When A24 first asked Academy Voters to consider James Franco‘s performance as Alien in Harmony Korine’s Spring Breakers many, myself included, viewed it as a marketing stunt. Since then however the studio has never stopped believing in the film and the iconic character it managed to create. Last week cult director John Waters singled out Spring Breakers as his favorite film of the year. The film holds a fresh rating on Rotten Tomatoes and also got mostly favorable reviews on Meta Critic. Continue reading
If you’ve seen Harmony Korine’s Spring Breakers, whether you liked it or not, chances are you remember James Franco‘s crazy performance as Alien the rapper/gangster that bails the lovely ladies out of prison. The film itself also got a lot of praise and critical acclaim as one of Korine’s best films to date and so it is only natural for new distributor A24 to exploit all the good buzz and try to get even more attention by supporting James Franco’s Oscar campaign. In tune with the film’s humor (and language) the provocative, but memorable, slogan is going to be “Consider this shit”, evocative of Alien’s iconic line in the movie “Look at my shit!”.
Personally I think this is more of a marketing stunt than anything else. Their chances of actually getting nominated are slim considering the people they’re addressing (older white folks), but it certainly gets people talking about the movie. Even now that the film is out on home video, the social media marketing on Facebook is still going on, constantly reminding people of the film. I think this is a prime example of film marketing done right and I look forward to finding out how Franco’s campaign works out.
I fondly remember David Lynch campaigning for Laura Dern with a cow, back in 2007, for her stellar performance in Inland Empire. Even if these tentatives aren’t successful they’re fun and inspiring, because these people don’t take themselves (or the Academy) too seriously, but they do so in a loving way. The campaign poster for Franco, showing Alien holding not one, but two statues is pure gold. Stay tuned for more news on James Franco and his Oscar campaign!
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?