Reuters: “Batten down the hatches — the hipsters are coming”
Reuters has posted an article broadly about the indie movie industry including some of the marketing behind 500 Days of Summer.
“This movie [500 Days of Summer] is particularly challenging to put forward in a 30-second spot or even a two-minute trailer,” says Fox Searchlight president Nancy Utley.
The specialty division has thus staged a remarkably prolific screening campaign. Since its Sundance premiere, the movie has traveled to 28 festivals and played 215 word-of-mouth screenings. Searchlight also staged a six-city June 21 giveaway of food and other merchandise at retailers, watching as Twitter and Facebook fueled the events’ popularity.
Read the article, Hipster factor poses challenges for movie marketers, on Reuters.com.