In this interesting case study done by Martin Walsh, studies the marketing and distributing of Paranormal Activity. Walsh attributes the film's success to its intelligent marketing campaigns. For instance, Walsh states that this low budget movie "went on to make over 100 million dollars" as a result of the creative digital marketing techniques like using social media to promote the movie.
http://yetanotherstrugglingwriter.blogspot.com/2010/04/paranormal-activity-case-study.html
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