Google helps Paramount market film
Google Inc. and Paramount Pictures are using the upcoming film “Interstellar” to explore a new frontier in movie marketing.
On Friday, the studio and Internet giant launched an innovative marketing campaign that brings Christopher Nolan’s film and Google platforms together for an unusual immersive experience called the Interstellar Space Hub.
Using platforms such as Google+, Google Play, YouTube and Google for Education, the hub gives users the opportunity to immerse themselves in the movie, which will open in wide release Nov. 7.
“It’s like a playground of innovation,” said Megan Colligan, president of world wide distribution and marketing for Paramount. “The partnership with Google gives us the opportunity to do things we’d never do on our own.”
Though Google has collaborated with studios in the past, this is the first time it has integrated several of its platforms to market a single film. The announcement reflects the Mountain View, Calif., company’s efforts to strengthen its ties with Hollywood. Google even starred in amovie, “The Internship,” featuring Owen Wilson and Vince Vaughn.
Google openly clashed with major studios nearly three years ago over proposed antipiracy legislation, but relations have improved considerably as more studios embrace digital platforms and Google, through its YouTube online video site, forges closer ties with the creative community.
In June, YouTube partnered with Legendary Entertainment to create original content leading up to the release of “Godzilla.” Select YouTubers were given the opportunity to film on movie sets that were brought to YouTube Space Los Angeles, the company’s production facility in Playa Vista.
More recently, YouTube partnered with Legendary Entertainment and filmmaker Guillermo del Toro to deliver horror- inspired content for Halloween.
Such moves are intended to bring more people to Google’s platforms and connect fans to new content in the digital landscape tied to subjects they are interested in, such as upcoming films.
“Google is excited to help our studio partners develop innovative marketing programs that support the life cycle of their films,” Brian Irving, Google Play’s global head of marketing, said in a statement.
“Interstellar” producer Emma Thomas said “having the power of Google behind our efforts to inform the audience and enhance their experience… is an exciting new development in the relationship between filmmakers and audiences.”
Google and Paramount, led by LeeAnne Stables, Paramount’s president of consumer products and executive vice president of global marketing partnerships, worked closely for several months to come up with the immersive experience.
The three- hour film follows Matthew McConaughey’s character, an engineer and pilot called upon to lead an expedition through a wormhole to find a hospitable new planet for humanity because Earth is turning into a giant dust bowl.
Upon entering the Interstellar Space Hub, users are told they can start their own “space hunt” by clicking around the galaxy. As users click on stars and various other clues, they can unlock newmovie- related factoids.
In addition to the space hunt, users can purchase tickets and participate in Google+ Hangouts.
Google and Paramount also created a Time Capsule Project that enables users to generate content that will be put together into a short film.
Using Google for Education, the companies will deliver math and science moviethemed lesson plans to students at thousands of schools across the country.
“Audiences are really smart and they want a special experience when they go to the movie theater, and Chris wants that too,” Colligan said. “We see this as a life cycle marketing project that will go all the way through home video release of the film. There are still a lot of exciting things to come.”