In a few short years, film and TV marketing has moved from finding ways to grab attention, to something called “experience design”. Brian Cain is using the connectedness of the internet to build real world communities and attention around major properties. David Tiley grabbed him long enough to be provoked.
This is a point where Brian Cain must have wondered if he was going too far. “The very first thing we did was a direct mail campaign where we sent out vials of blood. There was a huge moment with the lawyers where we were discussing can we do it, what’s the wording on the vial, how much like blood will this stuff look like.”
