You would have thought it was relatively simple for Sony. If you have a product aimed at a certain demographic then your creative and marketing strategy has to engage that audience. Modern marketing requires enhanced and active communications across multiple technology platforms that enables active engagement, sharing, contributing and part ownership. So what went so wrong?
The fundamental principle in modern marketing, that Sony have missed, is that communities need to feel engaged, continually, and actually own the movie - not have the end product marketed to them. The game has changed. People support what they create