With the breakout success of Paranormal Activity, we are seeing a few other movies trying to capitalize on the viral potential of niche movies. The latest is Boondock Saints 2. The original spread by word of mouth and became a cult favorite years ago. A demand page at Eventful has been established to build buzz and collect names of the series most avid fans. Hollywood has long embraced many aspects of WOM, but like many other industries, viral efforts have largely been hit or miss. In the coming year, we will probably see the “build demand by querying demand” strategy be vetted. If it proves to be a reliable tactic, it has the potential for vast expansion across the marketplace.
More on the viral marketing of films at Screen Rant