How to Use Digital Media to Sell Movies

As digital convergence is fast happening in the advanced entertainment markets, top companies are using digital, new-media platforms extensively to woo the consumers.

Paramount Pictures and Coke Zero say they will team up to present the live Mission Impossible—Ghost Protocol movie premiere in Rio de Janeiro, Brazil on Dec. 14. The live red carpet event will air online beginning at 7:00 p.m. BRST/ 4:00 p.m. EST / 1:00 p.m. PST.

It will feature a live performance by Grammy-nominated DJ & Producer Tiesto, who will unveil his brand new re-mix of the famed Mission: Impossible theme song, written by Lalo Schifren, for the first time ever.

This special red carpet event will be streamed free at,,, and Coke Zero on Facebook

The film’s star and producer Tom Cruise, co-star Paula Patton, director Brad Bird and other special celebrity guests will be on-hand in Rio for live interviews with hosts Quddus and Carla Lamarca.

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Like Paramount, earlier Universal Pictures and NowLive brought fans a virtual world premiere of the latest chapter of the explosive franchise built on speed, Fast Five, from Rio de Janeiro, Brazil. (Read: Go Online for Virtual World Premiere of Fast Five)

Also, Paramount Pictures teamed with Livestream to present the live movie premiere of Justin Bieber: Never Say Never. The live 2 1/2-hour purple carpet event marked the first time Paramount streamed a movie premiere exclusively on Livestream. (Read: Justin Bieber Live Movie Premiere on Livestream)

And leveraging microblogging service Twitter, Paramount Pictures had launched the movie trailer for its film, SUPER 8, from writer/director J.J. Abrams and producer Steven Spielberg, in partnership with Twitter. (Read: Now Even a Movie Trailer on Twitter)

Microsoft Tag and Universal Pictures announced a campaign to promote “Bridesmaids,” the comedy from producer Judd Apatow and director Paul Feig. For mobile marketing, Universal, through the Tag campaign, decided to enable smartphone users to interact with full-page ads that would run in several magazines. (Read: How to Get Connected with Bridesmaids Using Tag

As part of this special live-stream, Coke Zero, Tiesto and Mission Impossible—Ghost Protocol fans will be able to ask cast members questions directly from the Livestream chat. In addition, fans will have the opportunity to experience highlights from the multi-city global tour the cast and filmmakers have completed, including stops in Japan, Korea, India, Dubai, France, Germany, Spain, Australia, Russia and Italy.

[ Also Read: Bollywood Beauty Priyanka Chopra Goes Universal ]

Mission Impossible—Ghost Protocol is directed by Brad Bird, written by Josh Appelbaum & Andre Nemec and is produced by Tom Cruise, J.J. Abrams and Bryan Burk.

Blamed for the terrorist bombing of the Kremlin, IMF operative Ethan Hunt is disavowed along with the rest of the agency when the President initiates “Ghost Protocol.”  Left without any resources or backup, Ethan must find a way to clear his agency’s name and prevent another attack.

To complicate matters further, Ethan is forced to embark on this mission with a team of fellow IMF fugitives whose personal motives he does not fully know.

Mission Impossible—Ghost Protocol opens in IMAX and other select locations beginning Friday, Dec. 16 and nationwide (U.S.) on Dec. 21, 2011.

In the picture above: Jeremy Renner, Tom Cruise, Paula Patton and Simon Pegg

Photo courtesy: Mission Impossible

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Rakesh Raman