Upload
gwenggy
View
146
Download
3
Tags:
Embed Size (px)
Citation preview
HYPEi n t h e m o v i e i n d u s t r y
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
0
5
10
15
20
25
30
2005 2006 2007 2008 2009
8.8 9.2 9.6 9.6 10.6
14.316.3 16.6
18.1
19.3
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 decision
Consumer Decision Process
Social Influence and Peer Pressure
Response process towards movie advertising
Traditional Hierarchy Models
Alternate 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 Knight
Why 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 record
Weaknesses
• Death of Heath Ledger
Opportunities
• Death of Heath Ledger
• Strategic timing of film release
Threats (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
sequel
Marketing Communications
• Generate anticipation for the movie by creating buzz
SOSTAC
Objectives
Message
• Appeal to the inner child within the target audience
Media
• 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
T a 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
0 20 40 60 80 100 120 140
Very Unimportant
Unimportant
Neutral
Important
Very Important
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
I would not have
caught it on the
first weekend
I would have still
caught it in the
first weekend
I would still
watch it
I would not have
watched it at all
129
24 21
0
Impact of the campaign on respondents decision
Key Research Findings Summary
All the time0%
Most of the time3%
Sometimes50%
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.