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September 23, 2009

Cameras are always on in 'Paranormal Activity' and its marketing

Posted on Wed Sep 23 2009

Paranormal Activity is a movie about a young couple filming themselves non-stop in their bedroom (solely for demon-hunting purposes, of course), so it's fitting that Paramount would make a camera the centerpiece of the marketing around it. The studio is hoping for a hit on a Blair Witch scale, or, barring that, at least on par with Cloverfield. Produced on a micro-mini budget of $15,000, Paranormal Activity has a no-name cast and a grainy, hand-held look that it came by honestly. (First-time director Oren Peli and some friends shot the film in a week.) So far, TV spots for the horror flick have shown audiences jumping, screaming and otherwise flailing about during screenings. The action was captured on video cameras strategically placed in the various venues. Juiced up? Maybe. Still, that's a lot of flinching. Next up: Webcams will be installed in the theaters where the movie opens in limited release this Friday, so fans can describe just how the gore-free flick scared the bejesus out of them. Paramount's taking an unconventional route with the movie's distribution, too, aligning with the Demand Web site and planning release patterns according to fan requests. Wondering if the reverse could work with Tucker Max's I Hope They Serve Beer in Hell? I'll vote to keep that piece o' tripe outta my town. As for Paranormal Activity, it's reportedly horrifying for all the right reasons. Probably worth a peek, especially if you don't mind having your terrified expression caught on tape. 

—Posted by T.L. Stanley

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