Introduction and Initial Task
Design and write an article for a film magazine on the promotion and marketing of a blockbuster movie with particular focus on how the producer considered the target audience and the publicity and marketing strategy for the movie. You must comprehensively explain the relationship between producers and film audiences with educated examples, constantly using subject terminology correctly.
jurassic world: fallen kingdom 2018
Directed by: J. A. Bayona
Produced by: Frank Marshall , Patrick Crowley and Belén Atienza Written by: Michael Crichton Music by: Michael Giacchino Cinematography: Óscar Faura Production Company: Universal Pictures, Amblin Entertainment & Ledgendary Entertainment Distributed by: Universal Pictures Release date: 22 June 2018 Country: USA Budget: $170,000,000 (estimated) Cumulative Worldwide Gross: $1,309,484,461 |
Three years after the destruction of the Jurassic World theme park, Owen Grady and Claire Dearing both return to the island of Isla Nublar to save the remaining dinosaurs from a volcano that's about to erupt. They soon encounter terrifying new breeds of gigantic dinosaurs, while uncovering a conspiracy that threatens the entire planet.
Distribution company: Universal pictures
Mission Statement: “To provide an environment where our Team Members are proud to work, deliver unforgettable experiences to our guests, and generate superior financial returns”
Universal Pictures, better known as Universal Studio is an American film studio, popularly known to be one of the six major movie studios. The 'Big Six', who are 20th Century Fox, Warner Bros., Paramount Pictures, Columbia Pictures, Universal Pictures & Walt Disney Pictures are important as they are recognised to release a substantial number of films every year & earn a major share of box office revenues. These company's together collect about 80 - 85% of US & Canadian box office revenue.
Universal Pictures, better known as Universal Studio is an American film studio, popularly known to be one of the six major movie studios. The 'Big Six', who are 20th Century Fox, Warner Bros., Paramount Pictures, Columbia Pictures, Universal Pictures & Walt Disney Pictures are important as they are recognised to release a substantial number of films every year & earn a major share of box office revenues. These company's together collect about 80 - 85% of US & Canadian box office revenue.
Universal Pictures is one of the longest-lived motion picture studios to be located outside of Hollywood. It is a division of American media conglomerate NBCUniversal .Founded in 1912 by Carl Laemmle, Mark Dintenfass, Charles Baumann, Adam Kessel, Pat Powers, William Swanson, David Horsley, and Jules Brulatour, it is the oldest movie studio in the United States of America. It is also the third oldest in the world that is still in continuous production; the first being Gaumont Pictures, the second oldest is Pathé and the fourth oldest is Paramount Pictures. On May 11, 2004, the controlling stake in the company was sold by Vivendi Universal to General Electric, parent of NBC. The resulting media super-conglomerate was renamed NBC Universal, while Universal Studios Inc. remained the name of the production subsidiary. In addition to owning a sizable film library spanning the earliest decades of cinema to more contemporary works, it also owns a sizable collection of TV shows through its subsidiary NBCUniversal Television Distribution. It also acquired rights to several prominent filmmakers works originally released by other studios through its subsidiaries over the years. Selected clips and footage shot by Universal Studios are available for purchase from the NBCUniversal Archives.Its production studios are at 100 Universal City Plaza Drive in Universal City, California. Distribution and other corporate offices are in New York City.
These are some other top mainstream films which were distributed by Universal Pictures:
The Strategy
Jurassic World’s goal is simple: make money. To be profitable, a movie needs to drive people to the theatres, and the more sales made in advance of release, the better. When we say strategy is an integral part of a successful marketing campaign, we mean it. But we don’t say they strategy needs to be overly complex! For Jurassic World, the strategy is straightforward: generate anticipation for the movie via any channel where fans are active, and then funnel them towards a conversion (buying a movie ticket).
The strategy can, of course, be segmented for different audiences, which I’m sure Universal did. Big fans of the original Jurassic Park film are a safe bet to buy a ticket for Jurassic World, but what about people who were turned off by the disappointing sequels? Or the younger generation of movie fans who haven’t seen Jurassic Park? And people who like dinosaurs but have never heard of Jurassic Park? Regardless of the audience, though, the goal remains the same: sell movie tickets.
The strategy can, of course, be segmented for different audiences, which I’m sure Universal did. Big fans of the original Jurassic Park film are a safe bet to buy a ticket for Jurassic World, but what about people who were turned off by the disappointing sequels? Or the younger generation of movie fans who haven’t seen Jurassic Park? And people who like dinosaurs but have never heard of Jurassic Park? Regardless of the audience, though, the goal remains the same: sell movie tickets.
First trailer
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Jurassic World released their first trailer on the 3rd of December, 2017. This was not any ordinary trailer, the trailer was created for an upcoming trailer for their upcoming movie. They did this in order to announce their first official trailer which would be published on the upcoming Thursday. This gives the audience a chance to get hyped up.o the current date, the trailer got over 8 million views in total which shows how effective their promotion skills are.
