Church of the Customer Blog
« The little film that Bleeping Could | Main | iPodding Killed the Drive Time Radio Star »
November 05, 2004
The little film that Bleeping Could
"What the Bleep Do We Know" is an independent film that continues to grow via word of mouth by appealing to a niche audience not traditionally courted by Hollywood: New Agers.
Starring Marlee Matlin, "Bleep" leaps off the platform of quantum physics into an existential journey exploring the meaning of existence. So far, it's grossed $7.4 million thanks to the influence of 400 practicing yogis who were treated to a special screening in Los Angeles and a determined strategy, if you will, to generate quantum buzz.
The strategy includes screenings at some churches active in the New Thought movement and recruiting volunteers to distribute posters, fliers and postcards.
The film follows in the tradition of "The Passion of the Christ" and "Farenheit 9/11" for appealing to an enthusiastic-yet-underserved base for creating momentum and, eventually, solid profit.
Other blogs that reference The little film that Bleeping Could:
I'm glad you wrote this up. I decided to pass as too many of my readers think I'm New Age as it is (and I'm not, I'm just extremely open-minded).
I saw the movie in its opening weekend in northern California and the theater was like a ghost town.
A few weeks later I drift into my on-and-off again New Thought church (Unitarian, but honestly haven't found ANY church with my beliefs) and mention the movie to the Reverend. I mention to a friend after church and we see end up seeing it that afternoon together - this time the theater is packed with people. (Both showings were on the weekend.)
By the following week, the Reverend is telling the entire congregation to see this film.
Now this is word-of-mouth marketing. And I think it works because a lot of people want to share it with others within their circle or to evangelize just a bit to others. Either way, there's a lot of passionate solidarity in these types of underserved markets.
To be honest, some of the buzz has gone so over the top that it feels a tad like 'forcefulness'; so much so if I hadn't seen it by now I'd actually be less inclined to.
BTW, it was nice to meet you in person Saturday.
