Frozen Marketing Case Study

FROZENCASE STUDY

LO: TO UNDERSTAND HOW A MARKETING CAMPAIGN LEADS TO FINANCIAL SUCCESS

UNIT AIMS AND OBJECTIVESTo understand how a film is marketed to a target audience across different media forms. This includes:• Understanding how film companies work as a business• Understanding how film companies are funded• Understanding how a new film is marketed• Understanding the rules and regulations which film

companies have to follow• Understanding how various media forms can be used to

promote a new film

KEY CONCEPTSForms and conventions (of media promotional texts)Audiences (defining and targeting a specific audience)Representation (how particular social groups are represented)

ASSESSMENTAnalysis: An analysis of a cross media campaign (1000 words)20 marks (22% of coursework grade)

Production: A film poster OR website for a new film AND a storyboard for a trailer for that film10 marks (11% of coursework grade)

LET’S GET STARTEDSo what is film marketing?

LO: To explore the different ways in which a film can be promoted to a target audience

Task: Bullet point or mind map a list of all of the different ways you can think of that a new film can be promoted to an audience (think about as many new creative methods as possible…)

QUIZ TIME1. What do you think the top 5 highest

grossing films of all time are?

2. How much money do you think the highest grossing film of all time has made?

AND THE WINNERS ARE…Top five highest-grossing films of all time

Avatar - $2.78bn

Titanic - $2.19bn

NEW ENTRY- Star Wars: The Force Awakens - $1.7

NEW ENTRY- Jurassic World - $1.6

Marvel's The Avengers - $1.52bn (£900m)

HOMEWORKFind all of the ways in which Disney’s Frozen was/is promoted to a mass audience. Make a list in your books and include images from some of the campaign

Due in Friday

EXAMPLE CASE STUDY

LO: To explore how the concept of AUDIENCE is a key factor in a promotional campaign

FROZEN TEASER TRAILERhttps://www.youtube.com/watch?v=-WdC4DaYIeQ

WHY START WITH THIS?

QUESTIONS1. Looking at the first trailer released for Frozen, why do

you think they chose that to be their launch teaser trailer?

2. Why do you think Frozen has been such a success?3. How has the marketing campaign for Frozen helped it

reach the number 5 slot of the highest grossing films of all time?

4. How many different groups of people does the campaign appeal to? Explain how it appeals to each group.

5. What is the benefit to a film company of having multiple target demographics as part of their audience?

Extension: Create a 10 shot teaser trailer for Frozen 2

INDEPENDENT RESEARCHYou are going to use the Internet to find out why Frozen’s marketing campaign was so successful. Here are three articles to start you off:

http://www.thedrum.com/opinion/2015/02/03/frozen-frenzy-marketing-lessons-disneys-unstoppable-franchise

http://www.forbes.com/sites/scottdavis/2014/01/15/what-marketers-should-learn-from-disneys-frozen/

http://www.newyorker.com/science/maria-konnikova/how-frozen-took-over-the-world

You should synthesise the information in these articles to help you write your own magazine article on why Frozen was such a box office success.

HOMEWORKHomework: Write a report on

this case study (Frozen) explaining why you think its marketing

campaign was so successful