Magazine article Variety

Why Movie Marketers Snuck in on VidCon's Turf

Magazine article Variety

Why Movie Marketers Snuck in on VidCon's Turf

Article excerpt

VIDCON ISN'T JUST for shrieking YouTube fangirls anymore.

The event, now in its sixth year, has blossomed from humble beginnings into a major attraction for digital entertainment and its feverish followers. And now, with an estimated 20,000-plus attendees filling the Anaheim Convention Center last week, VidCon has attracted studios looking to manufacture buzz for upcoming releases.

Of course it's not as big a draw as 35-year-old Comic-Con, but the convention, boosted by its youthful demo, is fast growing in importance for movie pitchsters. "VidCon has become an important annual event that's packed with the most influential online celebrities and avid members of their communities," says Danielle DePalma, Lionsgate's exec VP of worldwide digital marketing.

This year, VidCon-goers got one of the first looks at the full trailer for Lionsgate's "The Hunger Games: Mockingjay - Part 2," and a screening of the studio's sci-fi thriller "Insurgent" as part of Fullscreen-sponsored movie nights. Other films in the Fullscreen lineup were Sony's "Pixels" (a day before it opened wide) and Universal horror pic "The Visit." Fullscreen also served up a sneak peek at its own teen drama "The Outfield," featuring digital stars Nash Grier and Cameron Dallas. …

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