2016 cornetto trilogy compressed

Marketing, Audience + Marketing, Audience + Convergence:Convergence:

The World’s End +The World’s End +The Cornetto Trilogy (and Paul!)The Cornetto Trilogy (and Paul!)

CONVERGENCECONVERGENCEA term to describe the blurring of once A term to describe the blurring of once

distinct boundaries between technologies distinct boundaries between technologies and media:and media:Both Warp and WT are TV producersBoth Warp and WT are TV producersThe Marvel Universe another eg of that!The Marvel Universe another eg of that!The smartphone is now a filming device The smartphone is now a filming device

(Tangerine shot on an iPhone) and screen, (Tangerine shot on an iPhone) and screen, plus source of illegal downloadingplus source of illegal downloading

Games consoles are entertainment centresGames consoles are entertainment centresConsumers and prosumers can access high-Consumers and prosumers can access high-

level filming and editing kit (Macs and FCPX; level filming and editing kit (Macs and FCPX; 4K DSLRs like Sony A58 and GoPro)4K DSLRs like Sony A58 and GoPro)

SOCIAL MEDIASOCIAL MEDIAConvergence is also a process of blurring Convergence is also a process of blurring

the line between audience + producer: the line between audience + producer: Snakes on a Plane!Snakes on a Plane!

Marketing begins much sooner now and Marketing begins much sooner now and continues long after release (eg rom-com continues long after release (eg rom-com pages post updates on facebook on pages post updates on facebook on Valentines/Mothers/Xmas Day!)Valentines/Mothers/Xmas Day!)

Fan-made videos and ‘UGC’ (user-Fan-made videos and ‘UGC’ (user-generated content) is central to marketinggenerated content) is central to marketing

DIGITISATION + DISRUPTIONDIGITISATION + DISRUPTIONPiracy has been made much easier with Piracy has been made much easier with

digitised media – most of you have done digitised media – most of you have done thisthis

Digitisation also undermines age rating Digitisation also undermines age rating restrictionsrestrictions

DVD region coding is also easy to get DVD region coding is also easy to get aroundaround

In theory disruption of digitisation should In theory disruption of digitisation should level the playing field for Indies and level the playing field for Indies and newcomers newcomers ……

BBut this is debatable!ut this is debatable!

Why study Cornetto trilogy?Why study Cornetto trilogy?Lots of great examples of marketing, Lots of great examples of marketing,

including online + UGC, + even an NBC-U including online + UGC, + even an NBC-U second screen app for iPadssecond screen app for iPads……

SotD + Hot Fuzz both low budget WT2 SotD + Hot Fuzz both low budget WT2 hits, countertypical WT in some ways (so hits, countertypical WT in some ways (so also consider Bridget Jones)also consider Bridget Jones)

HHybridity ybridity World’s End a relative flop: it misjudged World’s End a relative flop: it misjudged

the audience!!!!the audience!!!!Paul (not in trilogy but same leads) a more Paul (not in trilogy but same leads) a more

typical WT egtypical WT eg

Why was Shaun successful?Why was Shaun successful? Main detail/focus on Worlds End as more recent, but Main detail/focus on Worlds End as more recent, but

this is important contextthis is important context Budget just £2m but $30m global, 16 countriesBudget just £2m but $30m global, 16 countries UK leads at that time known through sitcom Spaced, UK leads at that time known through sitcom Spaced,

no real star factorno real star factor Smart triple hybrid: zom-rom-com; poster tagline Smart triple hybrid: zom-rom-com; poster tagline

pushed this: ”a romantic comedy pushed this: ”a romantic comedy … with zombies!”… with zombies!” HHorror for guys, rom for galsorror for guys, rom for gals Universal’s distributionUniversal’s distribution Early, innovative online marketing by WT themselves: Early, innovative online marketing by WT themselves:

commissioned web designers RedBerry who came up commissioned web designers RedBerry who came up with Shaun of the Dead Space Invaders: retro, with Shaun of the Dead Space Invaders: retro, nostalgia for older audience + fun novelty for younger nostalgia for older audience + fun novelty for younger tootoo

Shaun PosterShaun Poster The central genre being The central genre being satirised was familiar and satirised was familiar and successful (just think of successful (just think of The Walking Dead now!)The Walking Dead now!)

