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Warner bros brand positioning, marketing strategy, logo transformation, blockbusters movies, sitcoms, animations

Warner bros brand positioning, marketing strategy, logo transformation, blockbusters movies, sitcoms, animations

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  • The Warners went on to quickly produce the first “all-talking” movie and their first “talking” gangster film, The Lights of New York. By late 1928, the rush for sound was on, with the Warners well out in front.
  • Casablanca (the Studio’s second Best Picture Oscar)The 1950s brought A Streetcar Named Desire, House of Wax (in 3D), A Star Is Born, The High and the Mighty, Dial ‘M’ for Murder, Mister Roberts, Hondo, Moby Dick, The Bad Seed, The Searchers, Sayonara, Marjorie Morningstar, Auntie Mame, The Nun's Story and the three films which made James Dean a legend:East of Eden, Rebel Without a Cause and Giant.
  • In those early pioneering days, comedy was the king of the small screen, but Warner Bros. Television targeted a different genre, the dramatic series—and carved out an important new and very successful niche. Cheyenne was only the first of the many hits to come in the ‘50s. Also launched that decade were the now-classic seriesMaverick, 77 Sunset Strip, Colt .45 and Hawaiian Eye. In July of 1958, Harry Warner died peacefully at home.During the 1960s, Warner Bros. Pictures released such notable films as Ocean’s Eleven, Splendor in the Grass, Gypsy, The Music Man, My Fair Lady (the Studio’s third Best Picture Oscar), The Great Race, Who’s Afraid of Virginia Woolf?, What Ever Happened to Baby Jane?, Bonnie and Clyde, Camelot, Cool Hand Luke andThe Wild Bunch. On the television side, Warner Bros. Television debuted such hits as F Troop and The FBI. In 1967, an aging Jack Warner sold the Studio to Elliot and Ken Hyman, and it was renamed Warner Bros.-Seven Arts.Seven Arts’ association with the Studio was short-lived. In November 1969, Steve Ross and his Kinney Corporation purchased the company, and it became Warner Communications, Inc.
  • thanks to the beginning of the Harry Potter phenomenon (Harry Potter and the Sorcerer’s Stone), Ocean’s 11, A.I. Artificial Intelligence, Cats & Dogs and, internationally, Miss Congeniality.2004 was a history-making year for the Studio. Warner Bros. Pictures had its most successful year ever, with $3.41 billion in worldwide box office, which included $2.19 billion in overseas receipts, marking the first time a studio crossed the $2 billion mark internationally in a single year (it was also the fifth time domestically and seventh time internationally Warner Bros. Pictures broke the billion-dollar barrier). Contributing to this success were Harry Potter and the Prisoner of Azkaban, Troy, Ocean’s 12 and The Polar Express. WBTV was again the industry’s leading supplier of programming to the six networks, and Warner Home Video finished the year as the industry’s marketshare leader (for the sixth time in the preceding eight years).In 2012, the Warner Bros. Pictures Group grossed $4.3 billion at the worldwide box office ($1.66 billion domestic, $2.67 international) with both its domestic and international divisions crossing the billion-dollar mark for a 12th consecutive year, a feat unmatched by any other studio. The Pictures Group has exceeded $4 billion globally for four consecutive years, also a milestone no other studio has ever achieved. Despite challenging market conditions, Warner Home Video was, once again, the industry’s leader, with an overall 21 percent marketshare in total DVD and Blu-ray sales
  • In 2012, the Warner Bros. Pictures Group grossed $4.3 billion at the worldwide box office ($1.66 billion domestic, $2.67 international) with both its domestic and international divisions crossing the billion-dollar mark for a 12th consecutive year, a feat unmatched by any other studio. The Pictures Group has exceeded $4 billion globally for four consecutive years, also a milestone no other studio has ever achieved. Despite challenging market conditions, Warner Home Video was, once again, the industry’s leader, with an overall 21 percent marketshare in total DVD and Blu-ray sales.
  • Because the ultimate success of a multi-million dollar feature-length film often hinges on the quality of its marketing campaign, the process of research, determining a creative approach, finishing, and servicing should not be taken lightly. Especially when the average studio movie marketing budget costs around $31 million. And in no other piece of the marketing puzzle is this truism more strongly reflected than in the movie’strailer, which serves as not only the flagship piece of the marketing campaign but the determining factor of style and tone for the remainder of the creative process.From a Time Mazagine article entitled “Hollywood’s promo reels are bigger, flashier and costlier than ever, but can you trust them?” the author writes:
  • Because the process of trailer creation and production takes into consideration the many viewpoints of the stakeholders involved from filmmakers, directors, producers, star talent, and agents, to creative agencies, studio executives and even sponsors, the final piece is more than just a marketing tool but rather a true testament to the creative forces inherent within the filmmaking process.trailer recognizes the breadth of a feature movie’s complex relationships and interdepencies and capitalizes on these nuances to bridge together a look and feel that encapsulates the scope of the creative piece.Some of the traditional marketing tactics include screening trailers in theaters, running television and radio spots, advertising in print via movie posters, billboards, newspapers, and magazines, and building a web presence through dedicated movie web sites, Facebook fan pages, etc. Some of the more recent marketing tactics have run the gamut from worldwide scavenger hunts, flash-mobbing and viral videos to alternate-reality games and iPhone apps.
  • According to Sue Kroll, the worldwide director of marketing at Warner Bros., while trailers, TV commercials, and publicity are hugely important, social media provides an increasingly important forum for movie fans to share information, which allows for targeted messaging. For example, to amplify talk about the original “Hangover,” Kroll’s team created a Facebook app that enabled fans to upload photos that put themselves in the movie. One month after the opening, the page had 1 .8 million fans. By the time “Hangover 2″ rolled around, the page had over 12 million fans. Because of this, the team was able to utilize the page as a platform for debuting material and as such, it became an integral piece of their marketing campaign.Because the delivery of a single message has become more complex over time due to the fragmentation of audiences, it is important to have an Integrated Marketing Campaign to tie everything together with one look and one voice across a variety of channels.  The ability for a marketer to efficiently create a mulfi-facted campaign that not just entertains but engages will have a direct impact on bottom line results.
  • Direct-to-consumer for Warner Bros. started in 2009 with the intention of having consumers connect with the studio in a personal way, Edelman said. That endeavor has since resulted in a 14 million consumers worldwide in the studio’s database, a consumer loyalty program and the launch of several online endeavors: WBShop.com; Warner Archive, the studio’s manufacturing on demand business; Warner Archive Instant; and WBUltra.com, the studio’s Flixster- and UltraViolet-connected digital entertainment store.

