Fox has used a QR code billboard promotion to reach the NFL playoff game audience in order to spread the word about the upcoming release of its found footage style horror film called “Chronicle” which will open on February 3.
The production company is hoping to appeal to tech-savvy viewers watching the wildcard game between the Atlanta Falcons and the New York Giants, by airing a five second-long “billboard” clip of a QR code. Viewers who have smartphones and tablets and who have downloaded a QR code scanner app can scan the barcode which will then redirect the device users to an online clip of the movie, which was written by Max Landis.
The Twentieth Century Fox movie’s found footage angle and ticking clock tension has already generated a great deal of hype on the internet when it first debuted in October. Now, the hope is that the interest in the film will be rebuilt during the NFL game on Sunday.
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According to Oren Aviv, the chief marketing officer and president of domestic theatrical marketing at Fox, “We’re really excited about the movie, so finding a new way to interact with the audience is always the goal.” Aviv went on to explain that the trailer for the movie had already generated a tremendous amount of buzz over social media, and that this was an important part of the decision to give the film its special attention during the football game.
It is anticipated that the billboard will be seen by over 30 million viewers.