'Twilight' handles global buzz

When "Twilight" franchise fans are taking part, a worldwide premiere isn't just a red-colored-colored carpet and stars. It's a chance for entrepreneurs to create global buzz. Summit Entertainment and event producer Chad Hudson needed inside the plaza at L.A. Live in downtown La the weekend just before the November. 14, premiere. They expected fans to outdoor camping ahead of time -- while not the more than 1,100 who pitched tents and sleeping-bags. Hudson needed the deluge in stride: "We understood the campers were coming, which we recognized them," according to him. A metropolitan campground happen to be built round the L.A. Live Plaza and adjacent street, together with a weekend of activities happen to be planned, from outdoors tests of earlier "Twilight" photos, and perfs by soundtrack artists. Campers received free breakfasts and snacks, and free signed "Twilight" books (five had premiere tickets hidden inside for lucky fans). Round the morning in the premiere, the Twihards received bracelets to ensure that they might populate the outsized red-colored-colored carpet and stadium-sized bleachers, and fill the Nokia Theater balcony inside. Yahoo Movies became a member of with Summit and Hudson inside the weekend-extended promotion, syncing every part in the preem and occasions just before it. Yahoo backed a "Twilight" premiere contest, that 100,000 fans became a member of utilizing a devoted Facebook page, and drenched greater than 265,000 Facebook interactions with the site. Yahoo also moved an energetic stream in the red-colored-colored carpet action. "We're bridging the area between awareness, excitement and action, driving activity that fans will easily notice pals," describes Yahoo v . p . of entertainment Sibyl Goldman. Exclusive content was created within the preem, now packed as clips online, further raising awareness specific at creating online ticket sales for your movie. Yahoo provided free wi-fi for the campers, who further extended the "Twilight" hype via websites together with other Internet tools. While using tent city drawing extensive media coverage, it provided an excellent buzz flashpoint for your film. Just like a mix-platform, multimedia event, the last "Twilight: Eclipse" premiere created greater than 3 million media impressions. "Breaking Beginning" should exceed that, states Hudson, although final amounts were not available. Still, it's the kind of promotion that is not likely to end up replicated -- no less than until next November at L.A. Live, when the fifth "Twilight" installment is skedded to premiere. n Contact the number newsroom at news@variety.com