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Gwen Goh - Final Year Project
Citation preview
HYPEi n the mov ie indust ry
Presented by: Goh Guan Yi Gwen (UB No. 08028639)
• Worldwide box office for all films reached US$29.9 billion in 2009, a 7.6% increase from 2008
The U.S. Movie Industry
2005 2006 2007 2008 20090
5
10
15
20
25
30
8.8 9.2 9.6 9.6 10.6
14.316.3 16.6
18.119.3
US/Cananda International
Marketing expenditure for a movie can cost as high as
50% of the production costs.
What is
Hype?
Dictionary:‘Deception’, ‘A confidence trick’ or ‘A publicity stunt’
Scholars:‘Mechanism to stimulate an atmosphere of excitement or
enthusiasm’
Responses from exploratory pilot study: ‘To amplify and make something bigger than it really is’
‘Excessive publicity’
‘Bring up the energy to a very high level’
‘A sense of excitement that intrigues your motivation towards accomplishing something’
• Opening weekend sales– Representation of the motivational power
of an effective marketing campaign to convert hype and anticipation for a movie into ticket sales.
• Buzz– Where hype is present, there must be
significant word-of-mouth or buzz.– Buzz is a dominant force in building hype
Indicators of Well-Hyped Movies
Hypothesis
Marketing campaign effectiveness for movies in the 21st century revolves around hype; hype is critical in the formation of demand for a movie before its release and it also determines the overall success of the movie.
Making a purchase decisionConsumer Decision Process
Social Influence and Peer Pressure
Response process towards movie advertisingTraditional Hierarchy ModelsAlternate Hierarchy Models
Consumer Involvement Theory (Adcracker.com)
Literature Review
• Decision to watch a movie do not follow a sequential thought process .
• Response process towards movie advertising varies amongst consumers.
• Selection of the movie to watch is based on emotional reasons rather than
logic.
• The strong social component in movie validated the influential power from
social groups.
• Consumer involvement theory is the most relevant and practical.
– Movie as a product: Low involvement / emotional
Literature Review Summary
Hype creation goes beyond traditional marketing.
The Dark KnightWhy So Serious Campaign
SOSTAC Analysis
• The campaign was concentrated in the U.S. market.
• Primary target audience are mainly Batman fans.
• Secondary target audience are comic books fans or people who like super hero films.
SOSTAC Situational Analysis
Economic• Launched during 2008 subprime mortgage crisis.Social culture• Hollywood has a significant cultural impact
worldwide.• Going to the movie is a lifestyle activity for
Americans.Technology• Filmed in 2-D rather than 3-D.
SOSTAC Pest Analysis
Strengths• Proven track recordWeaknesses• Death of Heath LedgerOpportunities• Death of Heath Ledger• Strategic timing of film releaseThreats (Potential)• Movies launched near the same
period
SOSTAC SWOT Analysis
Marketing • Drive ticket sales• Dominate box office sales• Surpass gross revenue record of its 1st batman
sequelMarketing Communications• Generate anticipation for the movie by creating
buzz
SOSTAC Objectives
Message• Appeal to the inner child within the target
audienceMedia• Online and offline element• Alternate reality game• Form deeper engagement with audience• Enhanced realism of The Gotham City
SOSTAC Strategies
SOSTAC Tactics• Outdoor ad buys• Fictional websites• Leveraging on Comic Con
Exhibition• Rallies for Harvey Dent• Scavenger hunts• Collaboration with Domino• Collaboration with Nokia
S O S T A C Ta c t i c s
Tasks list at www.whysoserious.com
Gotham Police Department
Gotham Cab
Gotham Unified School District
Gotham National Bank
@ Comic Con Convention 2008
SOSTAC Action
• Campaign was launched in May 2007, slightly over a year before the movie’s release in July 2008.
• Rolled out in multiple phases, each with a different objective.Pre-Phases– First aim was to create a general awareness of
the movie.– Participants with Joker make-up roamed the
streets.ARG– Rise of the Joker– Campaigning for Harvey Dent– Uncovering cell phones in cakes– Scavenger hunts
SOSTAC Control
• Campaign activities were limited within the confines of the U.S.– More variables can be controlled– Ground staff could be easily mobilized
• Well-thought out activities to minimized possibilities of causing harm and disruption.
• Buzz
Source: http://www.hollywoodchicago.com
Results for ‘Why So Serious’ campaign
• Over 100,000 email submissions• Over 10,000 videos and pictures• Over 2,000,000 website visitors• Over 2,000,000 unique downloads of
The Dark Knight preview trailer• Over 70,000 phone calls
“One of the most interactive movie-marketing campaigns ever hatched by Hollywood”
- LA Times, March 2008
Objectives• Determine if hype marketing
done before the movie is critical in the formation of demand and whether it has a direct impact on the success of the movie as the top grossing movie for opening weekends of all times.
Research Design• Online survey• Targeted at US respondents
from The Dark Knight’s Facebook page.
• Sample size of 200• Qualifier question – Have you
watch The Dark Knight?
Method• Structured, close ended
questions• ‘Others’ options were given
when applicable
Primary Research
Very Unimportant
Unimportant
Neutral
Important
Very Important
0 20 40 60 80 100 120 140
2
12
1
38
121
3
6
20
87
58
79
88
5
2
0
0
1
5
79
89
Importance of factors leading to participation of campaign
The love for the Batman sequel
Convenience of taking part
Meeting other Batman fans
The Company of Friends
Key Research Findings Summary
Key Research Findings Summary
129
24 210
Impact of the campaign on respondents de-cision
Key Research Findings Summary
Most of the time3%
Sometimes51%
Rarely39%
Never8%
Frequency of catching movie on the first weekend
• Time
• Restriction of sample method
• Unrepresentative sample size
Research Limitations
Conclusion
Putting the Campaign into Perspective
• Hype creation goes beyond traditional marketing– Marketing traditional assets in unconventional way
Using Comic Con to release movie trailers.
• Motivation for tickets purchase stems from emotional aspect– Majority follow a ‘FeelThinkDo’ process.
Introduce arousing elements to get the target audience to be emotionally engaged
• Implication of the nature of movie (as a product)– Strong social component: Introducing social component into
the campaign Leverage on core target audience to reach out
– Low involvement: Consumers engagement may be a challenge Roll out multiple phases of activities
Strategic Recommendation
Hype Creation for Movies
Low involvement product; high involvement marketing.
Intense level of interactivity. Strong social component.
Relevance to target audience.
Questions?
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