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Cinema surprises

As Chris Zender pointed out in her May 22nd blog posting, several TV shows have used innovative marketing techniques to promote their shows, including cross-media offerings like content-rich experiences online.

The marketing of films is changing, too. One tactic that has become increasingly common is the movie "Easter egg”—a scene shown after the end credits have rolled (according to Wikipedia, these post-credit scenes are also called stingers.

In the 1980s, stingers were typically funny additions at the end of comedies. Remember when Ferris tells the audience to go home at the end of Ferris Bueller’s Day Off? Movies like Airplane!, Scrooged, and other funny flicks from the decade also have stingers.

More recently, the practice has evolved as marketing has become more sophisticated. While Wikipedia’s list has a disclaimer that it’s incomplete, the site lists 11 stingers for the entire 1980s, whereas it lists 16 stingers in 2006, and eight so far in 2007. Stingers are no longer limited to comedies—dramas routinely use them as well. Pirates of the Caribbean: At World’s End has a bonus scene, if you’re patient enough to wait for the endless end credits. And franchise flicks often promote the next chapter: Matrix Reloaded had a stinger for The Matrix Revolutions. And X-Men 3: The Last Stand has a scene that reveals that a key character is still alive. Pique the interest of the audience and entice them with what’s too come. Now that’s good marketing. ―Julie Jares, managing editor

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June 8, 2007 - Posted by | Content Strategy, Julie Jares, Multimedia, Web Content

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