Hegeman Agrees
This week on one of my favorite podcasts (KCRW radio show) - The Business with Claude Brodesser-Akner - COO of Fox Atomic, John Hegeman, agrees with me that in the end what SoaP lacked was quality of content and that the connection was never made from buzz to genuine interest in the film.
Hegeman is credited with the success of The Blair Witch Project while at Artisan Entertainment, so the man knows movie buzz marketing. In the podcast, he makes the point that it's impossible to compare the two campaigns because Blair Witch took place in a time when the internet was more mysterious and in many ways, naive to clever tricks employed by movie marketing departments.
