Supernatural Success: Analyzing the Promotional Strategies of 'Paranormal Activity'

Supernatural Success: Analyzing the Promotional Strategies of 'Paranormal Activity'

Paranormal Activity, a chilling horror film that sent shivers down the spines of audiences worldwide, managed to achieve an unprecedented level of success. In this blog post, we will delve into the promotional strategies employed by Paramount Pictures to understand the factors that led to its extraordinary triumph. 

The Making of 'Paranormal Activity'

Before we explore the promotional strategies, let’s briefly touch upon the origins of the film. ‘Paranormal Activity’ was produced with a shoestring budget, reminiscent of the groundbreaking success of ‘The Blair Witch Project.’ This low-budget approach allowed the film to break free from the shackles of traditional marketing and open up new avenues for innovative promotion.

Initial Hiccups

Despite its potential, ‘Paranormal Activity’ faced initial challenges in finding a wide release. However, Paramount Pictures recognized the power of word-of-mouth marketing and sought to capitalize on it. They strategically targeted college campuses, encouraging students to demand screenings in their local theaters through the ‘Demand It’ campaign. This grassroots approach generated buzz and created a sense of anticipation among audiences.

Promotional Strategies

Paramount Pictures, known for its marketing prowess, devised a multifaceted promotional campaign for ‘Paranormal Activity.’ They leveraged the emerging power of the internet and social networking platforms to generate interest and engage with the audience. Viral marketing played a crucial role as they released eerie clips and teasers online, piquing curiosity and fueling discussions. This strategic approach helped them tap into the vast online community and build a strong online presence.

Some Initial Reactions

As the buzz surrounding ‘Paranormal Activity’ grew, early screenings and test audiences further enhanced the film’s reputation. Positive word-of-mouth spread like wildfire, with viewers sharing their spine-chilling experiences on social media platforms. This organic promotion created a sense of authenticity and credibility that traditional advertising could not replicate.

The Results

The cumulative effect of Paramount Pictures’ promotional strategies was nothing short of remarkable. ‘Paranormal Activity’ went on to become a sleeper hit, captivating audiences around the world and raking in substantial box office earnings. The film’s success demonstrated the potential of a well-executed marketing campaign that harnesses the power of new media channels.


In conclusion, the promotional strategies employed by Paramount Pictures for ‘Paranormal Activity’ were instrumental in its extraordinary success. By embracing innovative approaches such as viral marketing, online engagement, and grassroots campaigns, they managed to create a buzz that transcended traditional advertising methods. This case study serves as a testament to the evolving landscape of film promotion and the immense influence of new media channels. Also got to know about the Maruti Suzuki’s Advertising Strategies: Driving Success in the Indian Passenger Car Industry