A quick marketing survey: has any movie ever launched a more effective ad campaign than Where The Wild Things Are without actually buying any ads? Let’s follow the timeline:
1. Announce adaptation of children’s book adored by a large swath of movie-ticket buying adults.
2. Release a trailer aimed explicitly at overly emotional hipsters who will talk about it to friends and maybe even get it into a magazine or newspaper or [hey!] blog and do your distribution for you.
3. Have your award-winning screenwriter, Dave Eggers, publish an adaptation of the script in The New Yorker.
4. Release another trailer, that reminds them this is a children’s movie.
I haven’t seen a single commercial or conventional advertisement for this movie, but I already know when it’s coming out, and that I plan to see it even though it can’t possibly live up to expectations.
You win, Warner Bros.