The next installment in my favorite movie series, Saw V, comes to theaters this Friday, October 24th.  Let me tell you how a unique tool used in its promotion blows my mind - nasty pun intended

Here’s what engagement with movies used to look like:

The consumer sees a movie trailer a few months before the film’s release.  In the weeks preceding the big release date, the consumer sees a few 30-second commercial spots on TV.  Perhaps they catch a glimpse of the movie poster during a visit to the theater.  Finally, the big night arrives, and it’s up to the producers to immerse the consumer in a 2-hour experience that will encourage them to speak positively about the film with their friends.

The quality of the movie is out of marketers’ hands, yes.  But marketers have found a new way to ensure that consumers are spending more than 2 hours with their movie brands, thereby increasing the chances that they will share their engagement with others.  Furthermore, marketers are transcending the concept of word-of-mouth, a crucial determinant in the movie-going process.  In a 2006 Los Angeles Times poll on the moviegoing habits of teens and young adults, 38% of those surveyed said they share their opinions about a movie during or right after the film or on the same day.  It is hardcore fans alone who hit up the message boards.  So how can marketers gain and virally spread the interest of casual movie-goers, people who may have a slight interest in their films?

Enter mashups.  Let them direct the movie!

Mashups aren’t entirely new to the YouTube universe.  People have been recreating trailers for a while now, posting “re-cut” versions on YouTube for pure entertainment purposes (sometimes, hilariously inappropriate entertainment purposes).  Marketers found a way to turn these blatant copyright violations into promotional machines. The mashup has become an incredible marketing tool.

You want the proof?

In 3 days, I spent 10 hours creating mashup trailers from the Saw movie series.  10 hours of TRUE engagement.  10 hours of FREE engagement.  And you better believe that I am creating buzz with my friends.  Upon posting the mashup tool to my Facebook profile, I uncovered three more Saw fans, manifested in the form of public wall posts, status updates, and news-feed glory.

It’s a simple concept: incent me to chop up your movie by entering my work into a contest with a sweet prize.  I am likely to spend hours perfecting my trailer, spread the word, and see your movie.  Combined, DVR adoption and the internet have opened doors such that a 30-second commercial should serve as no more than a reminder.  Make consumers feel your brand by finding ways they would like to interact.

It used to be a scary thing - giving control of your brand to your consumers.  But isn’t marketing about giving the people what they want?