Festival del Vino del Somontano
Anything goes when it comes to promoting a product. The key is to ensure that the chosen action is the right one and targets your product's target audience. In this case, the Regulatory Council of the Somontano Designation of Origin is once again organizing the Somontano Wine Festival, offering the opportunity to enjoy performances buy sales lead by artists and the cuisine of Alto Aragón accompanied by Somontano wines. This philosophy of the Festival (which begins tomorrow, August 2nd, and runs through August 5th) offers four first-class musical performances and a gastronomic showcase where you can taste more than 100 tapas made with local products and an extensive Somontano wine list—along with activities such as tasting courses and winery visits—the vital pillars of the program.
The campaign to publicize this action was developed by Grey, who created a unique video that commemorates the Beatles crossing the Abbey Road zebra crossing.
The first was the pioneer in using a trick later taken up by The Blair Witch Project ,
that of found footage: A group of young people disappear (this time in the Amazon rainforest), where they had gone to film a documentary. The film continues with an anthropologist sent to search for them, who discovers they have been murdered by the Yanomami tribe. They still have the videotapes, so the anthropologist takes them; when he views their contents, he discovers what the film crew's last few wild days have been like.
Cannibal Holocaust was a highly controversial
Film due to its explicit and realistic images of violence, including murder, animal dismemberment, decapitation, dismemberment, and rape, and was banned for this reason in numerous countries. More recently, we've seen Saw VI canceled in commercial theaters for the same reasons, relegated to adult theaters; this news was picked up by the media, giving publicity and publicity to the upcoming film.
The director and producers, aware of the uproar the images would cause at the premiere, had the actors sign a document prohibiting them from appearing in any media for a year after the film's release, and of course, they couldn't even appear at the premiere. Little by little, rumors spread that the actors had actually been murdered during filming.
The result was that the film was confiscated in Italy ten days after its first screening,
Its director was arrested. To defend himself against the murder charge, he had to gather the four main actors together to provide "proof of being alive." The director skillfully took advantage of this situation to go with them on a television program to tell the incredible story and, in the process, explain some of the tricks used to achieve such realistic and bloody images. The film ended up being a box office success despite being banned in some countries, and today it is a cult title for horror fans.
In 1999, The Blair Witch Project followed a similar strategy, using the common element of found footage and presenting the film as a documentary, managing to generate a great deal of hype around.
The film due to the widespread rumor that the tapes were real.
Now we're moving on to a very different strategy. Rosemary's Baby was directed by Roman Polanski and starred Mia Farrow, a moderately well-known actress at the time, not so much for her film and TV roles as for her recent marriage to Frank Sinatra. This fact ended up being the focus of one of the film's marketing strategies.
Mia's acceptance of the role cost him his marriage, as Sinatra filed for divorce halfway through filming (and this, of course, was conveniently leaked to the press). The couple's disagreements during filming were well-reported in the celebrity magazines and tabloid press of the time (reminiscent of the film Tengo Ganas de Ti, the highest-grossing Spanish film release of the year so far. During filming, some celebrity magazines were fueling rumors about possible tensions between the lead actor's current partner, Mario Casas, and his ex, both of whom had a role in the film. This generated additional publicity for the film, as photos and news stories of the three actors on set were published during the months it lasted, keeping potential viewers well aware of the release date); The side effect is that all those readers already knew that this film was being shot, and when it was released it was already one of the most anticipated productions, even by sectors of the population that had never gone to see a film of that type.
Another focal point of the promotion surrounding Mia Farrow's character
The famous haircut Vidal Sassoon gave her to play Rosemary in the film. The press received an invitation to attend the Paramount studios for what was supposed to be a press conference for the film. Upon arrival, they found themselves in a huge room with a boxing ring as a stage, and above it, the world's most famous hairstylist giving Mia a radical haircut that—according to reports—cost $5,000, a huge sum for the time. Although it may seem like a look that wasn't out of the ordinary now, that haircut was highly transgressive considering that at the time, women's hair was still worn well backcombed and hairsprayed, and of course, long. This was the look Polansky had decided on for the protagonist, and it was skillfully transformed into another element of communication. Also, once again, there was a rumor that Sinatra was furious when he saw his wife with that liberated, modern haircut. True or not, the only thing that's certain is that this brought more publicity to the film.
