Footloose (2011)
Distributor: Paramount Pictures
Domestic release date: October 14, 2011 (Wide)
Rating: PG-13
Genre: Musical, Dance
Cast: Kenny Wormald, Julianne Hough, Miles Teller, Andie MacDowell and Dennis Quaid
Premise: City kid Ren McCormack (played by newcomer Kenny Wormald) moves to a small town where rock 'n' roll and dancing have been banned, and his rebellious spirit shakes up the populace, which includes the minister’s daughter Ariel (Julianne Hough).
The hook:
- A new take on the beloved 1984 film, Footloose, which 27-years later still makes people want to cut loose
- Helmed by Writer/Director Craig Brewer (Hustle & Flow, Black Snake Moan)
- Promises a good time in a year without a wide release dance or musical film (excluding concert films)
Target audience: Females 15-34
Secondary target audience: Females 35-54 (nostalgia), Females 11-14 and parents (families)
THE DIGITAL MARKETING CAMPAIGN
“Footloose Friday” advance screening:
- Free screening on Friday, 9/30 at selected theaters for anyone who RSVPs on FootlooseFriday.com
- Ask in return for audience to tweet #footloose with review
- Footloose’s Twitter page retweets praise and positive reactions
- Convert skeptical fans of the original to vocal supporters
On Target: These advance screenings were exactly the shot of adrenaline the new
Footloose needed. After its trailers were
received indifferently at best,
Footloose needed to prove remaking it was relevant. Without a name cast, the film had to go beyond selling it as another star-crossed lovers dance movie; as evident from
the downward trend of the Step Up franchise’s box office, audiences were facing fatigue from that familiar plot.
Footloose needed to get fans of the original on their side and spread the goodwill. In order to do this, Paramount had to believe they held a winning hand - a film that was going to surprise and please that critical audience who could become their biggest supporters.
They bet right.
With two weeks before the release of the film, the one-night screening generated free publicity, which was mostly positive. In return for the free screening, they simply asked the audience to share their reviews on Twitter and Facebook.
It was important these reviews were coming from trusted sources, one’s friends, family, social circle. In addition to building excitement among the general public, these reports hopefully swayed fans of the original who skipped the free screenings to reconsider and give it a chance.
“Footloose Friday” was a brilliant move for a film that needed visibility and to bounce back from negative pre-conceptions.
Missed Opportunity?: Footloose’s Facebook and Twitter needed to crank up the engagement with fans during the two weeks after the screening to keep the momentum going. Keeping the film exciting and fresh, fans won't forget and will want to see it again and bring “everyone they know” come opening day.
For the "Cut Footloose" Dance Battle, Facebook, Herbal Essence's
Footloose hairstyles analysis, and Recommendations:
