A Brüno Case Study: The 2009 Audience uprising! (Part 3)

Part 3 – New 21st Century Strategies for SuccessUnknown

Brüno was the first film to be so drastically effected by the power of the audience – who had an opinion, broadcast it and drowned out the marketing messages. This Coup d’état on Hollywood, from audiences over studio giants, has effected how the entertainment industry creates and sells stories. For the industry to survive, it will need to understand, accept and adapt to these changes (see Hollywood and Disruptive Storytelling).

So what exactly does the ‘Bruno’ story teach Hollywood about how to craft an IP in the age of social media? Continue reading

A Brüno Case Study: The 2009 Audience uprising! (Part 2)

Part 2 – The Social Media Revolution

How did Brüno go from being the #1 movie in America to #3 in less than 24 hours?

Many people have tried to explain why Brüno crashed on its opening weekend. Some have blamed the filmmaker and others the marketing campaign. But Universal did their best with a bad movie on their hands. The most important factor effecting the unprecedented decline in ticket sales from that Friday to Saturday night, was the unaccounted for rise of social media. Let’s take a look back at what was occurring in the sociocultural landscape at the time Brüno was releasing.

The Social Media RevolutionFacebook-2011

Back in late 2008/early 2009, while Universal was planning the marketing campaign for Brüno, Facebook and Twitter were exploding and revolutionizing the global social and cultural fabric (the “Year of the Social Network”). Continue reading

A Brüno Case Study: The 2009 Audience uprising! (Part 1)

Part 1 – The Story of Brüno

bruno_posterWith the rise of social media, there has been a dramatic shift in audience behavior and how they gather information and choose which movies to attend. This shift has had a dramatic effect on how we measure a movie’s success (or failure) at the box office, and in the ethos of culture. In the past, opening weekend numbers indicated a film’s success – a testament to the marketing campaign and the studios wisdom in choosing a successful story. Today, social media provides a means for the audience’s voice to grow louder than that of the marketing campaign. Which makes it extremely challenging (if at all possible) to sell a bad movie to the masses.

When did this change? Back in 2009, we saw the shift when Universal’s Brüno hit the marketplace. Let’s break it down and see what happened and what it means for releasing films today. Continue reading