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Official trailer
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The official trailer for was released on Dec 7, 2017. They released a total of 3 trailers which just kept the audience entertained until the release date. If that wasn't enough, paramount dropped another trailer during Super Bowl Sunday which blew the audience away. How was it so effective though? Here is a breakdown of what we got to see according to audience members:
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Super bowl tRAILER BREAKDOWN
It’s every young girl’s worst nightmare: waking up to a dinosaur stealing into your room, its terrible jaws ready to chomp down on your head. But it’s only a nightmare, right? The opening scene for the Jurassic World: Fallen Kingdom trailer is unusual, out of step with the rest of the franchise’s relatively grounded style. Dream sequences have never been the norm for the Jurassic Park series — okay, apart from the time when a dinosaur infamously talked to Alan (Sam Neill) in Jurassic Park III — so it’s odd to open the trailer on this. But more on that later.
Claire’s (Bryce Dallas Howard) team of plucky dinosaur rescuers venturing bravely back to Isla Nuber may have more resources than I anticipated. Or is that yet another military-supported organization who are removing dinosaurs from the abandoned island? Whatever the case, it seems like the effort to save the dinosaurs from volcanic eruptions is going smoothly for the most part, except for the fact that Claire and systems analyst Franklin (Justice Smith) seem to be soaked to the bone.
“Do you remember the first time you saw a dinosaur? We don’t really believe it. It’s like a miracle.”
Claire briefly brings back the awe that comes with seeing the astonishing prehistoric creatures for the first time with her speech to Chris Pratt’s dino-whisperer Owen Grady, attempting to recruit him to return to Isla Nublar. It’s compounded by the few scenes we see of the dinosaur-rescuing faction standing in reverence as the peaceful Brachiosaurus lumbers by. But this is a monster movie after all, and as much as this franchise is about our childlike passion for dinosaurs, it’s also about our sadistic need to see them destroy and eat things.
Claire briefly brings back the awe that comes with seeing the astonishing prehistoric creatures for the first time with her speech to Chris Pratt’s dino-whisperer Owen Grady, attempting to recruit him to return to Isla Nublar. It’s compounded by the few scenes we see of the dinosaur-rescuing faction standing in reverence as the peaceful Brachiosaurus lumbers by. But this is a monster movie after all, and as much as this franchise is about our childlike passion for dinosaurs, it’s also about our sadistic need to see them destroy and eat things.
The trouble begins at the end of a long, dark tunnel. Claire and Franklin hear ominous stomps down a looming tunnel inside one of the abandoned facilities from the theme park and frantically argue over whether it’s a T-Rex. Thankfully, it’s not a T-Rex but it’s equally dangerous.Somehow, everything caught on fire as this dinosaur made its way toward Claire and Franklin. It seems the facility the two were scoping out was just laid waste by a volcanic eruption, and is about to be destroyed by magma and lava. As if the attacking dinosaur wasn’t enough.
We see the aftermath of Claire and Franklin’s escape in the Gyrosphere, presumably at the end of the long sequence where they escape the fiery facility and the hunting dinosaur. We’ve seen from previous clips that they board a Gyrosphere after a horde of dinosaurs start stampeding toward them, but they end up running off a cliff into the water. Thankfully, it seems they get out of it all right, with Owen quickly diving in to save them and the two of them emerging alive, but soaked.
It seems that whatever animosity between Owen and Blue has been resolved, and we didn’t have to worry about Blue snapping Owen’s hand off after all. Here we see Blue in restraints with paleo-veterinarian Zia Rodriguez (Daniella Pineda) stitching him up. But what could have injured Blue like this? Certainly not lava. Ahh, here we get our villain of the movie, a corporate hack who — surprise! — wants to make bigger, better dinosaurs. “I want to show you the future,” Rafe Spalls’ Eli Mills cryptically says.
Toby Jones just has a face that communicates “villain,” and he makes full use of it here, leering malevolently as he presents plans to create country-specific hybrid dinosaurs. Are we bypassing corporate ownership and turning dinosaurs into full-fledged international weapons now? Is this the next weapons escalation? We can see Eli Mills sitting beside him during the presentation, so we can assume this is the “future,” that Mills is so eagerly pushing toward.
The horrified faces and gasps in this audience are an incredibly effective way to introduce the mysterious new hybrid dinosaur being rolled out in its cage. This is definitely going to be bigger, badder, and more dangerous.And it looks like Owen and Claire are done with their dinosaur-rescuing expedition, just in time to witness the deadly new hybrid. “What is that thing?” Claire says, horrified, apparently forgetting that just a few years ago she attempted to make her own horrible hybrid dinosaur that nearly killed thousands. “They made it,” the little girl next to her reponds tearfully — the same girl (Isabella Sermon) who was sitting paralyzed in fear in her bedroom at the beginning of this trailer. See? I told you we would get back to that.
