Chicago Comedy Film Festival Uses Sadness As A Strategy And It’s Hilarious

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Lonely Boy: "He doesn’t have a friend…and he never will."

Sad Woman: "Because she’ll never find love. She’ll always be alone."

Sad Man: "It’s a sad situation. But not for the local school children. Or some of the local parents."

That’s pretty low. That’s pretty sad. And that’s high comedy.

But when your brow is furrowed and you’re wondering what the heck you’re watching, the resolution happens as if by "accident" when the VO says: "Do you feel sad all of a sudden for no reason?"and the film turns on a dime to the upcoming comedy film festival.

Sad, sad, sad woman.

Chicago Comedy Film Festival

These films knock you down to the emotional ground and then set you back up with a wink, primed and ready for the key message about the upcoming film festival. In fact, priming is a psychological technique defined by Wikipedia as: a technique whereby exposure to one stimulus influences a response to a subsequent stimulus, without conscious guidance or intention. In the case of the films above one might say the sadness (the deep, dark sadness) primes the viewer for the upbeat, positive resolution of going to a comedy film festival. No better time to want to feel upbeat than when you’re about to cry, right?

Now, that last part of the definition, "without conscious guidance or intention," is obviously not in play here. And when you realize what the film is consciously doing–in an over the top way–you get the joke and the message is delivered all the more profoundly.

But there’s another kind of priming going on here.

A comedy brand proves its comedic value.

The fact these spots are hilarious also primes the audience into believing that the film festival will be equally hilarious. The festival could have run flat sounding ads that simply notified people of the upcoming event. But they didn’t.

Instead the festival gave people a taste of what’s to come, a free sample of the vibe, if you will. And, as a result, the viewer’s expectations are set and click-through is more likely. A great lesson for anyone marketing an upcoming event: be the event in your marketing.

Is it bad that I want to see more sadness? Guess I’ll just have to watch these three films again.

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Want to see a few hilarious films marketing the Chicago Comedy Film Festival? How about a few hilarious films from the Chicago Comedy Film Festival that are hilarious but also wildly strategic? And, as an added bonus, that use a psychological trick called “priming”? Well, you came to the right place.

Watch these and I’ll break them down:

“Lonely Boy Yogurt”

“Sad Man”

“Sad Woman”

I’m told these films will run in local theaters, on targeted social media, and as pre-roll targeted digital video, all in the Chicago market.

They knock you down, then set you up.

Let’s just start with just how hilarious these spots are. I know they’re great because–like the movie “Step Brothers”–I can watch them over and over and laugh every time. They are so horribly and hilariously sad, each of them. When you think they can’t get any sadder, they do.

Lonely Boy: “He doesn’t have a friend…and he never will.”

Sad Woman: “Because she’ll never find love. She’ll always be alone.

Sad Man: “It’s a sad situation. But not for the local school children. Or some of the local parents.

That’s pretty low. That’s pretty sad. And that’s high comedy.

But when your brow is furrowed and you’re wondering what the heck you’re watching, the resolution happens as if by “accident” when the VO says: “Do you feel sad all of a sudden for no reason?”and the film turns on a dime to the upcoming comedy film festival.

Sad, sad, sad woman.

Chicago Comedy Film Festival

These films knock you down to the emotional ground and then set you back up with a wink, primed and ready for the key message about the upcoming film festival. In fact, priming is a psychological technique defined by Wikipedia as: a technique whereby exposure to one stimulus influences a response to a subsequent stimulus, without conscious guidance or intention. In the case of the films above one might say the sadness (the deep, dark sadness) primes the viewer for the upbeat, positive resolution of going to a comedy film festival. No better time to want to feel upbeat than when you’re about to cry, right?

Now, that last part of the definition, “without conscious guidance or intention,” is obviously not in play here. And when you realize what the film is consciously doing–in an over the top way–you get the joke and the message is delivered all the more profoundly.

But there’s another kind of priming going on here.

A comedy brand proves its comedic value.

The fact these spots are hilarious also primes the audience into believing that the film festival will be equally hilarious. The festival could have run flat sounding ads that simply notified people of the upcoming event. But they didn’t.

Instead the festival gave people a taste of what’s to come, a free sample of the vibe, if you will. And, as a result, the viewer’s expectations are set and click-through is more likely. A great lesson for anyone marketing an upcoming event: be the event in your marketing.

Is it bad that I want to see more sadness? Guess I’ll just have to watch these three films again.

(Excerpt) Read more Here | 2019-03-29 16:06:00
Image credit: source

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