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MARKETING A BLOCKBUSTER
Deborah SheppardMarketing Director
Paramount Pictures UK
Audience
CORE AUDIENCE
12-34 Males
SECONDARY AUDIENCE
All adults
WHEN?
• When – is the best date for the film?
May 09
• When – can/should the marketing start?
Over a year prior to release (teaser trailer Jan 08).
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
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 officeFinancial Flops!!!
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)
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.
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
£6m opening weekend figures in UK
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