The inclusion of the blonde female was significant, boosting The inclusion of the blonde female was significant, boosting female appeal (identification, as the uses + gratifications model female appeal (identification, as the uses + gratifications model outlines) as well as exploiting male gaze or sex appealoutlines) as well as exploiting male gaze or sex appeal

Why was Hot Fuzz successful?Why was Hot Fuzz successful? Still WT2 but the budget doubled, enabling effective Still WT2 but the budget doubled, enabling effective

stunts + SFX including explosionsstunts + SFX including explosions The oo-ar Cornish accent was difficult!!!The oo-ar Cornish accent was difficult!!! Again, the film satirised a well-known AMERICAN Again, the film satirised a well-known AMERICAN

genre, the cop buddy movie (which more recently genre, the cop buddy movie (which more recently has been revived with The Heat and 22 Jump has been revived with The Heat and 22 Jump Street)Street)

The Cornetto Trilogy concept boosted marketingThe Cornetto Trilogy concept boosted marketing Simon Pegg’s growing fame Simon Pegg’s growing fame WT again getting involved in marketing, not leaving WT again getting involved in marketing, not leaving

it to distributor: Hot Fuzz Pacman used the same it to distributor: Hot Fuzz Pacman used the same effective trick as before! Sites for both movies also effective trick as before! Sites for both movies also featured lots of video clips with Pegg and Frost featured lots of video clips with Pegg and Frost talking directly to the audience through on-set talking directly to the audience through on-set diariesdiaries

International International marketing could marketing could highlight the action a highlight the action a still low but higher still low but higher than SotD budget than SotD budget allowedallowed

The clearly anchored The clearly anchored genre ensured the genre ensured the British slang of ‘fuzz’ British slang of ‘fuzz’ wasn’t an issue for wasn’t an issue for international international audiencesaudiences

The Cornetto Trilogy wasn’t yet being named (it The Cornetto Trilogy wasn’t yet being named (it would be for The World’s End) but the link with SotD would be for The World’s End) but the link with SotD was a major marketing element; the franchise was a major marketing element; the franchise workedworked

By this stage there was a lot of UGC By this stage there was a lot of UGC and fan artand fan art

The cop buddy movie has a long, The cop buddy movie has a long, well-recognised heritage and well-recognised heritage and continues to thrivecontinues to thrive

After SotD/HF: PaulAfter SotD/HF: PaulSimon Pegg was now becoming a star in Simon Pegg was now becoming a star in

the US and internationally, playing Scottie the US and internationally, playing Scottie in the Star Trek reboot a big step upin the Star Trek reboot a big step up

Paul took $98m from a $40m budgetPaul took $98m from a $40m budgetA-lister Seth Rogen and a US setting A-lister Seth Rogen and a US setting Safe genre ground, the ET-like sci-fi (+ a Safe genre ground, the ET-like sci-fi (+ a

road movie plus comedy, with a little road movie plus comedy, with a little romance too)romance too)

Tie-ins such as the Tango campaign Tie-ins such as the Tango campaign boosted the film, something Warp cannot boosted the film, something Warp cannot benefit from (the 15/R ratings also kept benefit from (the 15/R ratings also kept this acceptable for corporate brands)this acceptable for corporate brands)

After SotD/HF: PaulAfter SotD/HF: PaulWT have produced many movies which WT have produced many movies which

are set in the US and features only are set in the US and features only American characters, and have minimal American characters, and have minimal ‘Britishness’‘Britishness’

United 93, Green Zone, Frost/Nixon and United 93, Green Zone, Frost/Nixon and Coen Brothers movies like The Big Coen Brothers movies like The Big LebowskiLebowski

They have also used the reverse trick of They have also used the reverse trick of an American ‘fish out of water’ in England an American ‘fish out of water’ in England (Wild Child, Notting Hill)(Wild Child, Notting Hill)

A major tie-in campaign, Tango had a video campaign, a A major tie-in campaign, Tango had a video campaign, a Facebook campaign & echoed the edgy humour of the 15/R Facebook campaign & echoed the edgy humour of the 15/R rating (18/NC-17 would have been too far!): rating (18/NC-17 would have been too far!): too much Tango too much Tango made me probe an alienmade me probe an alien. Its debatable if Tango were targeting . Its debatable if Tango were targeting younger teens with cut-out downloadable mask jpgs + colouryounger teens with cut-out downloadable mask jpgs + colour

