Marketing
Types of marketing:
- Posters
- Merchandise
- Billboards
- Social media
- Interviews
- Trailers - teaser
- Promotional tours
The movie business is seasonal and cynical:
- Summer
- Christmas
- Long holiday weekends (USA)
Every major Hollywood studio has an internal department for promotion and the resources to promote. The marketing campaign will be cohesive across all media platforms - to maintain brand identity.
Teaser trailer - very little info but 'cool' looking
Theatrical trailer - done by specialist production houses
Official website - builds as release date gets closer and is the start of the internet campaign
Press Junket - press releases, merchandising, media interviews
Few weeks before the release - Publicity Blitz (social media)
Product tie-ins and corporate partnerships
Publicity stunt
How successful was Disney's marketing strategy for the Jungle Book (2016)?
Disney's marketing was very successful as they used a wide selection of advertising in order to accommodate and draw in their intended audience, therefore gaining millions.
Their first marketing stunt consisted of showing teaser, sneak-peak footage from the film, handing out thousands of movie posters, and inviting three stars of the cast to a Disney fan convention. The company wanted to reach the full fledged Disney-philes first, ensuring a very positive initial blast on social media that was pioneered by these 'die-for' fans. Costing them roughly $175 million to make this happen, it proved worth it in the long term.
In order to reach their more older audiences, Disney used their trailers, bloggers, entertainment news sites and celebrity stars to prove the wide span of people that would enjoy the movie. The use of bloggers and entertainment news sites allowed Disney to convey the sophisticated nature and film making techniques adopted through the talking animals. When considering high school crowds and older siblings, Disney made sure the trailers were jam-packed with 'scary' and action filled moments while limiting the musical numbers to a minimum - providing entertainment for both younger and older ages. The large collection of celebrity stars, such as Idris Elba, Ben Kingsley and Lupita Nyong'o, was another way to make adults pay attention. in order to appeal to the minds of grown-ups, Disney circulated photographs depicting the voice actors next to their characters.
The gender blockage when concerning men was dealt with thoroughly, hinting that because female audiences are almost always attracted to anything with a Disney logo, males are much harder to convince. In spite of this, Disney aggressively and repeatedly pitched the movie to male audiences through ESPN portrayal, 3-D trailers and Superbowl trailers. Commercials on ESPN indicated that the movie is coming from the studio that made 'Pirates of the Caribbean', not 'Cinderella', thus forcing a masculine aura unto the movie. The 3-D trailer was played at the ending of 'Star Wars: The Force Awakens', which had an audience that was 58% male. Finally the trailer played at the Superbowl consisted of action-oriented snippets, therefore dragging in that male demographic.
Disney even considered reaching out to Hispanic moviegoers, who tend to buy tickets in particularly large groups - usually large families. To do this, they teamed with Univision for a five-week stunt that brought the movie's characters and clips to telenovelas, talk shows and sports coverage, successfully reaching that Spanish demographic.
Disney went the extra mile to emphasise the scale of the movie. Introducing a Law of the Jungle website in partnership with the female-leaning Tumblr, running special promos at the IMAX theatre, and creating a 360-degrees virtual reality Facebook video to allow audiences to immerse themselves within the world of 'The Jungle Book'. This in total allowed people to get even closer with the characters and setting of the movie, successfully creating more hype surrounding it.
To 'bring it home', Disney even modified their theme parks to accommodate masses upon masses of Jungle Book merchandise as well as sand sculptures, sneak-peak footage and a New Year's Day stunt on the Disney channel used to portray the film as one of the year's first blockbuster offerings for families and children. This happened within the full-to-the-brim spring break weeks, in which parks were filled with hyped Disney fans, that would surely spread the word of the upcoming movie.
Overall, Disney's marketing for 'The Jungle Book' (2016) proved extremely successful as their wide range of tactics and advertising stunts allowed for a gigantic audience demographic to be reached and interested, thus raising $966.6 million in the box office by today.
Their first marketing stunt consisted of showing teaser, sneak-peak footage from the film, handing out thousands of movie posters, and inviting three stars of the cast to a Disney fan convention. The company wanted to reach the full fledged Disney-philes first, ensuring a very positive initial blast on social media that was pioneered by these 'die-for' fans. Costing them roughly $175 million to make this happen, it proved worth it in the long term.
In order to reach their more older audiences, Disney used their trailers, bloggers, entertainment news sites and celebrity stars to prove the wide span of people that would enjoy the movie. The use of bloggers and entertainment news sites allowed Disney to convey the sophisticated nature and film making techniques adopted through the talking animals. When considering high school crowds and older siblings, Disney made sure the trailers were jam-packed with 'scary' and action filled moments while limiting the musical numbers to a minimum - providing entertainment for both younger and older ages. The large collection of celebrity stars, such as Idris Elba, Ben Kingsley and Lupita Nyong'o, was another way to make adults pay attention. in order to appeal to the minds of grown-ups, Disney circulated photographs depicting the voice actors next to their characters.
The gender blockage when concerning men was dealt with thoroughly, hinting that because female audiences are almost always attracted to anything with a Disney logo, males are much harder to convince. In spite of this, Disney aggressively and repeatedly pitched the movie to male audiences through ESPN portrayal, 3-D trailers and Superbowl trailers. Commercials on ESPN indicated that the movie is coming from the studio that made 'Pirates of the Caribbean', not 'Cinderella', thus forcing a masculine aura unto the movie. The 3-D trailer was played at the ending of 'Star Wars: The Force Awakens', which had an audience that was 58% male. Finally the trailer played at the Superbowl consisted of action-oriented snippets, therefore dragging in that male demographic.
Disney even considered reaching out to Hispanic moviegoers, who tend to buy tickets in particularly large groups - usually large families. To do this, they teamed with Univision for a five-week stunt that brought the movie's characters and clips to telenovelas, talk shows and sports coverage, successfully reaching that Spanish demographic.
Disney went the extra mile to emphasise the scale of the movie. Introducing a Law of the Jungle website in partnership with the female-leaning Tumblr, running special promos at the IMAX theatre, and creating a 360-degrees virtual reality Facebook video to allow audiences to immerse themselves within the world of 'The Jungle Book'. This in total allowed people to get even closer with the characters and setting of the movie, successfully creating more hype surrounding it.
To 'bring it home', Disney even modified their theme parks to accommodate masses upon masses of Jungle Book merchandise as well as sand sculptures, sneak-peak footage and a New Year's Day stunt on the Disney channel used to portray the film as one of the year's first blockbuster offerings for families and children. This happened within the full-to-the-brim spring break weeks, in which parks were filled with hyped Disney fans, that would surely spread the word of the upcoming movie.
Overall, Disney's marketing for 'The Jungle Book' (2016) proved extremely successful as their wide range of tactics and advertising stunts allowed for a gigantic audience demographic to be reached and interested, thus raising $966.6 million in the box office by today.
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