Bootlegging Yourself (Marketing Controversy 101)

A few days ago, a bootlegged version of a red band trailer for David Fincher’s latest film, The Girl with the Dragon Tattoo, hit YouTube with a vengeance. Before Sony Pictures pulled it for “a copyright claim,” the video had nearly 2 million hits after only two days. There is speculation that Sony launched the trailer themselves to kick-start a viral marketing campaign. Whether or not this is true, the video’s premature release certainly did not hurt Sony or the film. The leak was awarded widespread coverage in press and online. If audiences were not aware the hit novel trilogy was being adapted for the American screen, they definitely are now.

I find the entertainment industry’s preoccupation with piracy amusing. Sure, I am a filmmaker and can appreciate revenue lost to piracy. But as veteran studio executive Bill Mechanic once pointed out to me, “Pirating means that people want to see your movie.” As I see it, stolen entertainment media suggests one of two things: your content is not good enough to pay for or too difficult for the average consumer to find. Both problems are your fault and worth solving. iTunes rivaled music piracy by promoting easier access to music: it became easier to buy a song on iTunes than steal it from a torrenting site. With bandwidth evolving and platforms like Netflix and YouTube on the rise, movie studios are running out of excuses not to open their libraries. Simple: help audiences consume the entertainment they want to consume. Most people will gladly pay for that. And pirates will help spread the word in the meantime.

But I digress. In a world saturated by media noise, it has become necessary for marketing materials to have unique stories wrapped around them. The Dragon Tattoo leak promoted three levels of discussion: the bootlegging of the trailer in the first place, whether or not Sony released it on purpose, and finally the irresistible quality of the content presented. Trailer discussion spread the word and inadvertently spread the message: “She’s coming.”

Movie studios should bootleg themselves more often. And you should too.

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