Links with specific cinema chains is a tactic used successfully Links with specific cinema chains is a tactic used successfully with World’s End toowith World’s End too

Marketing techniques:Marketing techniques:

Intertextuality with an Intertextuality with an older movie for an adult older movie for an adult audience audience (Close (Close Encounters of the Third Encounters of the Third Kind);Kind);Moderately rude humour Moderately rude humour also in the tagline;also in the tagline;US A-lister;US A-lister;Linking to Hot FuzzLinking to Hot FuzzValentines Day release Valentines Day release to make it a date movie + to make it a date movie + boost female appealboost female appeal

A clear genre + concept that communicates A clear genre + concept that communicates well internationally; Pegg and Frost aren’t well internationally; Pegg and Frost aren’t the key selling point internationallythe key selling point internationally

Director as Director as marketing toolmarketing tool

Linked to hit US Linked to hit US comedy Superbad comedy Superbad through the director through the director (Greg Mottola); his (Greg Mottola); his name not used, just the name not used, just the filmfilm

Unrated US releases Unrated US releases are common to provide are common to provide edgier material + edgier material + motivation to buy the motivation to buy the DVD editionDVD edition

Genre-ledGenre-ledAs for other As for other international markets, international markets, some US marketing some US marketing didn’t use images of didn’t use images of Pegg and Frost, the Pegg and Frost, the notional stars!notional stars!

Why study Cornetto trilogy?Why study Cornetto trilogy?

World’s End: Fail?World’s End: Fail?SotD $30m world box office from £2m SotD $30m world box office from £2m

budgetbudgetHot Fuzz: $81m from £8mHot Fuzz: $81m from £8m(Paul $98m from $40m)(Paul $98m from $40m)The World’s End: $46m from $20mThe World’s End: $46m from $20m

A RELATIVE failure A RELATIVE failure … why?… why?Much of the marketing was smart and Much of the marketing was smart and

zeitgeisty, making good (and continuing) use zeitgeisty, making good (and continuing) use of social media ... of social media ... BBut the target audience was ut the target audience was a mismatch for SOME key aspects of the a mismatch for SOME key aspects of the production...production...

GENRE FAIL: ???GENRE FAIL: ???Zombie and cop buddy are very clear Zombie and cop buddy are very clear

genres with strong conventions that a very genres with strong conventions that a very wide, mainstream, even four quadrant wide, mainstream, even four quadrant (young-ish, older, male, female) audience (young-ish, older, male, female) audience can grasp or recognisecan grasp or recognise

This was a This was a … not quite road movie, … not quite road movie, comedy for the first half, weird sci-fi for the comedy for the first half, weird sci-fi for the second half (Dr Who and 1950s second half (Dr Who and 1950s references that aren’t so universal!)references that aren’t so universal!)

AGE FAIL?AGE FAIL? The soundtrack is very prominent in this movieThe soundtrack is very prominent in this movie If you aren’t familiar with 80s acts like The If you aren’t familiar with 80s acts like The

Sisters of Mercy or Primal Scream then you’re Sisters of Mercy or Primal Scream then you’re missing out on substantial chunks of the missing out on substantial chunks of the preferred reading (Stuart Hall)preferred reading (Stuart Hall)

Gary King (Pegg) wears a Sisters t-shirtGary King (Pegg) wears a Sisters t-shirt Even some 80s buffs may fail to recognise Even some 80s buffs may fail to recognise

artists such as the Soup Dragons!artists such as the Soup Dragons! Low key lighting and make-up to make Gary look Low key lighting and make-up to make Gary look

like a junkie, emphasising his lines and therefore like a junkie, emphasising his lines and therefore age, plus the setup of late-30-somethings age, plus the setup of late-30-somethings getting together is not as relatable as 20-getting together is not as relatable as 20-something characters in the previous filmssomething characters in the previous films

CLASS COCK-UP?CLASS COCK-UP?Too crudely working Too crudely working class for a class for a mainstream mainstream audience? Too audience? Too crinkly and worn out crinkly and worn out for a younger for a younger audience?audience?

Unusual for a WT Unusual for a WT film!!!film!!!

