• Nearly a decade after The Lord of the Rings
hit theaters, Warner Brothers released the
first installment of The Hobbit. It was the 15th
film to gross over $1 billion worldwide.
• Despite all the hype and marketing,
the filmmakers went through
extraordinary lengths to hide the
film’s antagonist, Smaug. We never
saw him on film!
By using suspense,
• Capture audience
• Build tension
• Create anticipation
•So what does this have to do with
To successfully build suspense, you
should use an editorial calendar. Only
with a long-term plan can you build up
future events, products, and services.
• Alluding to something in the future will catch
your audience’s attention. Be sure to be unique
with each hint, as repetition causes boredom.
• You are in control of your brand’s story and
image. Create a narrative that lifts the
audience along and keeps them waiting for the
next big announcement
• It’s vital to live up to your own hype. If your
brand can’t match marketing hype, then
future suspense campaigns won’t succeed. Be
realistic with your advertising, then exceed
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