Random Factoid #553

1 02 2011

I doubt many people other than the dedicated fans or the obsessive free promotion-seekers heard about the “I Kept My Eyes Open for 127 Hours” campaign.  Fox Searchlight turned the film’s marketing weak point – people passing out during the graphic amputation scene – into a gimmick to reward the tough moviegoers out there and essentially dare those who hadn’t scene it.

Although I have only limited experience in marketing and advertising, this at first seemed like a strange campaign.  When they initiated it, “127 Hours” had largely run its course in movie theaters, and the awards buzz was beginning to die down.  It felt like just too little, too late.

I got my T-shirt this week after going up some rather strange alleys to get in contact with a Fox Searchlight representative to get a larger size (because I just can’t squeeze into a medium).  I wore it proudly to school and to rehearsal, although under a sweatshirt most of the day as the Houston weather was unseasonably cold, and everyone that saw it had to comment on it.  One friend is even heading to see it over the weekend.

So, Fox Searchlight, consider this a success in goading curiosity.  You’re welcome for sending $20 your way – plus another $10 for me to see it again this weekend.


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