When found-footage movie "Paranormal Activity" premiered in 2009, Paramount digital marketing started engaging with movie fans in a direct way. They encouraged viewers to create their own spoofs and renditions of the D-I-Y film.
They are continuing fan homages with "Paranormal Actibity 4." This time, Paramount will partner with mobile video-editing app Ptch to allow users to integrate clips, sounds, and images from "Paranormal Activity 4" into their own videos. Paramount also offers tickets and merchandise for filmmakers who deliver the "Most Popular," "Scariest," "Most Realistic," and "Most Tense" short films made via Ptch.
This promo project is basically a launch vehicle for Ptch, similar to Viddy's partnership with "The Muppets" movie in 2011. Developed by Dreamworks Animation, Ptch allows users to actually edit videos on the go — a step up from most apps that just allow simple additions like an added filter.