My chosen genre for my film trailer is horror, but more specifically the sub-genres of Zombie/Apocalypse type films. I intend to focus upon the survival aspect of these films, rather than the scare factor, although that will always be present. With many iconic 'zombie' films being quite aged, such as Dawn of the dead, 28 days/weeks later, even I am legend. It is due to this, a more contemporary example in the form of World War Z, released in June of 2013, starring Brad Pitt, would be more suitable for me to look at.
For World War Z's marketing campaign, as with many films, prominently consisted of trailers, of which were accompanied by posters, magazine covers, billboards etc. What is unique about this campaign in particular is their viral video titled 'Crisis Zero' that talked about a pandemic/crisis similar to that seen in the film, however put it a real-world context. This video is made in a mock-documentary style, that explains a global 'infection' that has ravished Indonesia. This is made to look like a current event that is occurring right now, and the viewer should be concerned. Such a technique creates worry, and prompts the video to go viral online. This video appeared online four weeks before the release of the film, to create interest and encourage people to discuss the film. This video created a very much real link to the audience, avoiding the term zombie, instead focusing on the idea that a 'viral infection' had caused the pandemic. Such a realistic video is something that is unique for a film's marketing campaign, which has made it stand out from those who stick to more conventional methods. What is special about this kind of method, is the appeal for it to be used to play tricks on people, this continues to spread the advertisement for the film.
The official trailer:
http://www.youtube.com/watch?v=Md6Dvxdr0AQ
The 'Crisis Zero' viral video:
http://www.youtube.com/watch?v=p7TUqP8J86o
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