How the Church Helped Turn 'Devil Inside' Into Mega-Hit

Studio marketers for Paramount execute marketing campaign for "The Devil Inside" with the help of clergy member and Westminster Presbyterian Church in Pasadena.

As part of Paramount's marketing strategy for the film, a TV spot was made during an advance showing event on December 15. In an effort to anchor the campaign around making the film seem real, the screening took place in an actual church, with a clergy member available after the screening to perform blessings and answer any questions about exorcisms.

Studio marketers for the film can pat themselves on the back for a job well done, with "The Devil Inside" (with a production budget of $1 million) opening to a record breaking $34.5 million at the box office.

"Devil Inside" at the Box Office

Here's an article from "The Wrap" that explains how, "a combination of targeted marketing, lucky timing and the hands-on involvement of one of the biggest producers in Hollywood turned The Devil Inside from a super-low-budget orphan into the No. 1 movie in America."

The Devil Inside Opens Huge Due to Social Media

Despite being panned by both the public and critics The Devil Inside has achieved one of the biggest January openings in history. This article from the LA Times blog attributes the success due to the clever social media marketing campaign put into work by Paramount. The article explains the changing relationships between studios and filmmakers as studios seek to create successful films and franchises with minimal risk.
Read the article here to see the type of strategies used by Paramount.