australia is a grand film; in terms of scale, subject and ambition.

Let’s see how big the buzz bubble will be for this epic……

Related post: Mandy Walker – breaking through Hollywood’s celluloid ceiling? (September 4)
You might also like: Does the Australian Film Industry need a brand makeover? (September 21)

Post Script Oct 10: The debate continues over at Last night with Riviera and at Eyes Wired Open