The lead producer, David Stone, committed to spending money on a second tryout of the overhauled show in Washington, and then provided hundreds of free tickets to Broadway tastemakers during preview performances last spring in hopes that they would spread positive buzz.
BuzzFeed's business is helping publishers like Time, the Huffington Post, brands like Viacom or ad agencies spread the buzz.
The company has strategically used social media to spread the buzz on their small online shop...and it has worked.
The movie, about two parents who are struggling to conceive a child when a boy magically grows in their backyard, opened Wednesday in an effort to spread positive buzz about the film before the crowded weekend.
But anyone who has attended a Sundance festival knows that it is wiser to wait and see the films before spreading the buzz.
The "word of mouth" department will function as a publicity-promotional arm of the company, spreading commissioned buzz through chat rooms across the planet and through old-fashioned human interaction.
Beginning in the nineties, with films like "Pulp Fiction," "Life Is Beautiful," and "Shakespeare in Love," Weinstein was relentless and cunning in his hunt for Oscar votes: lobbying at a show-biz retirement home, hiring armies of publicists, and (supposedly) spreading bad buzz about rival films.
AOL is getting some help spreading the buzz from New York City startup BuzzFeed.
The buzz spread quickly on social media.
But its producers believed that their show would become known as memorable entertainment if buzz spread among enough so-called Broadway taste-makers — who, in the case of "Memphis," were not the usual critics, bloggers and veteran theatergoers, but instead African-American ministers, choir directors and black women.
Seating in the hall is limited to ensure optimum sight lines for the cameras, and those cameras do not always capture the political buzz spread through a student union, nor a university's specially designed curriculum, or even the related events throughout the host city.
