Thursday, August 25, 2011

Fox Searchlight Releases Movie Trailers Via QR Codes

Martha Marcy May MarleneSo has anybody else noticed all these scanable bar-code thingies all over the place recently? I mean, you can't go anywhere without seeing them. I've seen them in magazines, on products in a store and even on the ketchup bottles at Applebee's! These little things are known as QR codes and if you scan them with a bar-code scanner app on your smartphone or tablet, then you can win stuff and be entered into things.

Well, Fox Searchlight is taking these QR codes to a whole new level. Instead of doing the traditional process of releasing teasers and trailers for its upcoming movie Martha Marcy May Marlene, set to hit theaters on October 21, the film company is instead rolling out an elaborate QR code campaign for the film.

The studio has put these little codes on ad materials, like posters, theater standees and coasters, in New York City as well as Los Angeles. There are two separate trailers for the movie embedded within the codes. According to Fox Searchlight, this is the very first time the studio has exclusively released trailers via QR code.

If you are one of the unfortunate people who doesn't live in either New York City or Los Angeles, then you can always access the QR codes online through a website that is designed to emulate the theater standees.

The film stars Elizabeth Olsen, who just so happens to be the younger sister of Mary-Kate and Ashley Olsen, and Academy Award nominee John Hawkes. The plot focuses on a young woman who has problems reconnecting with her family after escaping a cult. The film made its debut at the Sundance Film Festival back in January where Sean Durkin, director of the film, won the U.S. Directing Award in the Dramatic category.

Source: Mashable - Movie Trailers Released Exclusively Via QR Code for The First Time


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