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MARKETING A BLOCKBUSTER
Deborah SheppardMarketing Director
Paramount Pictures UK
STRATEGY
CREATIVETrailer, POS, Print,
TV/Radio,Interactive
RESEARCHNRG, FAME, TGI
MEDIA Budget,
targeting TV, press,
radio, outdoor, Interactive
PROMOTIONSLicensed, Media,Retail, exhibitor
PROnline / Offline
MARKETING
MARKETABILITYKey Questions
• Does the film have an exploitable theme?
• Is the cast/director of interest?
• Is it a genre movie?
• Will reviews matter?
SETTING THE MARKETING STRATEGY
• WHAT – is the film – defining genre, what similar films have been released, is it commercial, arthouse – Positioning
• WHO – will it appeal to, who is the Target Audience
• WHEN – Timing is everything
• HOW – do you make your Target Audience aware of the film. How do you make them want to go and see it
WHAT?Genre
Who is your target demographic in terms of Sex – common sense generally prevails!
FEMALE ----------COMEDY---------- MALE Romance Period Suspense Horror Crime Action
Sci Fi
WHO?
WHO is the target audience
- Are they men/women?- Are they upscale/down market?- What age are they?- What is their media consumption?
- What do they do?
WHEN?
• When – is the best date for the film?
• When – can/should the marketing start?
HOW?
• How – do we raise awareness and interest?
• How – do we establish what trigger points there are?
STAR TREK
2008Sci-Fi ChannelAvg rating: 0.02Individuals: 13k
£49.9m total UK box office
2008Virgin1
Avg rating: 0.14Individuals: 77k
2008Virgin1
Avg rating: 0.18Individuals: 105k
2008Virgin1
Avg rating: 0.09Individuals: 52k
2008Virgin1
Avg rating: 0.16Individuals: 90k
Last two Star Trek films at the box office
Star Trek: Nemesis (2003)Star Trek: Nemesis (2003)
Star Trek: Insurrection (1999)Star Trek: Insurrection (1999)
Box office: Opening w/end (£2.7m) Lifetime (£7.7m)Age: 7-14(6%) 15-19(10%) 20-24(11%) 25-34(29%) 35+(44%)Sex: Male (66%) Female (34%)Class: ABC1 (60%) C2DE (40%)Core audience: 25+ adults (male skew)
Box office: Opening w/end (£2m) Lifetime (£4.8m)Age: 7-14(6%) 15-19(9%) 20-24(16%) 25-34(23%) 35+(46%)Sex: Male (60%) Female (40%)Class: ABC1 (64%) C2DE (36%)Core audience: 25+ adults (ABC1 & male skew)
Star Trek Selling Points
The passion & vision of JJ Abrams
“
A complete re-invention of an iconic property
Completely new cast portraying much-loved
characters
Supreme production values
* Quote from Paramount Star Trek Roadshow, 2008
Building the audienceThe bullseye Star Trek fan…
IF this was just another Star Trek sequel, not the biggest blockbuster of the summer
25+ male sci-fi fans (Trekkies)
Mean age = 42
ABC1 skew
Married
No children in household
Love to buy new gadgets (199 index)
Influenced by internet reviews (172 index)
First place I look for info is internet (159 index)
I am introverted (142 index)
Know what the Kobayashi Maru is
Speak fluent Klingon
Cringe whenever a red shirt enters the screen
NOT traditionally drivers of strong blockbuster performance
Making Star Trek the Biggest Blockbuster
MINIMISE
LEGACY (STAR TREK)
CONTEXT (SCI FI)
RETRO FEEL
INSULARITY (TREKKIES)
MAXIMISE
NEW CAST
ACTION/VISUAL EFFECTS
CUTTING EDGE COOL
UBIQUITY
SPECTACLEGEEK FEST
JJ ABRAMS’ STAR TREK
Like these…
Iron Man (2008)
Transformers (2007)
Box office: Opening w/end (£8.7m) Lifetime (£23.3m)Age: 7-14(20%) 15-19(18%) 20-24(14%) 25-34(22%) 35+(26%)Sex: Male (69%) Female (31%)Class: ABC1 (59%) C2DE (41%)Core audience: Males of all ages (15-34 skew)
Box office: Opening w/end (£5.5m) Lifetime (£17.2m)Age: 7-14(17%) 15-19(19%) 20-24(18%) 25-34(17%) 35+(29%)Sex: Male (71%) Female (29%)Class: ABC1 (63%) C2DE (37%)Core audience: Males of all ages (15-34 skew)
