Has Social replaced the obligatory movie website?

In case studies, multimedia, Social media on August 24, 2013 at 2:33 pm

68 Days till Halloween. And you know what that means? –A plethora of Scary Movie trailers and advertisements vying to be THIS year’s main horror thrill. Being a horror junkie, its something I’ve been tuned into since I can remember.  I can remember visiting the website for the first Saw Film, clicking around the latest flash innovation with blood &  guts, an attempt to lure me to that midnight movie premiere and get me hooked on the beginnings of a scary movie icon. It worked.

Back in those days, (The early 2000s), every new movie released an obligatory website featuring their new flick. A splash page with the trailer and a few navigations including cast and crew, and the ever-popular downloadable wallpaper were the norm. Digital media time is akin to dog years, though, in that it’s time isn’t the same as ours. The early 2000s might as well have been a century ago and the requirements for a movie to get interwebs attention are ever changing.

That being said “You’re Next” the misnamed, yet aptly advertised horror film about a team of home invaders wearing an array of terrifying Animal Masks has created an amazing Tumblr, further calling my need to go and see the movie. Instead of creating a website, this movie has put together a Facebook, & the aforementioned Tumblr. This is the first that I have noticed a movie putting together a on the mark social campaign and totally forgoing the website. Which begs the question: Are these repetive and short-lived web presences even worth it anymore? Or do the existing social platforms give an upcoming movie all that they need to reach their audiences and engage on a large scale?

Taken from the You're Next Facebook Page.

Taken from the You’re Next Facebook Page.

5 Terrifyingly creative things in this movie’s social presence:

1. No Throw Away Twitter:  On Twitter, The Lions Gate Horror account has been dubbed You’re Next.  There are so many reasons why I see this as such a huge strategic win. In a landscape where the average Twitter user can only follow 2,000 people (and trust me it can be a struggle to not get the error message about this frequently) who you follow is valuable. Creating a short-lived Twitter account which will plateau after the movie is on DVD is a waste of a follow and frankly just a dead social channel. Lionsgate has a history of terrific films and has already acquired a Twitter following. By interchanging their latest feature, they have an already built in and enthusiastic group to pitch their new movie to.

2. Sharp Hashtags:  Beyond just being brilliantly designed and visually pleasing, the You’re Next Tumblr has put together a list of modern, measurable hashtags to gain traffic and user-generated posts.

Appropriately tagged posts and prompts allow for traffic and specification at

Appropriately tagged posts and prompts allow for traffic and specification at

3. Animated, Rebloggable, Scary, Perfect Gifs on Tumblr. Really there is nothing more to say. If your end goal is ticket sales and your target audience is horror fans, this just works. Click for proof.

4. Bold URL Name. It’s a bit of a risk going with a name like they did (see Tumblr URL) but again on point for audience and goals. It’s catchy and memorable.

5. And the debate itself:  With such a social Tumblr, full of shareable and engaging content, will movies return to the old format placing their social media links at the bottom of the page hoping that the conversation will flow onto their peripheral, perishable channels? I think it also speaks a lot to the success of Tumblr itself, becoming a stand in for a web publishing platform. It practically hosts its own major websites now.

Anyone have any thoughts on this debate? (Or also this scary movie?:)


Update: THIS MOVIE IS SO GOOD. Love the plot, love the ending, love the characters. I need to buy these masks as soon as they hit Halloween stores.


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