Thursday, September 10, 2009

Pure Genius: "Sorority Row" Turns R Rating Into Marketing Opportunity

I was listening to the car radio the other day when an ad for the new movie "Sorority Row" came on. The body copy of the ad was OK, but at the end of the ad, which is usually the part when they mention the MPAA rating, something really caught my attention.

Usually the end of such an ad is filler. "Rated PG for blah blah blah..."

But then I heard the following: "'Sorority Row' is rated R for strong bloody violence, language, some sexuality/nudity and partying."

Bloody violence? Nudity? Partying?

That's not a restriction, that's a come-on. If "Sorority Row" is not the number one movie overall, or at least among its intended youth demographic, it wasn't for lack of trying.

In my line of work, which is marketing, you take a challenge, turn it into an opportunity and go for it. That's what they did here.

"Sorority Row" from Summit Entertainment opens today.

-- LT