Posts Tagged ‘promotion


Social Action from Participant Media

Last night we screened a special “eco-aware” film, DisneyNature’s Oceans, set to be released today on Earth Day. As part of the promotion of the film a Social Action campaign was created titled the “Save My Oceans Tour.”

At last night’s screening, the culmination of the Save My Oceans Tour campaign for the Hawaii screening involved a number of non-profit and community organizations, with a focus on ocean awareness, presenting information on their organizations as well as letting movie-goers know what they can do to help save our oceans. The most notable aspect of this campaign was that in order to get tickets, each movie-goer had to pledge to reduce their use of single use plastics by using reusable water bottles and shopping bags.

As we sat there I marveled at the amount of careful thought, planning, and coordination put into this campaign. What can I say, I’m an event guy. Stuff like organization, mobilization, and logistics intrigue me. After talking with the guy that was in charge of coordinating efforts locally, I discovered that Participant Media was the organization that was behind the Save My Oceans Tour campaign.

Being a little more intrigued I did a little digging on Participant Media and found some interesting stuff. First and foremost is that they create a number of different Social Action campaigns related to films they produce, DisneyNature’s Oceans being one of them. These campaigns bring to light the real issues behind the film.

The mission of Participant Media from their website:

Participant believes that a good story well told can truly make a difference in how one sees the world. Whether it is a feature film, documentary or other form of media, Participant exists to tell compelling, entertaining stories that also create awareness of the real issues that shape our lives.

The company seeks to entertain audiences first, then to invite them to participate in making a difference. To facilitate this, Participant creates specific social action campaigns for each film and documentary designed to give a voice to issues that resonate in the films.

How cool is that? They had the great idea to say, “hey, we want to make good movies, but we also want to do good by encouraging people to make a difference.” I don’t know about you but I find that to be way cool. You actually might recognize a number of other movies they’ve been involved with and have done Social Action campaigns for:

  • Syrianna
  • Good Night, And Good Luck
  • An Inconvienient Truth
  • The Kite Runner
  • The Visitor
  • The Soloist
  • Food, Inc
  • and last year’s Oscar winner for Best Documentary Feature – The Cove

For each of these films there was a Social Action campaign that made viewers aware of the real life issues surrounding the films.

I encourage you to check out their website for more information on the company, the films they are involved with, as well as press materials, and their Social Action efforts.

Happy Earth Day everyone.


Bigger and Badder in the Big Apple

Last month we took some vacation in New York City (Manhattan specifically) visiting friends and taking in the sites. We visited the usual suspects: Statue of Liberty, Central Park, Natural History Museum, and of course Times Square pictured above. On our very first day in New York as we were walking around we saw this scene smack dab in the middle of Times Square:

Yes, a viking ship in the middle of Times Square. At first we didn’t know what was going on, but as we ventured closer we realized that the big ship was part of a promotion for How to Train Your Dragon. Being the movie and marketing geeks that we are we had to get a closer look to see what was going on. Sadly though as we got near the ship we figured out that the promo had already wrapped up as they were starting to take everything down and put things away. As we made our way past the ship and continued through Times Square we saw a line with people holding passes to see How To Train Your Dragon waiting to go into a theater–classic sign of an advance screening.

Later on I Google’d the event to see what we had missed and found out that the event was actually much bigger than we thought. Apparently America Ferrera (who voices one of the characters) was there along with a bunch of guys/actors dressed in viking regalia in an effort to mimic the movie. All of this was done in an effort to promote the film in New York City. Like the title of this post states, they do it bigger and badder in the Big Apple.

Suffice it to say that it was pretty cool that we got to see a big movie promo being done in a big market (what was left of it anyway). I don’t remember anything of this scale being done here on Oahu. Possibly the biggest “in theater” celebrity promo we had (the only one we’ve ever had) was when Cary Hiroyuki Tagawa (of Mortal Kombat and Johnny Tsunami fame) was at the advance screening of Balls of Fury–but it just so happens that he’s a sometimes Hawaii resident so that was why he was here. The other big screening that I can recall was (that we didn’t go to) was when they screened Michael Bay’s Pearl Harbor at Pearl Harbor on the flight deck of an aircraft carrier. Man, wish I could have been involved with that event.

Anywho,check out the following pictures from media that was there during the event as well as a news report about the event:

How to Train Your Dragon a Fun Lesson in Times Square –

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