We specially-created three platforms based on “making contact”:Media first for Russia: we used artificial intelligence to create an inf: a non-human answered questions live online. Type in any question, the inf replied. This resonated with sci-fi fans’ dreams of “making contact”, and challenged smart-alecks, who tried to pose questions the inf couldn’t answer.Knowing people use mobiles to make contact 24/7, we set up a telephone hotline, printed on OOH ads: “If you spot a non-human, please call immediately: 8-800-333-3-999”. Calls were answered by a recording, giving information about what to do if you’ve spotted a non-human.Mail.ru had a map of paranormal occurrences in Russia. We worked with Mail.ru to expand the map’s geography (http://maps.mail.ru/d9.html), increasing value for their users, and integrating “D9”: together with historical events the location in S.Africa where “D9” takes place is on the map, with a link to “video footage of real sightings”.

The inf conducted 45,800+ dialogs, each an average of 190seconds.Nearly 21,000 people called the hotline.550,000+ people viewed the paranormal map, with 19% click-thru to footage.First weekend: 70% of target achieved: 859,557 people saw “D9”! Over double the number who saw the weekend’s #2film.Total Box Office: Over $10mln – exceeding our target by +50%!

“D9” re-classified as Blockbuster (box office >$10mln) on Russian market, de facto achieving the desired positioning.“District9” was among Russia’s Top25 films of 2009 (out of 203 released), achieving 1,2% total market share, and over 2% of the blockbuster market.source:Bookers’s Bulletin http://www.kinometro.ru/