Movie Marketing idea: Leveraging the Unique Concept of 'Exhuma'

🎉 The first 10-million-viewer film of 2024 is here!

The occult film Exhuma has surpassed the coveted 10-million-viewer milestone, cementing its place as one of the year’s biggest hits. Its success is attributed not only to its stellar storytelling and acting but also to its interesting marketing strategies. By offering immersive experiences that go beyond mere movie-watching, this film has set a new standard for creative engagement.

Here are some inspiring takeaways from its marketing success:

1. Interactive Offline Events: ‘Popcorn Grave’
   

   

   (c) show box instagram

   To reflect the unique concept of "grave exorcism," an event called Popcorn Grave was held at Megabox Coex, where audiences could dig into a "grave" filled with popcorn.

   Interestingly, the event’s name, Popmyo (myo=grave in Korean), is a clever play on words. The Korean pronunciation of “exorcising the grave” (Pamyoh) is phonetically similar to “popcorn” (Pop), "myo means grave" the film’s theme directly to the event.

   Participants selected shovels at random using Obang Shinjanggi, a traditional divination tool, adding cultural and mystical elements that aligned perfectly with the film’s theme.

   Result: Social media buzz exploded with comments like, "What an ingenious idea!" and attracted a large number of participants on-site.

2. Audience-Driven Merchandise: ‘Salt to Ward Off Evil’

   

   (c) show box instagram

   Inspired by online feedback, where viewers joked about sprinkling salt after watching the movie, an event was created to hand out ‘Salt to Ward Off Evil’ during themed screenings at CGV and Megabox.

   The events were held on February 29th, known as Sohn-eomneun-nal (a “day without spirits” in Korean folklore), making it even more relevant and memorable.

3. Engaging Screening Events: ‘Good-Along’
   

   

   (c) jtbc news

   Capitalizing on the buzz surrounding the film’s ritual scenes, the marketing team organized a Good-Along screening event at CGV Yongsan.

   Inspired by Sing-Along screenings, this event invited audiences to chant along with the ritual scenes.

   To enhance participation, attendees received a ‘Ritual Guidebook’ featuring script lines from the film, which also became a coveted collectible. All tickets sold out within a day.

4. Digital Engagement: AR Tattoo Filter
   

   

   (c) showbox 'X'

   The movie’s protagonist sports mystical tattoos that became an instant trend among younger audiences. To leverage this, the marketing team introduced an AR filter that allowed users to virtually apply the tattoo to their own faces.

   This clever move spurred a wave of user-generated content, boosting the film’s visibility across social media platforms.

💡 These initiatives transcended traditional advertising to immerse audiences in the movie’s world, creating memorable experiences that resonated long after the credits rolled.

As the competition between OTT platforms and theaters intensifies, Exhuma proves that innovative on-and-offline marketing can bridge the gap between content and audience, offering new lessons for marketers everywhere.

🎯 Which marketing tactic impressed you the most?