It turns out that dinosaur acting a young girl in her bedroom wasn’t a nightmare! The girl seems to be related to the corporate stooges who made this monstrosity (perhaps she’s Eli Mills’ daughter), living close enough to the building where the dinosaur is housed and knowing plenty about its origin. The hybrid dinosaur has somehow found its way to her bedroom and is set to attack — before its foiled by Owen, who even in his long years with dinosaurs, cannot help but step back in fear. Guns don’t work against this new dinosaur, apparently, but another attacking dinosaur might! Blue is all better and as buddy-buddy with Owen as before, now defending Owen and the girl from the deadly new hybrid.
Is this a dark peek at the new hybrid? Or just a shot of a typical Tyrannosaurus Rex? It could be the new hybrid, post-bedroom attack — the dark skies and police helicopters point to it being so. If so, the design is…okay. From the side it looks simply like a T-Rex.
Claire has apparently become an expert sniper in her years away from the corporate office. But who could she be aiming at? The new hybrid, most likely.Here is our closest and most definite glimpse yet of the hybrid dinosaur. That’s the cage in which it was first rolled out for the public to see, and that’s probably its handler, about to be doomed to the bottom of its stomach. Oh balding guy, we hardly knew ye.
Fan based trailers
After all this hype created by universal pictures, fans created multiple fan-made trailers before the movie published. This soon expanded to different regions such as Spain where they created a full Spanish and French trailer. This was a great advertising method as it got to reach a wider audience.
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Marketing CAMPAIGNS and STRATEGY's
oFFICIAL POSTER
The poster was released on May 29, 2018 along with a description of the film. Posters are always included in part of marketing campaigns as it helps set the iconography of the entire film. We see people who seem to be afraid of the dinosaur who has killed another one during a volcano eruption. A volcano represents anger, vengeance, revenge, emotions, hidden emotions, destruction and unpredictable situations in your waking life. This shows us that something terrible is about to take place in the movie. This type of film promotion not only increases direct distribution, it also got other people continuing this distribution while promoting the film further on as there were even adverts which said they could get a poster if they bought the tickets to watch the movie which is great marketing skills to increase the overall profit.
Virtual reality
Jurassic World VR Expedition makes its debut on June 14 at more than 100 Dave & Buster's entertainment centers, making it the biggest location-based VR launch to date.This left people filming their reactions which left other audience members interesting in trying the experience. This increases the amount of profit Universal would overall make as they would be interested in watching the movie twice just for the experience. This expands its audience to also gamer fans as virtual reality has recently has become very common throughout the past years as it's available for anyone with internet to access.
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Jeep commercial ''Jeep jurassic, have we met?''
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Since the dawn of the dinosaurs on Isla Nublar the preferred transport vehicle was a Jeep, painted in the classic Jurassic Park green, orange, yellow, and brown. And since this past Superbowl Jeep has been boasting the long-standing partnership.
Directed by Colin Trevorrow, Director of Jurassic World who then passed the torch to J.A. Bayona for Jurassic World: Fallen Kingdom, the 60-second commercial paid homage to the iconic scene from |
the 1993 film in which Jeff Goldblum’s character, Malcolm, narrowly escapes danger while in the back of a Jeep Wrangler as he is chased by a frightening T-Rex. What is excellent about this partnership is that it is continuous. Not a one and done, Jeep has created a long standing partnership with the film that makes it all the more authentic. 25 years later, Goldblum is behind the wheel of the all new Wrangler with more technology and legendary off road capability, as he is again pursued by the T-Rex. However, in a twist of fate, Goldblum chases down the dinosaur. According to social media monitor RelishMix, the spot was a huge success generating 39.7M views in its first 24 hours online following the Big Game.Closer to the film's release, Jeep was featured prominently again as part of Amazon's 'Largest Delivery' campaign as the mystery box was escorted by a fleet of branded Wranglers, to mark official immersive approval.
Amazon Partnership and twitter #AmazonFindsaway
"An Amazon delivery 65 Million years in the making", that's what they're calling the largest "delivery" in Amazon's history, which arrived to The Grove in Los Angeles on Wednesday, May 30th. The box was put on display filled with several air holes and threatening growls leaving shoppers in causion of the content. They did not open the content till June 2nd at 12 p.m. PDT.
The phone feature Alexa joined in as well as you can find out what was inside the box by asking Alexa ''Alexa, ask Jurassic World what's inside the box''. This would leave audience members with clues as to whats inside the giant package. As a result of this, they started a trend called #AmazonFindsAWay which ended on the day the film was released, on June 22nd. As a result of this advertising, loads of curious fans were joining in on the hunt in order to figure out whats in the box. This marketing strategy left loads of users longing for the film to come out. Not only were they excited to figure out whats in the box, they were given two surprises on the released dated.
