Movie marketers have become more and more bold with their marketing. Recently, two empty pages were run consecutively in The New York Times morning paper – and no it was not a printing error.
(Read how marketers for the movie Carrie played a trick on coffee lovers on a Monday morning)
The blank pages were made “printed” in an attempt to promote 20th Century Fox’s upcoming film, “The Book Thief.”
While the first page only contained the standard newspaper header, the ran with the film’s website URL, “wordsarelife.com”.
According to The Fast Company, a full page ad on The New York Times during a weekday would cost around US$105,840.
Julie Rieger, the senior vice president of media at 20th Century Fox who was behind the idea also told The Fast Company that “We live in this world, this marketing world where we barrage people with tons of information. We wanted to take this approach of: Well, what if we actually had people, just for a moment, imagine what it would feel like to live without something?”
The ad has also gotten mostly positive attention on Twitter.
Noah Regan, executive creative director of The Host said the ad was “bold, disruptive, powerful and raises lots of questions. By showing nothing it says everything it needs to. That’s a fantastic piece of communication in my book.”
Regan also added that the ad worked to a great extent because it was run on The New York Times and because scale is an important factor. While the ad might work if it was made local and ran on the The Straits Times, brands should be cautious of running a similar ad on other mediums.
Tracy Wong, co-founder & creative director of Some Kind of Wonderful said that she found the blank page concept seems familiar. She added that nonetheless, the ad was definitely disruptive for readers and enough to grab their attention.
Wong also suggested alternatives to the idea.
“For example, within The New York Times itself, work with a few of the journalists to sign off their names on empty articles on the paper, as if they’ve rendered silent – if we can even convince the editorial team to consider this commercial idea. ”
Check out the ad here (Photo courtesy: BuzzFeed)
Here’s the trailer for the movie: