I was lucky enough to attend a press screening of Disney's new animated feature film "Frozen" on Sunday, 3 weeks before it's release. The screening was held in Leicester Square at the Odeon cinema. As you approached the cinema you could hear the music from the film and the front of the cinema had fake snow falling down to create a "winter wonderland." There were ice sculptures and real live reindeer! These features created a good source of content for traditional and social media content around the launch of the film to build anticipation and excitement. Those who attended the launch were treated to a live performance of the song "Let It Go" and also recieved "Frozen" goodie bags.
This event encouraged both social media and traditional media coverage. People who attended the launch were able to share pictures of their experience, whilst journalists and media created content to share through traditional means. Events such as this are effective in creating a sense of anticipation and excitement for the release of a film and those who attend are able to share content and get others talking about the film and getting excited about it.
Whilst at the event I used Twitter to talk about the film and share with my followers about the launch. I also posted about it on Facebook and shared photos on Instagram. This is an example of how events can reach a lot more people than just those who attend, making them a worthwhile PR tactic.
