Silent but Deadly: The Hushed Success of 'A Quiet Place' Marketing
In 2018, Paramount Pictures orchestrated a marketing campaign for "A Quiet Place" that was as quietly profound as its release that April. Directed by John Krasinski, the film stood out in a cinematic landscape dominated by loud and proud blockbusters and musicals. It utilised silence not merely as a plot device, but as the very essence of its terror.
The campaign’s highlight was the release of a major trailer during the Super Bowl in February 2018. Faithful to the film's unique concept, this trailer featured almost no spoken dialogue, effectively capturing the eerie silence that is central to the movie's tension. The tagline "If they hear you, they hunt you" was brought to life as moments of prolonged silence were shattered by jarring sounds, setting viewers on edge. This masterful sound design spiked both heart rates and curiosity, drawing audiences into the anticipation of experiencing the film within the safe and quiet confines of a movie theatre.
The film's producer, Brad Fuller, echoed the impressive feat of the marketing team here, stating:
‘I believe the hardest part was for the marketing department on cutting trailers and commercials where you don't have the stuff that you're so used to using to sell product. I think they've done an amazing job’
The marketing team also accomplished what many have attempted but few have succeeded in doing: they brought silence to the world of social media. In a clever twist, they initiated a challenge where users were encouraged to create content in their usual style, but without making any sound. Participants could employ gestures, mime, or other forms of non-verbal communication to complete their tasks, all while maintaining complete silence. This not only provided a fun and engaging activity for content creators but also resulted in amusing and captivating content for viewers. This unique approach stood out against the ordinary realm of #Ad and sponsorship-heavy online promotions, with viewers hovering their thumbs to skip it as soon as they realise what it truly is, making it feel more like an innovative game rather than a typical advertisement. By transforming the challenge into a delightful and engaging spectacle, it not only entertained viewers but also significantly boosted genuine interest and engagement, thereby amplifying the film's popularity.
These approaches to advertising the film, alongside the expected distribution of posters and posts on official social media accounts, not only enhanced its popularity but, crucially for Paramount Pictures, also enabled it to surpass box office projections. Initially projected by Paramount to earn around $30 million in its opening weekend, the film exceeded expectations by $20 million, reaching an impressive $50 million instead. Consequently, it secured the position of the second highest-grossing film of that month, trailing behind the cultural phenomenon that is Avengers: Infinity War.
A year after its release, the film went on to make over $300 million, when it only cost Paramount $17 million to make it. Not bad for a film with only five minutes of dialogue.