Paranormal Activity 2

paranormal_activity_2_trailer

Paranormal Activity has been positioned as a scary movie when Paranormal Activity 1 was initially introduced in 2009.  This Halloween I had a chance to watch this movie in theater. Paranormal Activity 2 is definitely a “line extension” where the producer sees good response and wish to generate even more revenue by introducing the already existing line. The reason Hollywood is able to grow this line extension is the strength, equality, and value in the brand of Paranormal Activity. This is not just a movie, it also offers an assortment of t-shirts, long sleeves, hats, and posters. They develop the product mix of apparels because Hollywood want to grow their profit by diversifying revenue from different places. Also, they might want to target different market segment, such that some people might be frightened to watch the movie, but love to posses some accessories.