The following are movie posters/newspaper ads for the festival. These are the rules of Realitywood, a little different from the laws in Hollywood.
FullFrame had never really been marketed. The stand we created for FullFrame was to be ‘The World’s home of Documentaries.’ We knew we’d have to do movie trailers and television spots because the media was already donated. So the idea was to do both with, what else, cool documentaries. These were shot by Tim Bieber. (Why that guy isn’t making full-length documentaries I’ll never know. He’s great.)
During our time on FullFrame, the festival set new attendance records every single year.
Our ‘How much reality can you handle?’ campaign had been running for about 5 years and it was time for something new. The festival was getting bigger and bigger every year, even getting listed on Entertainment Weekly’s ‘It List.’ It was truly becoming a part of Durham’s pop culture and cultural landscape and one of the biggest tourist draws in the city. We always talked about FullFrame as the world’s home for documentaries. Kind of the hollywood of docs. So we created the idea of Realitywood, a place far away from Hollywood and the land of big features. We even renamed the city ‘Realitywood’ by mayoral decree for the four days of the festival. This was a fully integrated campaign with guerilla placed in NY and LA, print, newspaper, television, a new website and much more.
Here’s our favorite spot/movie trailer from this campaign.
As part of our realitywood campaign we would play off of the conventions of Hollywood by remaking a famous documentary the way a cigar chomping Hollywood producer would have made it. Some stories truly make better documentaries.
We needed to update the FullFrame website, a very cool, but very flash heavy site. FullFrame needed it to be a little more flexible so that they could easily add content on a sometimes hourly basis during the festival itself. So to promote the new site, we burnt down the old one. The World’s First Internet Fire, a fully integrated campaign pulled off on a shoestring budget.