Paranormal Activity is an American horror film produced in 2007 and is the first of the Paranormal Activity Franchise. It is a paranormal horror presented as found footage and recordings.
It started off as an independent film shown at film festivals in 2007. The budget of the film was quite a low number of only $15,000. The horror movie, directed by San Diego filmmaker Oren Peli, gained a large fan base following over a year ago after screening at the 2008 Slamdance Film Festival, which caught the attention of Steven Spielberg. The director initially wanted to direct a big-budget remake of the film, using the original cut as a DVD extra. However, a turn was taken for Paranormal Activity when Paramount Pictures then acquired the film and kept the original footage but altered the ending. This film then rose up the box office charts earning a worldwide total of $193 million. It was first released in America, shown in 12 markets for midnight screenings. The majority of areas sold out and demands increased rapidly.
The focus of it was to sell Paranormal Activity as an experience rather than just a film. The strategy was to avoid any tesears or TV spots showing the most scariest parts in order to build up interest. This worked quite well as the film grossed more than $500,000 on the fist weekend of October 2nd , after being shown exclusively at midnight in 12 areas across the U.S, including five sold-out screenings at Los Angeles' ArcLight theater. This encouraged Paramount to expand Paranormal Activity to a regular showtime schedule in 170 cinemas in the last weekend.
To promote the film, Paramount decided to add to the typical marketing campaign. They started an Eventful page for the film by asking fans where to show the first releases. Fans were able to demand screenings in their area and the area with the most demands got to see it first.
The film was released on DVD and Blu-ray on Decemeber 29th, 2009.
Following the success of the film, Paramount then produced the sequel in 2010 called Paranormal Activity 2. This had a budget of $3 million and the box office performance turned out to be $177.5 million. The franchise then continued to produce 4 other films based on the high profit that they have earned.
The other films in the franchise has also made a very high profit, each over $50 million, demonstrating their success.
For the main brief, we have decided to market our film by setting up an online campaign to vote for their city. The film would then be released first in the city that gets the most votes. There will also be sneak previews and trailers on T.V channels such as Film 4 to get people excited for the film.
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