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Doritos Partnership
As a first time partner the go-to nacho chip will proudly wear Fallen Kingdom packaging, limited to the select retailers in the United States. The franchise's logo will take over the Nacho Cheese and Cool Ranch flavors, and feature iconic franchise dinosaurs: T-Rex and Blue, the raptor companion of Chris Pratt's character Owen Grady.The campaign also includes a fun incentive for fans through the 'Track. Rescue. Win' Sweepstakes. Each specially marked bag will bear a code that's then entered online, where participants then will help rescue dinosaurs from the volcanic eruption engulfing the island. And while this particular promotion is limited
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by region, overseas territories will still get to enjoy the Jurassic fever for a limited time with a Raptor inspired “Blue” chip.
Dr. Pepper Partnership
Also in a first-ever national promotional partnership with Universal, the soft drink company will also be taking to a different look. Four special edition collectible can designs will feature Jurassic 'hero' dinosaurs such as the T-Rex, Blue, and two mysterious new comers. Collect them all for a chance to win in an online sweepstakes, just looked for the marked packaging at a retailer near you!At the New York Toy Fair this past Spring it was rumored that Dr. Pepper products would make some appearance within the film, which if that's the case,
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certainly sheds light on the brand new co-promotional marketing campaign betwixt the two entities. We'll be sure to keep our eyes out for Dr. Pepper in the film product placement at its best!
Dairy Queen Partnership
For Diary Queens Partnership, they created Jurassic themed Blizzards. This was sold along with packaging displays of key moments and characters and in-store displays. They previously helped Blizzard in 2015 when Jurassic park came out however, this time key feature would be "Jurassic Smash",which featured peanut butter cookies, chocolate chip cookie dough chunks, chocolate chips, and a peanut butter drizzle atop a base of vanilla soft serve and Jurassic chomp.
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Big finale: Dino-Mighty Global Marketing Campaign
On June the 6th 2018, Universal decided to pull out their big dinos in an event which was called ''the global T-Rex and Raptor stunt''. This stunt was confirmed to stomp out areas of the globe such as Madrid to London and Shanghai to get the word out on the follow-up to 2015’s $1.67B global grosser. This event including main cast members involved, Chris Patt and Bryce Dallas Howard.
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Links used:
https://www.wsiworld.com/blog/the-ingen-ious-marketing-of-jurassic-world/
https://www.universalpictures.com/movies/jurassic-world-fallen-kingdom/posters
https://deadline.com/2018/05/jurassic-world-fallen-kingdom-global-marketing-publicity-campaign-universal-chris-pratt-china-t-rex-1202400818/
https://www.marketingdive.com/news/jurassic-world-crushes-summer-blockbuster-competition-in-digital-ad-impre/526406/
https://blog.hollywoodbranded.com/top-brand-promotional-partnerships-with-jurassic-world-fallen-kingdom-movie
https://jurassicoutpost.com/the-final-jurassic-world-fallen-kingdom-poster-has-arrived/http://collider.com/jurassic-world-fallen-kingdom-poster/
https://www.slashfilm.com/jurassic-world-fallen-kingdom-trailer-breakdown-2/
https://www.slideshare.net/barneslouise/the-six-big-film-companies\
https://www.slideshare.net/DoralPeoples/universal-studios-propsal-presentation
https://en.wikipedia.org/wiki/Jurassic_World:_Fallen_Kingdom
https://topshelfdigitalmarketing.com/2015/06/18/jurassic-world-social-media-marketing/
https://www.universalpictures.com/movies/jurassic-world-fallen-kingdom/posters
https://deadline.com/2018/05/jurassic-world-fallen-kingdom-global-marketing-publicity-campaign-universal-chris-pratt-china-t-rex-1202400818/
https://www.marketingdive.com/news/jurassic-world-crushes-summer-blockbuster-competition-in-digital-ad-impre/526406/
https://blog.hollywoodbranded.com/top-brand-promotional-partnerships-with-jurassic-world-fallen-kingdom-movie
https://jurassicoutpost.com/the-final-jurassic-world-fallen-kingdom-poster-has-arrived/http://collider.com/jurassic-world-fallen-kingdom-poster/
https://www.slashfilm.com/jurassic-world-fallen-kingdom-trailer-breakdown-2/
https://www.slideshare.net/barneslouise/the-six-big-film-companies\
https://www.slideshare.net/DoralPeoples/universal-studios-propsal-presentation
https://en.wikipedia.org/wiki/Jurassic_World:_Fallen_Kingdom
https://topshelfdigitalmarketing.com/2015/06/18/jurassic-world-social-media-marketing/