Crossover Marketing: Spring Breakers vs. The Bling Ring

Some people lamented the lack of marketing for The Bling Ring, especially in terms of social media. While A24 might look lazy or uninterested in marketing Sofia Coppola’s new film it’s probably just a matter of limited resources. In other words: It’s a new studio, they don’t have a lot of money.

As these kinds of things go, sometimes the lack of funds forces marketers to get ingenious and inventive. In this case, A24 decided to promote two of their films at once in what I like to call Crossover Marketing. ‘Crossover’ what? Crossover Marketing. What do you mean by that? Well, it’s basically cross-promotion, but I like the idea of having invented something new.

Here’s what I mean. For the release of Spring Breakers on home video, they posted this pretty picture on their Facebook page. Kind of genius, right?

spring ring

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