Facebook

As with all new movies and brands in general, Pacific Rim has a Facebook fan page. It currently has 463,635 Likes and a huge amount of interaction from fans about the movie. This page lets fans interact with each other and talk about the movie. Pacific Rim has pictures from the movie available as well as trailers and special clips from the movie which are exclusive to the Facebook page. The page also features apps which tell you where your closest cinema is and the showing times. Pacific Rim is also running a sweepstakes through its Facebook page to further reach and influence its audience.

The use of a Facebook page has become as standard as printing posters. The limitations of running a Facebook page is that once the fan base has seen the movie, there is a chance that any further updates about it will be perceived as being spam. It is an integral part of the overall IMC but can only be used for a short time. It also opens up a can of worms if there are some fans that did not enjoy the movie as they can complain openly in full view of all of their friends and fans of the page. This being said, I did not come across any bad reviews from the general public only glowing ones. It seems that this Facebook page has been hugely successful in doing what it set out to achieve. They created a fan base before the movie was released and kept up interest in the movie long before it was released and reached a larger audience.

References:
Legendary Pictures; Warner Bros; Pacific Rim Facebook Page (2013).