With its ticking clock and found footage-style hooks, the trailer for Twentieth Century Fox’s “Chronicle” generated plenty of internet buzz when it debuted in October. Now, the studio is aiming to expand on that interest during Sunday’s opening round of the NFL playoffs.
Fox Network will air a five-second “billboard” clip of a QR code during the Atlanta Falcons-New York Giants wild-card game. The code, which can be scanned on mobile devices, links the user to an online clip of the Max Landis-penned film.
“We’re really excited about the movie, so finding a new way to interract with the audience is always the goal,” Fox prexy of domestic theatrical marketing and chief marketing officer Oren Aviv told Variety.
Aviv said that the amount of social-media buzz generated by the pic’s trailer contributed to the decision to give the film an extra push on Sunday. Studio is expecting more than 30 million people to see the billboard.
“Facebook said they’d never seen anything like it,” Aviv said, noting that the online networking site told the studio it had seen about 15 million interactions around the movie. “When Facebook says ‘Wow,’ you listen.”
“Chronicle” is docu-style account of three Seattle teens who develop superpowers after being exposed to a mysterious substance in the woods.
Pic also has attracted attention for displaying the talents of a number of fresh faces. Film marks the feature directorial debut of Josh Trank and stars relative newcomers Michael B. Jordan, Michael Kelly and Dane DeHaan.
Writer Landis sold the project to Fox last year. Scribe also optioned spec “Good Time Gang” to Robin Schorr’s RCR Pictures and is currently at work on a Frankenstein project for Fox-based Davis Entertainment.
“Chronicle” opens Feb. 3.