As we can see, in cinema, as in any other field where PR is used, few actions are truly innovative; almost all have a precedent that is already considered a pioneer in communication.
The campaign to publicize this action was developed by Grey, who created a unique video that commemorates the Beatles crossing the Abbey Road zebra crossing.
The first was the pioneer in using a trick later taken up by The Blair Witch Project , that of found footage: A group of young people disappear (this time in the Amazon rainforest), where they had gone to film a documentary. The film continues with an anthropologist sent to search for them, who discovers they have been murdered by the Yanomami tribe. They still have the videotapes, so the anthropologist takes them; when he views their contents, he discovers what the film crew's last few wild days have been like.
Cannibal Holocaust was a highly controversial
Film due to its explicit and realistic images of violence, including murder, animal dismemberment, decapitation, dismemberment, and rape, and was banned for this reason in numerous countries. More recently, we've seen Saw VI canceled in commercial theaters for the same reasons, relegated to adult theaters; this news was picked up by the media, giving publicity and publicity to the upcoming film.
The director and producers, aware of the uproar the images would cause at the premiere, had the actors sign a document prohibiting them from appearing in any media for a year after the film's release, and of course, they couldn't even appear at the premiere. Little by little, rumors spread that the actors had actually been murdered during filming.
The result was that the film was confiscated in Italy ten days after its first screening,
Its director was arrested. To defend himself against the murder charge, he had to gather the four main actors together to provide "proof of being alive." The director skillfully took advantage of this situation to go with them on a television program to tell the incredible story and, in the process, explain some of the tricks used to achieve such realistic and bloody images. The film ended up being a box office success despite being banned in some countries, and today it is a cult title for horror fans.
In 1999, The Blair Witch Project followed a similar strategy, using the common element of found footage and presenting the film as a documentary, managing to generate a great deal of hype around.
The film due to the widespread rumor that the tapes were real.
Now we're moving on to a very different strategy. Rosemary's Baby was directed by Roman Polanski and starred Mia Farrow, a moderately well-known actress at the time, not so much for her film and TV roles as for her recent marriage to Frank Sinatra. This fact ended up being the focus of one of the film's marketing strategies.
Mia's acceptance of the role cost him his marriage, as Sinatra filed for divorce halfway through filming (and this, of course, was conveniently leaked to the press). The couple's disagreements during filming were well-reported in the celebrity magazines and tabloid press of the time (reminiscent of the film Tengo Ganas de Ti, the highest-grossing Spanish film release of the year so far. During filming, some celebrity magazines were fueling rumors about possible tensions between the lead actor's current partner, Mario Casas, and his ex, both of whom had a role in the film. This generated additional publicity for the film, as photos and news stories of the three actors on set were published during the months it lasted, keeping potential viewers well aware of the release date); The side effect is that all those readers already knew that this film was being shot, and when it was released it was already one of the most anticipated productions, even by sectors of the population that had never gone to see a film of that type.
Another focal point of the promotion surrounding Mia Farrow's character
The famous haircut Vidal Sassoon gave her to play Rosemary in the film. The press received an invitation to attend the Paramount studios for what was supposed to be a press conference for the film. Upon arrival, they found themselves in a huge room with a boxing ring as a stage, and above it, the world's most famous hairstylist giving Mia a radical haircut that—according to reports—cost $5,000, a huge sum for the time. Although it may seem like a look that wasn't out of the ordinary now, that haircut was highly transgressive considering that at the time, women's hair was still worn well backcombed and hairsprayed, and of course, long. This was the look Polansky had decided on for the protagonist, and it was skillfully transformed into another element of communication. Also, once again, there was a rumor that Sinatra was furious when he saw his wife with that liberated, modern haircut. True or not, the only thing that's certain is that this brought more publicity to the film.
As we can see, in cinema, as in any other field where PR is used, few actions are truly innovative; almost all have a precedent that is already considered a pioneer in communication.
