The Movie: Devil's Due can best be summed up as an inferior rehash of much better movies, not least Rosemary's Baby and Paranormal Activity, from which the movie "borrowed" (read: plagiarised) heavily. A by-the-numbers cash in on a popular genre, it represents all that is lazy about corporate film production. The Campaign: After a standard fare campaign of teaser and complete trailers, 20th Century Fox pulled a trick out of the bag - using an animatronic baby in a pram on the streets of New York, they scared the hell out of unwitting passers-by in the city. The videos went viral on YouTube, gathering over 20 million viewers in a short space of time. It was certainly a case of the campaign being far better than the movie itself. Effectiveness: Despite a terrible reception from the critics, Devil's Due went on to earn over 4 times its admittedly modest budget of $7 million. There's perhaps little doubt that much of this was down to the viral marketing campaign.