TOO BRITISH?TOO BRITISH?Whilst the WT model is based on UK Whilst the WT model is based on UK

settings used to distinguish their product settings used to distinguish their product from US-based competitors, they mostly from US-based competitors, they mostly avoid over-specific UK cultural references avoid over-specific UK cultural references that might confuse an international that might confuse an international audienceaudience

World’s End was an exception to this rule, World’s End was an exception to this rule, and that goes a long way toward and that goes a long way toward explaining its relative failureexplaining its relative failure……

Slanging + Sporty MismatchSlanging + Sporty Mismatch Bowls anyone? To a US audience thatBowls anyone? To a US audience that’’s ten-pin bowling, but s ten-pin bowling, but

we get a bowling green as well as rugbywe get a bowling green as well as rugby The pub-culture at the heart of this is quite distinctively BritishThe pub-culture at the heart of this is quite distinctively British Slang from Gary’s voiceover includes ‘everyone got para and Slang from Gary’s voiceover includes ‘everyone got para and

had a whitey’had a whitey’ There’s also ‘lets get twatted’ (ie drunk) – the poster tagline of There’s also ‘lets get twatted’ (ie drunk) – the poster tagline of

‘prepare to get annihilated’ is also very British‘prepare to get annihilated’ is also very British ‘‘lets get on the roadshow’ – a Gary pun after the word lets get on the roadshow’ – a Gary pun after the word

‘antique’ is mentioned; a reference to UK TV show The ‘antique’ is mentioned; a reference to UK TV show The Antiques Roadshow - the comedy is signified by the Antiques Roadshow - the comedy is signified by the tumbleweed silence and Sergio Leone style close-ups but tumbleweed silence and Sergio Leone style close-ups but what portion of a non-UK audience will get the joke?!what portion of a non-UK audience will get the joke?!

The pub drug dealer’s costume was based on the Madchester The pub drug dealer’s costume was based on the Madchester scene, something younger Brits won’t understand never mind scene, something younger Brits won’t understand never mind non-Brits!non-Brits!

The film title is framed over pint glasses, with a font that The film title is framed over pint glasses, with a font that mimics Bodingtons beer, familiar to a UK audience onlymimics Bodingtons beer, familiar to a UK audience only

The genre The genre message is lostmessage is lost

The tagline PREPARE TO GET ANNIHILATED is a clever play on The tagline PREPARE TO GET ANNIHILATED is a clever play on getting drunk and the sci-fi alien angle getting drunk and the sci-fi alien angle … but unless you’d actually seen … but unless you’d actually seen the film would you get the double-meaning? The posters seem to be the film would you get the double-meaning? The posters seem to be based on guys getting drunk?! Would an international audience get the based on guys getting drunk?! Would an international audience get the booze reference? booze reference?

BUT tasty Cornetto marketing BUT tasty Cornetto marketing tootoo……

The flipside of the fundamental misjudging The flipside of the fundamental misjudging of production elements, and consequently of production elements, and consequently confusion in the main print marketing, is confusion in the main print marketing, is skilful and plentiful use of social mediaskilful and plentiful use of social media

This is a great case study of how This is a great case study of how converging digital technologies have converging digital technologies have opened up new forms of marketing, opened up new forms of marketing, radically reducing the traditional, basic radically reducing the traditional, basic audience/producer divideaudience/producer divide

There were very distinct international There were very distinct international campaigns too, not just a single Facebook campaigns too, not just a single Facebook (etc) site(etc) site

NBC-U, iPad ‘second screen’NBC-U, iPad ‘second screen’……Universal made the role of Universal made the role of

social media explicit by social media explicit by launching apps through launching apps through iTunes (pushed in the iTunes (pushed in the Facebook groups) that Facebook groups) that encouraged ‘second encouraged ‘second screen’ use (ie, tweeting, screen’ use (ie, tweeting, looking up cast etc whilst looking up cast etc whilst watching the moviewatching the movie

The free app was (and is – The free app was (and is – you can still get it) called you can still get it) called ‘Beyond the screen’‘Beyond the screen’

Twitter, Facbook and the long tailTwitter, Facbook and the long tail Chris Anderson famously theorised ’the long Chris Anderson famously theorised ’the long

tail’, arguing that digital distribution and the tail’, arguing that digital distribution and the reduced cost it brings meant that retailers and reduced cost it brings meant that retailers and producers alike would profit from small numbers producers alike would profit from small numbers of sales of back catalogueof sales of back catalogue

