The 'J’Espère Que Tu Vas' poster campaign was initiated by director David La Haye who collaborated with the Instagramers Montreal collective to create the world's first ever promo effort to fully utilize the social networking tool.
The Montreal group was asked to take 87 pictures using Instagram to give a filtered-rendition of the 87 minute movie. The Photowalk went up on display at the Montreal Excentris movie theatre for the premiere. Though the film was previewed before the showing through a very specific and specialized lens, the single snapshots are a novel way to pique interest. The comic book strip-like tactic will make movie-goers interested in seeing where these pictures are found in the movie and see how it would actually relates to the actual plot.
With trailers and posters being the dominant forms of film promotion, it is interesting to see how the like of Instagram can shake up the scene.
What's Driving This Trend
- Filtered-rendition Movie Promotions
- The use of Instagram to create filtered-rendition photos for movie promotions presents an opportunity for a unique and visually engaging marketing strategy.
- Photowalk Marketing
- Incorporating Photowalks, where Instagram influencers capture photos related to a movie, offers a disruptive innovation opportunity in film promotion.
- Social Networking Tool Integration
- Using social networking tools like Instagram as a primary marketing channel allows for inventive and interactive movie promotion campaigns.
Who This Affects Most
- Film Industry
- The film industry can leverage the trend of filtered-rendition movie promotions to attract a larger audience and create unique marketing experiences.
- Digital Marketing
- The rise of Photowalk marketing presents opportunities for digital marketing agencies to create innovative campaigns that combine social media engagement and movie promotions.
- Social Media Platforms
- Social media platforms, specifically Instagram, can explore partnerships with the film industry to offer integrated promotional features and increase user engagement.