Therefore
CORE AUDIENCE
12-34 Males
SECONDARY AUDIENCE
All adults
12-34 male adventurous innovatorsAudience potential = 875k
Their mediaWho they are
Core Audience Analysis
What they think
People come to me for advice before buying
(727 index)
Really enjoy going out to get drunk (615 index)
I spend a lot on clothes (547 index)
Prefer to be active in my leisure time (350 index)
Like different people, cultures etc around me
(320 index)
Mean age = 24
High student index (305)
Single (247 index)
Renting (141 index)
Greater London skew (175 index)
Light TV viewers (Interactive TV is a good
idea (361 index))
Light radio listeners
Heavy poster exposure (Often notice the ads at bus stops (664 index))
Heavy internet users
Heavy newspaper readers
Light magazine readers
Media Rationale
‘‘The future of blockbusters’The future of blockbusters’‘‘The future of blockbusters’The future of blockbusters’
Broadly targeted (male skew)
Spectacular
Inclusive
Media Strategy Summary
• Associate with cool, iconic properties
• Dominate with impactful placements, formats and creative
• THE most anticipated film.
Media mix
Star Trek: Event TV focus
Dominating outdoor
Innovative online
Press Mags TV Radio
OOH Online Other
Phasing-2 -1 Release +1 +2 +3
Weeks
Blockbuster launch
Multi-media, concentration on A/V capability
Large formats, sense of scale
Promotions/premiere
16-34 Men
Blockbuster fans
Male-skewed media
Promoting word-of-mouth
Phasing-1
year-6
months
-2 -1 Release +1 +2 +3
Weeks
IN-cinema/publicity(Jan 08)
Main POS/trailers (Nov 08)
Blockbuster launch
Multi-media, concentration on A/V capability
Large formats, sense of scale
Promotions/premiere
Film fans/cinema goers
16-34 Men
Blockbuster fans
Male-skewed media
Promoting word-of-mouth
CREATIVE
Cinema Posters and Trailers
Usually the first visual material
• Teaser trailer first appeared Jan ’08
• Teaser poster first appeared Nov ‘08
Trailer - Teaser
• Regular trailer first appeared Nov ’08
• Regular poster first appeared Apr ‘09
Trailer - Regular
TV Spots
• Extensively researched• Spots cut for specific programmes /
audiences• Weight of TVRS
Creative
96 Sheet
Creative
Banner
Creative
Backlit 96 sheet
Creative
ITV pre-rolls
Creative
Lost roadblock
Creative
Fringe roadblock
Creative
IMDB Competitive targeting
Creative
IMDB homepage takeover
Creative
Sky Sports “Superheader”
Creative
Yahoo homepage takeover
Interactive
• Teaser & official website
• Downloads (buddy icons, games, wallpapers, email signatures)
• Augmented webcam experience
• Fan Kit for sites
Interactive
• Social media fan groups (official Facebook movie page, Myspace Become a Friend)
• Social media widgets
Interactive
• Sony PS3 Home partnership (virtual Q & A, Avatar competition)
• Mobile content and gaming
• Video game
• iPod Applications/games
PUBLICITY
• Feed the Fans (set visits, blogs)
• Broaden the horizons (film mags, cinema goers)
• Boldly go where no Trek has gone before – true Blockbuster PR (Junket/Premiere)
PROMOTIONS
• Licensing• Third parties• Retail• Media • Screening Programmes – Word of Mouth• Online• Exhibitor• Film Education
Licensed
Third Party Promotions
Retail Promotions
Media Promotions
Word of Mouth Screenings • Vue Secret Screenings - 30 nationwide screenings - Generated positive buzz on social networking sites such as Twitter, Facebook, etc - Over 80% attendance
• Heat Screenings - 20 nationwide screenings - 85% attendance
On-line Promotions
Exhibitor Promotions
Film Education – Interactive CDRom
Film Education - Poster
SUCCESS OR FAILURE?
• Amazing word of mouth
• Phenomenal critical reviews
• Enhanced sustaining campaign
£20M
and still counting!