WT’s huge back catalogue (100+ films!) and the WT’s huge back catalogue (100+ films!) and the ongoing effort to push the likes of the Cornetto ongoing effort to push the likes of the Cornetto Trilogy through Xmas, New Year, Valentines Trilogy through Xmas, New Year, Valentines updates to Facebook etc backs this upupdates to Facebook etc backs this up

We need to note though that Anita Elberse’s We need to note though that Anita Elberse’s book book Blockbusters Blockbusters (same idea as tentpole (same idea as tentpole concept: producers need to create fewer texts concept: producers need to create fewer texts for distributors to focus resources on) directly for distributors to focus resources on) directly contradicts this (and she’s sadly right!)contradicts this (and she’s sadly right!)

Hashtag Hashtag theWorldsEnd theWorldsEnd continues to be continues to be posted by fans on posted by fans on Twitter; Twitter; screenshot from screenshot from May 2016 – May 2016 – notably a mix of notably a mix of older male and older male and younger female younger female tweeters too!tweeters too!

There’s lots of this (we see There’s lots of this (we see it for films like Love it for films like Love Actually too): posting Actually too): posting updates around holiday updates around holiday dates to encourage dates to encourage purchasing DVD editions, purchasing DVD editions, DL etcDL etc

Also common is DVD Also common is DVD editionalising: start with no-editionalising: start with no-extras vanilla DVD; special extras vanilla DVD; special edition, and for some, edition, and for some, collector’s or ultimate, with collector’s or ultimate, with director’s cut another ploy director’s cut another ploy as well as boxsets with as well as boxsets with linked movies!linked movies!

Halloween posting; next Halloween posting; next up, Xmas and New Years up, Xmas and New Years – and note the direct – and note the direct address, very ‘matey’ in address, very ‘matey’ in the style of the film + the style of the film + characters.characters.

This was for both separate This was for both separate UK and US groups. For UK and US groups. For the likes of Paul there are the likes of Paul there are even more official groups even more official groups (Spain and France for (Spain and France for example)example)

Warp are surprisingly poor Warp are surprisingly poor at this – though it costs at this – though it costs money to have someone money to have someone maintaining + updating maintaining + updating these social media these social media (especially if across (especially if across multiple countries and multiple countries and languages!)languages!)

Lots of tie-Lots of tie-ins with ins with cinema cinema

chains (with chains (with live tweets live tweets

too!)too!)CINEWORLCINEWORL

DD

Lots of tie-ins with Lots of tie-ins with cinema chains (with cinema chains (with

live tweets too!)live tweets too!)EVERYMANEVERYMAN

(upmarket cinemas for (upmarket cinemas for an adult market)an adult market)

Lots of tie-ins Lots of tie-ins with cinema with cinema

chains (with live chains (with live tweets too!)tweets too!)

VUE offered a VUE offered a free Cornetto!free Cornetto!

Lots of tie-ins Lots of tie-ins with cinema with cinema chains (with chains (with live tweets live tweets too!): too!): VUEVUE

Special event Special event trilogy trilogy screenings at screenings at 54 cinemas54 cinemas

Famous Famous directors + directors + authors quoted authors quoted to plug the to plug the movie + create movie + create social media social media contentcontent



OSTOST

An An exclusive exclusive download download via Apple via Apple

Music only, Music only, and there and there

was another was another Apple tie-inApple tie-in

Chris Morris’ Chris Morris’ Q+As with Q+As with

Curzon boosted Curzon boosted Four Lions; Four Lions;

James Cameron James Cameron did a live fan did a live fan

Q+A on Q+A on Facebook that Facebook that helped push helped push Avatar; here Avatar; here

director Edgar director Edgar Wright does a Wright does a

Q+A at an Apple Q+A at an Apple storestore

Tie-ins with (exclusives Tie-ins with (exclusives for) film magazines too – for) film magazines too –

this was a very this was a very comprehensive comprehensive

marketing strategy. marketing strategy. Empire got 6 character Empire got 6 character

posters; Total Film posters; Total Film website got animated website got animated

storyboardsstoryboards

Tie-ins with DVD Tie-ins with DVD retailers – in this retailers – in this

case an American case an American site that has already site that has already gone bust, reflecting gone bust, reflecting the stiff competition the stiff competition

