Hollywood's New Promo Strategy: Bloggers

  • October 7, 2005
When Universal Pictures wanted to build buzz for "Serenity," a movie based on the cancelled Fox TV series "Firefly," the studio's PR agency turned to the blogosphere to mobilize the show's small but hard-core fan base. Grace Hill Media--the Studio City, Calif. PR firm that also promoted "The Passion of the Christ" and "The Exorcism of Emily Rose"--set up pre-screenings, dubbed "Serenity Blogger Bonanzas," around the country for bloggers. -- Shankar Gupta
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