Audience Engagement Research - Bridesmaids

"Bridesmaid" and our film "Girls Night" both include a female group as their main characters. This is especially due to the comedy and dialogue between characters. Just like this and our movie, it can be related to girls' real-life issues. "Bridesmaids" used comedy, different scenes, and props to engage the audience.

Social media played a big role in marketing this movie. This lets a wide range of people reach different social media platforms at once; in some cases even by accident. Through this social media success, many fans created different character accounts. To create more ticket sales Universal created a buzz before the movie was even out. A week before the release they created 'an opening weekend launch package', this gave the target audience hype before it even came out. This was created through the use of Twitter, online articles, Tumblr, videos and text. Facebook also came out with a contest for participants to preview the movie before it came out. The Facebook competitors had to send pictures of themselves in their worst bridesmaid dresses. Universal Pictures International campaign for "Bridesmaids" led them to win the inaugural Movie Marketer of the Year award at the Australian International Movie Convention. This accounted for ad space in both print and digital publications worth up to $250,000. Overall many ranked "bridesmaids" to be the best movie campaign of 2011.

After seeing how "bridesmaids" marketed their film I saw many marketing techniques that could be useful. I feel with lots of teenagers involved in social media now this would be a good way to market our film. I also liked how they released information about the movie a week before to get the hype going. Lastly, by having the trailer appear on similar genre platforms at the movies or on YouTube would make the audience have an interest in seeing it.