The marketing and promotion of films is currently going through something of a renaissance, finding new and ever immersive ways to engage and capture audiences prior to a film’s release. Once printed film posters (or one sheets) are being replaced with motion posters, using GIF and Flash based animation to bring traditional poster artwork to life, and trailers have become viral campaigns, all launched via the multitude of social media platforms now available at Hollywood’s fingertips.
The latest platform to be exploited by blockbusting marketeers is Pinterest. A visual discovery tool used for collecting ideas for projects and interests, Pinterest has over 70 million global users culminating in over 30 million catalogued images or ‘Pins’.
This week 20th Century Fox launched a Pinterest account for Gone Girl character Anne Dunne.
The highly anticipated film from The Social Network (2010) director David Fincher, shared the Pinterest board through the film’s Twitter account, and invited fans to have a glimpse into the life of Rosamund Pike’s (Jack Reacher) mysterious character.
The different pins on Amy’s Pinterest account give tantilising hints and clues into the character’s relationship with husband Nick (Ben Affleck), through sections including ‘City Girl’, ‘For Nick’, ‘Writer’s Block’ and ‘Personality Puzzles’.
Some of the pins also come with clues and quotes from Gillian Flynn’s bestselling novel. One says: “Sometimes, when I can’t sleep, I’ll pull myself out of bed and walk through the streets at dawn, and when the lights click off, all together, I always feel like I’ve seen something special.”
Gone Girl will be released in the UK and US on 3 October.