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Chronicle: A Very Human Take On Viral Marketing

Is it a bird? Is it a plane? No, it’s a flying person! Well, that’s what it would look like if you were in New York last week.

Viral marketing seems to have taken on a new form in the shape of ‘people’ made from carbon fibre rods and model air plane engines. Thinkmodo, the company behind the creation, have teamed up with Twentieth Century Fox to promote upcoming superpowers film, CHRONICLE, and seemed to have succeeded.

For three days last week, the models were flown round landmarks of New York, including  the Brooklyn Bridge and the Statue Of Liberty. However, because of the short battery life, the flights were just four or five minutes long. Built to the size of an average person, these graceful machines impressed many onlookers. They were created to promote CHRONICLE, which focuses on a group of friends who acquire superpowers and have to figure out how to control them.

James Percelay, who designed the marketing campaign along with partner Michael Krivicka, commented on their creation: ‘There were a lot of questions. Tons of calls to New York media. But they were just questioning. They move slowly and they look like people. Nobody felt threatened. No one was concerned by it. They were fascinated.’

The flights went well, with only one hitch – one of the models had to be rescued from the Hudson River by the New York City Harbour Patrol. Despite this, Percelay says there are to be more flights taking place over the next few days at undisclosed locations.

It is surprising that this type of viral marketing isn’t used more often, but from the video it looks to be very successful.

CHRONICLE is released in UK cinemas from 1st February.

Source: Hero Complex

Considering Jazmine grew up watching CARRY ON SCREAMING, THE LION KING and JURASSIC PARK on repeat for weeks on end, it made sense for her to study film at London South Bank University. It’s also a good thing that her course requires a lot of sitting down because she’s very accident-prone. When she’s not examining her bruises, she likes pretending that she doesn’t live in Southend-On-Sea and spends hours mindlessly blogging. Favourite films include BLUE VALENTINE, ETERNAL SUNSHINE OF THE SPOTLESS MIND and TOY STORY 2.

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