In 2002, the movie "The Ring" became an eventual classic with horror buffs, and its success was due in part to word-of-mouth generated by people who had seen the movie in its first weeks. The film eventually went on to gross over $250 million worldwideand is one of the most successful horror films of all time. Now, Paramount Pictures has rebooted the franchise with the movie "Rings," which hits theaters in October.

Hitting target audiences

Many marketers in the current decade realize that traditional channels are no longer enough to reach all audiences.

With moviegoers forgoing cable television in favor of streaming services, and consuming media on phones, tablets, and other portable devices, it's crucial to find them where they are. The movie, "

The movie, "The Ring," based on a Japanese movie titled "Ringu," revolved around archaic technology, specifically a videotape that kills anyone who watches it in seven days. "Rings" takes the concept and updates it, with the story primarily revolving around the video; however, in this update, it is transmitted digitally via internet outlets like YouTube and other streaming media.

To capture this idea, the studio chose to target its audience through a viral campaign.


These days, movie studios have may options available to entice viewers into seats. Some of the more popular methods include launching extended trailers during popular television shows and marketing through pop-up ads on highly trafficked websites. However, Paramount chose to launch the wide release of the extended "

However, Paramount chose to launch the wide release of the extended "Rings" trailer via social media.

In late August, the studio released the trailer via promoted outreach on Twitter, Vine, and YouTube, among others. In order to view the trailer, fans had to retweet the promotional hashtag, and they were then redirected to the online trailer.

With people spending more time glued to their phones, this has become one of the best ways in which to reach potential customers. The entertainment industryhas been perfecting the art of using social media to reach its target market.

"Rings" opens in the U.S. on October 28th, so it remains to be seen whether or not the campaign has been successful.

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