Entertainment: Film fans sent on troll-hunting mission

Premier PR helped promote this low-budget foreign language film about giant trolls, which was a hit in its native Norway.

Entertainment: Film fans sent on troll-hunting mission
Entertainment: Film fans sent on troll-hunting mission

Campaign: The release of Troll Hunter
Client: Momentum Pictures
PR team: In-house with Premier PR assisting with online PR
Timescale: June-September 2011
Budget: £42,000

OBJECTIVES

- To encourage cinema-goers to embrace the film and discuss it online

- To attract mainstream film fans and a mainstream teen audience.

STRATEGY AND PLAN

A London screening for press included a press release seeking 'troll hunters' ahead of the film's premiere at Edinburgh International Film Festival in June, with further screenings aiming to engage a crossover audience and opinion leaders. Next, 'survival guides' were handed out, while a 'Trollmobile' used in the film was also toured. A series of fake recruitment ads in the press linked to the film's Facebook page.

MEASUREMENT AND EVALUATION

The campaign received coverage in Total Film and Empire. Interviews with the writer and director were placed in publications including The Guardian Guide, Metro, Empire, Big Issue, Sci-Fi Now and BBC Radio. Male-oriented titles like Shortlist and Nuts also covered the film.

RESULTS

The Troll Hunter Facebook page had 4,425 likes by the week of release. As of 30 September, the total box office takings stood at £492,212.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury retires to consider indecent assault charges

Max Clifford trial jury retires to consider indecent assault charges

The jury in the trial of celebrity publicist Max Clifford has retired to consider verdicts on 11 charges of indecent assault after five weeks of proceedings.

Avoid being caught out on camera

Avoid being caught out on camera

Being caught on camera is a fact of life, so it is vital to ensure that organisations behave in the right way.

Online travel agent Ebookers appoints Shine

Online travel agent Ebookers appoints Shine

Online travel agent Ebookers has appointed Shine Communications as its retained agency following a competitive pitch at the end of last year.