Lots of web-exclusive bonus footage made it onto the various summer blockbuster sites, here are three that definitely walked the extra mile:
Nacho Libre, this summer’s first comedy hit, boasts an entire series of clips called ‘Jack Black’s Nacho Libre Confessionals.’ Filmed during production in Mexico it’s obvious that they got Black’s full cooperation – the pieces revolve around him and are produced like a diary that’s very much in tune with with the comedian’s particular blend of humor. Look for ‘Waxed Jack’ for insights into the extent to which this actor is willing to prepare for a role.
My Super Ex-Girlfriend took a different route by creating a micro-site that’s generously dispensing valuable relationship advice. Or are they break-up tips? Be My Ex is spoofing educational films, complete with a free video course that includes lesson videos and case studies, all under the watchful eye of a Dr. Thorhammer, ‘social behavioral expert’ at the renowned ‘Be My Ex Institute’.
This summer’s prize for motion picture broadband promotion, however, needs to go to Snakes on a Plane – and it all happened initially possibly without the studio’s participation. Storylines, clips and trailers (accidentally?) leaked to fan sites while the movie was still in production and excited fans flooded the Internet with fake trailers, ‘lost’ scenes and online forum opinion pieces.
When director David R.Ellis briefly considered changing the hideous title to ‘Pacific Air 121’ the outcry echoed from hear to China. The filmmakers decided to embrace what was brewing in front of their eyes and in an unprecedented move accepted the fans as co-creators: After taking in hundreds of Snake-themed videos on YouTube alone, they decided to toughen up the storyline for some re-shoots and allowed fans to select the title track by Cobra Starship for the soundtrack via the website.
Snake-enthusiasts generated an avalanche of products that New Line is marketing through Café Press by paying licensing fees to the fan-designers. 250,000 fans almost brought down the official site this week when they used a feature that allowed visitors to send customized phone messages from Snake’s star Samuel L.Jackson.
In its boldest move, the studio decided to pass on press screenings but instead is hosting ‘fan appreciation’ showings on August 17 to build momentum the day before its release.
Snake charmers? No – just your regular broadband jungle.
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