'Shortbus' Fans Earn DVD Credit15 Jan, 2007 By: John Latchem
In support of its March 13 DVD release of Shortbus, ThinkFilm has launched the viral marketing campaign “Shortbus Invitations” to capitalize on word-of-mouth buzz and directly involve consumers in promoting the film.
Fans who visit shortbusthemovie.com can download an e-mail invitation to an online social Web site that features clips, the trailer and DVD purchase information. Users 18 and older who forward the card to five friends will have their name listed in a special credits page on the DVD.
The film, directed by John Cameron Mitchell (Hedwig and the Angry Inch) is an uncensored look at love and sex among a group of New Yorkers. The film garnered some attention at the Cannes and Toronto film festivals for its depictions of unsimulated sexual acts, and earned $2 million during a box office run in October.
The $27.98 DVD includes bonus footage and commentary. Prebook is Feb. 15.