(and Amazon (and Amazon monopoly?) that monopoly?) that

digitised disruption digitised disruption has broughthas brought

New media tie-ins and exclusives New media tie-ins and exclusives as well as with retailers and as well as with retailers and

traditional media like magazinestraditional media like magazines

Exclusive Exclusive competitions for competitions for

those who those who followed (‘liked’) followed (‘liked’)

and posted on the and posted on the official Facebook official Facebook

groups toogroups too

Interactive Interactive quiz on quiz on the UK the UK website website

promoted promoted through through

FacebookFacebook

This was one of the This was one of the most distinctive most distinctive elements of the elements of the campaign (and campaign (and

reminds me of the reminds me of the customisable and customisable and downloadable Le downloadable Le

Donk Xmas cards that Donk Xmas cards that Warp featured on their Warp featured on their

website): the website): the SIGNMAKER APP. I SIGNMAKER APP. I followed the steps, followed the steps,

screenshotting each screenshotting each time, starting with the time, starting with the Facebook promo post Facebook promo post which took me to the which took me to the

movie websitemovie website……

The uploaded The uploaded image was image was movablemovable

Integrating creatives websitesIntegrating creatives websites This loose franchise is centred on the appeal This loose franchise is centred on the appeal

of actors Simon Pegg and Nick frost as well of actors Simon Pegg and Nick frost as well as the director Edgar Wright (he didn’t direct as the director Edgar Wright (he didn’t direct Paul, which isn’t part of the trilogy)Paul, which isn’t part of the trilogy)

The various social media re-posted The various social media re-posted considerable content from the personal considerable content from the personal websites of all 3, and vice versa (their sites websites of all 3, and vice versa (their sites promoted the promotional materials!)promoted the promotional materials!)

An example: the interactive screenplays for An example: the interactive screenplays for all 3 trilogy movies (with various clickable all 3 trilogy movies (with various clickable links on images + also downloadable as pdfs) links on images + also downloadable as pdfs) was pushed on edgarwrightherewas pushed on edgarwrighthere

Choice of any of the 3 Choice of any of the 3 films – considerable viral films – considerable viral

success, with 4k success, with 4k Facebook shares!!!Facebook shares!!!

Note the separate UK Note the separate UK and US Facebook links, and US Facebook links, an important point, and an important point, and something we don’t see something we don’t see with Warp’s mostly very with Warp’s mostly very

basic use of social basic use of social mediamedia

ThreeFlavorsScreenplay.comThreeFlavorsScreenplay.com

Note the Tumblr Note the Tumblr integrationintegration

Above: the bottom Above: the bottom menu for the menu for the screenplaysscreenplays

I clicked on the link (THIS SCENE)I clicked on the link (THIS SCENE)

……and get and get portions of the portions of the storyboard for storyboard for

that scene!that scene!

Focus Focus Features Features produced produced

unique unique content too: content too: a gif (with a gif (with

‘live’ flames)‘live’ flames)

Licensed Licensed merchandise + fan artmerchandise + fan art

Figurines Figurines from Evil Corpfrom Evil Corp!!

https://www.subtraction.com/2014/09/25/vinyl-figurines-from-a-large-evil-corporation/

Kickstarter Kickstarter style UGCstyle UGC

Kickstarter Kickstarter and other and other crowdfunding crowdfunding sites have sites have been used by been used by Warp (for All Warp (for All Tomorrow’s Tomorrow’s Parties), and Parties), and are a growing are a growing factor in the factor in the industryindustry

Twitter and UGC, often YouTubeTwitter and UGC, often YouTube

Twitter and competitionsTwitter and competitions

Official Tumblr leads on fan artOfficial Tumblr leads on fan art

Lots of Lots of gifs on gifs on

InstagramInstagram

Millions of Millions of YouTube hits YouTube hits

including including shared on shared on fan/media fan/media channels + channels +

international international versions in versions in

multiple multiple languages languages (Warp don’t (Warp don’t tend to get tend to get

this)this)



















































































































































































































































































































































































































































































































































































































Education

2016 cornetto trilogy compressed