We’re always on the lookout for a good do-it-yourself marketing tale originating from unlikely sources. So when we discovered the unconventional marketing of Creature, an independently-produced horror film, we just had to share it with our lovely readers.
Creature is one of those standard low-budget horror films that studios churn out so they make easy money off of horror-hungry teen audiences… Except Creature doesn’t have a big studio behind it. Produced by the former president of MCA Sidney J. Sheinberg, Creature is relying on marketing techniques and tricks that many small businesses outside of Hollywood use. Sheinberg has shunned the traditional route of big print campaigns or television ads in favor of a digital campaign. According to Sheinberg, who spoke to The New York Times’ Media Decoder blog last week, he chose social media and other digital marketing platforms after he was turned down for distribution by a major studio. His son, Jon Sheinberg, who has and success marketing other horror films to Fandango.com and other websites, believes Creature can sell tickets without relying on print ads and television commercials.
Sheinberg and his team have cut out studio distribution, too. The filmmakers are working directly with theater chains and negotiating to get the film on at least 2,000 screens by September. Will Creature walk away with Academy Awards next spring? No, but that isn’t the film’s goal. Creature is a small movie that can use the powers of social media, blog marketing and digital branding to become successful in the horror circle. The film will likely find its desired audience — even if that audience isn’t gigantic.
And really when it comes to independent ventures, creative or otherwise, that’s all any DIY entrepreneur can ask for.