A while back we talked about the changing distribution models within film here, and while following some of the news from SXSW in the US, I came across a post about Tugg. As the title of the post suggests Tugg is a company set up in the states to help people bring events to their local towns that wouldn't actually have happened. As Run DMC would say, it goes a little something like this:
Creating an event:
1. Pick Your Event Content
- You select a feature film from their library
- Personalise your event with special features like short form content, guest intros or a Q&A session afterwards
2. Pick a Time and Place
- Select a date and Tugg shows you all the available timeslots for your event.
- Choose from any of the available theaters to be your venue.
- Adjust ticket pricing and compare options to perfect your event.
3. Add Details and Finish
- Fill in your event info, embed trailer, and add poster.
- Set your event to be public or private and you're done
Simple! It reminds a lot of Paranormal. When the first film was launched, the PR machine worked on the notion that people were demanding the film to come to their local towns. They went on to leverage the audiences reactions as the key driver in the marketing, based on the insight that 'fear is social'. Or put another way, when we watch a scary movie with friends, it is our friend's reactions that heighten our fear as much as the film itself.
Anyway, back to Tugg. It's a simple yet interesting idea that clearly gives power to the people, and potential added revenue to the film distributors. Once the event is set up, it is then the organisers responsibility to help promote the event in any way you can - social networks etc. People can also come to the Tugg site, browse events in their area and book tickets. If an event reaches it's threshold, then it is good to go.
Let's see if they make it across the pond. I hope so. Take the concept on a step and it could work for anything. Get enough fans involved and pop up restaurants could get the go ahead, theatre productions and more.
- Sam
