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Kate Walker 1
Harry Potter and the Half-Blood Prince
The 6th Installment of the Harry Potter Series
Released by Warner Brothers Studio
on July 15, 2009
Kate Walker 2
All About Harry Potter
Became the highest-grossing film franchise in September 2007, after release of HP 5
HP 6 has a “complicated story”, but producer is willing to embrace the story
HP 6 release date was pushed back to ensure summer blockbuster status
Kate Walker 3
Harry Potter 6 Facts
Daniel Radcliffe, Emma Watson, and Rupert Grint all return
Will be released simultaneously in 100 IMAX 3-D theaters
Quidditch returns to the series in this film 2 extra scenes not in the book were added to
the film First to be rated PG-13
Kate Walker 4
Box Office Numbers for Harry Potter Series
HP 1: US Gross- $317,557,891 HP 2: US Gross- $261,987,880 HP 3: US Gross- $249,538,952 HP 4: US Gross- $290,013,036 HP 5: US Gross- $292,004,738
Kate Walker 5
HP 6 in the Media
Trailers were first released in November Articles in many international and
American media outlets Release of still photo scenes from HP 6 Book tour promotes movie as well
Kate Walker 6
SWOT Analysis
Kate Walker 7
Strengths Warner Brothers produces well-known movies Big-time celebrities are associated with this studio –
willing to speak on its behalf Brand loyalty, fan loyalty, and television presence of
Warner Brothers Studios Studio owns rights to many lucrative films – generate
large revenue Series loyalty for Harry Potter Characters and storyline of film are geared towards its
main, money-making audience Harry Potter brand loyalty – positive image in market
Kate Walker 8
Weaknesses
Series is targeted towards only younger audiences and ignores older audiences
Possible negative actions of main actors Keep to the well-planned path of the series Abstain from smaller, less lucrative movie
productions
Kate Walker 9
Opportunities
Ability to draw media attention from the book series and all the related publicity
Cross promotional opportunities with other companies
Trends: instilling a movie following early in life
Possible spin-off movies of the Harry Potter series
Kate Walker 10
Threats
Other successful studios Other “tween” Sci-Fi series – Twilight Change in directors/producers between
movies within the series
Kate Walker 11
Objectives
Increase media coverage of the film, especially among international audiences
Ensure that stars of the movie are portrayed positively, especially near the release date
Increase box office revenue from last film
Kate Walker 12
Audiences
Viewers aged 8-22 Shareholders of Warner Brothers Parents of “tween” population
Kate Walker 13
Messages
Stars of the Harry Potter series are positive role models for the youth of today
Harry Potter and the Half-Blood Prince is the best Harry Potter film yet
Kate Walker 14
Strategies and Tactics
Kate Walker 15
Continually inform media of film progress
Weekly press releases Daily blog postings from Warner Brothers Interviews with the director and producer Press conferences Launch event for the press
Kate Walker 16
Portray film positively in media
Continue to release selected still shots of influential and entertaining scenes
Make sure that if anything is behind schedule, that there are legitimate reasons
Send out a statement saying that the PG-13 rating is not a negative thing
Issue positive statements when necessary to shed positive light on the company and the film
Kate Walker 17
Get the stars in the media Schedule personal, deep interviews with the
teen stars Do fan “meet ‘n greet” at movie theaters as
part of a media tour Speak with the teen stars about personal
conduct on and off the set Encourage them to attend popular
Hollywood events to further promote the movie
Kate Walker 18
Send information to international media outlets
Send press releases internationally International media tour to visit countries
such as Britain and Japan Make sure there is a contact in every
country that has Harry Potter fans Invite international contacts to a press-only
launch event for the movie
Kate Walker 19
Crisis Plan
IssueOn July 10, 2009, just days before the release of the 6th installment of the Harry Potter series, Rupert Grint, who plays Ronald Weasley, is caught giving the finger to a camera in downtown London. The picture was then posted on people.com, as well as multiple blogs. There was also a videotape made of him yelling at the press and then giving the finger, which has already been posted on youtube and received over 6,000 hits. Executives at Warner Brothers are worried what this might do to the prospects for the film, as Grint plays such a significant role. The executives are afraid that the bad publicity is already affecting the pre-sales and the sales of the midnight showing of the movies.
Kate Walker 20
Action TakenThe video was immediate flagged by the studio as inappropriate content and was removed from the youtube website. People magazine was contacted and Grint has submitted a formal apology to the magazine addressed to the public for his lewd behavior, which People has published online and will publish in the beginning of their next issue. In his statement, he apologizes profusely, saying that his behavior was inexcusable, and that he is ashamed for doing it. He promised to apologize individually to the reporter who he gave the finger to. Grint also promised it would never happen again. We scheduled Grint a press conference, during which he again apologized to the public for his behavior, mentioning that he and the reporter got into an argument, but he still had no right to act like that towards anyone. Since the press conference, Grint has been only in the news for positive occasions, such as volunteering at an animal shelter downtown.
Kate Walker 21
ImpactOur quick response allowed Grint to save face, and to save the image of the movie and the stars of the movie. Grint’s apology will be published and televised, showing the world that he truly is sorry for what he did. His face-to-face apology to the reporter was also caught on tape and has been aired on the E Hollywood News. This tape shows Grint as visibly remorseful. This small issue also brings extra media attention to the movie. Luckily, the negative impact of this event has been significantly decreased, and the movie will persevere in the box office and gather a large revenue.
Kate Walker 22
References http://www.the-numbers.com/movies/series/Harry
Potter.php http://www.guardian.co.uk/film/2007/sep/11/jkjoa
nnekathleenrowling http://www.mtv.com/movies/news/articles/160992
6/story.jhtml http://www.telegraph.co.uk/culture/books/harry-p
otter/5160902/Daniel-Radcliffe-prepares-for-Harry-Potter-screen-kiss.html
http://www.imdb.com/title/tt0417741/trivia