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April 19, 2013
Marketing Case StudyThe Woman in Black
(James Watkins, 2012)
Produced by Hammer Film Productions
Budget $15m
Distributed by Momentum Pictures
Total P&A budget 3.3m2m on advertising alone
Box Office takings $127.7m
Marketing: Key Questions
1) What is it?
2) Who is it for?Campaign Objective
PositioningA classic ghost story for all ages; delivering chills and thrills in abundance.
Engage fans of the book, the pla, Daniel Radcliffe / Harry Potter, Supernatural chillers.
Sell the spooks , scares and quality of the film.Target a broad audience through advertising, publicity and promotions.Position the film as a block buster
3) How and when will we reach them?
April 19, 2013
Campaign Overview
Social Media outreach – production stage
Phase 1 teaser campaign -‐ THE KINGS SPEECH DVD
Phase 2 teaser campaign – HARRY POTTER
Main cinema campaign – Halloween
Advertising campaign – January
Premiere – February
Film released – Feb 10
Sustain advertising – post release
MAIN CAMPAIGNWhat's the difference?
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HALLOWEEN COMPETITION
STAR INPUT
AD CAMPAIGN
What media do they consume?
Young Adults
Broader Audience
April 19, 2013
TV ADVERTS 6 SHEET
LARGE FORMAT PRESS
RADIO
ONLINE
PUBLICITY CAMPAIGN
WORLD PREMIEREDANIEL RADCLIFFE
April 19, 2013
PUBLICITY CAMPAIGN
SCHOOL ACTIVITY
BOOK ACTIVITY
THE PLAY
PUBLICITY CAMPAIGN
ONLINE CAMPAIGN
SOCIAL MEDIA
April 19, 2013
PUBLICITY CAMPAIGN
Position Daniel Radcliffe outside of his role in Harry Potter
Sell the heritage of the film to upmarket audiences.
Media interviews with cast, filmmakers and Susan Hill.
Host Worldwide Premiere in London.
Royal Festival Hall.Audience of 2000. fans. World's mediaFirst time for finished film screening.
500 interviews in different countries
Random House publishing a tie-in edition of book. 30,000 copies in Telegraph.
Anything new published online for over a year.
Promoted the film at the play.
Social media as backbone for attracting a teen audience. Used FB to weak news stories and reward fans.88,000 followers on FB and 5,500 on Twitter.
Tap into school curriculum - get teachers to take their classes.
Publicity Campaign
Star The Play
WorldPremiere
Book activity
School activity
Social media
Onlinecampaign
How do the following factors help increase publicity for the film?
April 19, 2013
PUBLICITY CAMPAIGN: THE RESULT
THE WOMAN IN BLACK 2
Bigger than The Muppets on
opening weekend
Record breaking box office result ($20m
during opening weekend)
Book in Top 10
The highest-grossing British horror film in 20 years.
