Die Hard 4, the latest film in the Die Hard series of Bruce Willis action movies – known as ‘Live Free or Die Hard’ in the US – premieres in the US on June 27 (opens in the UK on July 4), and the movie studio mass communication machine is well on the road.
In addition to traditional movie marketing, social media will play a role. For instance, Dan Light at PPC is behind the virtual Die Hard 4 expo and launch event in Second Life which takes place this Friday June 1. (Dan and I collaborated on the 300 virtual press conference in Second Life in March.)
And of course, there’s the obligatory MySpace page.
What if amongst all the structured outreach and by-the-book marketing one of the cast just dived in by himself and talked with movie fans? Joined the conversation, so to speak?
That’s exactly what Bruce Willis has done:
I am Walter B
by Walter B May 7th, 2007
i am John Mafuckin’Clane. What if I came to you all, just as as guy who in the last weeks of post, facing a 5 week, World-Wide press tour, an crazed at the prospect of it, just wanted to take a simpler approach to talking to this enormous group of people, who depsite pre-judgements from many, praise from a smaller minority, and some just waiting to see “what shakes out”, merely wished to have an outlet to chat with people I seldom get to chat with, and what if I just listened? And then thought about what I was going to say, and wrote back honestly. I had a website up for a while, I shut it down for an indefinite period, but now, getting ready to launch the longest shot of my careeer, I feel a strong personal pull to hear from an audience I do not know, sans Bullshit,(And that means I tell the Truth), sans gossip, just the straight, tight shit. I would personally hope it might be more about my work, good and bad, just us. Harry can chime in if he likes, but frankly it’s not cumpolsory……..HOW WOULD THAT BE? in veritas Beedub
Willis started commenting in a now-lengthy discussion thread at Ain’t It Cool News, one of the most influential movie fan sites on the net. It didn’t take long for someone to figure out who ‘Walter B’ was, especially with the many clues in Willis’ early postings.
Then came the one I’ve included here verbatim.
You absolutely will not find any of the opinions and comments Willis makes in this informal conversation anywhere else. And conversation is the right word – just set aside 20 minutes or so and review the whole thread.
Willis hasn’t added any more opinions since May 9 (and he concluded his last post with the word ‘later’). I guess he’s not had time if he’s on a press tour to promote the movie.
But don’t stop now, Bruce! You’ve opened a floodgate of connections.
I reckon if he continues the conversation, it will do more for building connections and community with a die hard (pun not really intended) fan base than any amount of big-budget marketing.
Yipee-ki-yay, mother… well, if you’re a fan, you’ll know the rest of the phrase!