Transcript

  • 1. Presented by VB Jayashree S Krithika
  • 2. INTRODUCTION oTime Warner Inc. is an American multinational media corporation headquartered in the Time Warner Centre in New York City o The world's second largest media and entertainment conglomerate in terms of revenue (next to The Walt Disney Company)
  • 3. TIME WARNER DIVISIONS WARNER BROS. TIME INC. HOME BOX OFFICE TURNER BROADCASTING SYSTEM
  • 4. • WARNER BROS. ENTERTAINMENT INC. is a fully integrated broad based entertainment company • Most respected, diversified, successful motion pictures • The company was founded by four brothers Harry, Albert, Sam & Jack • Company’s vast library considered one of the most prestigious and valuable in the world • Revenue as on 2011 is 12 billion USD
  • 5. HISTORY
  • 6. You ain’t heard anything yet !! • 1903 : 3 brothers started showing films in the mining towns of Pennsylvania and Ohio • 1923 : Movie Company was incorporated • 1927 : 1st Talkie was released and soon produced first all-talking movie, “The Lights of New York”
  • 7. • 1940 : Released 40 pictures a year, some classics were • 1950 : Notable movies like “House of Wax” (3D), “A Streetcar Named Desire” etc.
  • 8. • 1955: Television story began • 1960 : Films and TV series F Troop and The FBI • 1967 : Sold the Studio to Elliot and Ken Hyman, and it was renamed Warner Bros. • 1969 : Renamed as Warner Communications, Inc.
  • 9. • 2001 : Shattered every one of its own box office records and several industry records • 2004 : $3.41 billion in worldwide box office & industry’s market share leader • 2012 : billion-dollar mark for a 12th consecutive year
  • 10. • Warner Home Video • Warner Bros. Digital Distribution • Warner Bros. Advanced Digital Services • Warner Bros. Interactive Entertainment • Warner Bros. Technical Operations • Warner Bros. Anti-Piracy Operations WARNER BROS. HOME ENTERTAINMENT • Warner Bros. Pictures • Warner Bros. Pictures International • New Line Cinema WARNER BROS. PICTURES GROUP • Warner Bros. Television • Warner Bros. Animation • Warner Bros. Domestic Television Distribution • Warner Bros. International Television Distribution • Warner Bros. International Branded Services • The CW Television Network WARNER BROS. TELEVISION GROUP
  • 11. WARNER BROS. PICTURES GROUP • The Dark Knight Series • Harry Potter Series • Charlie and the chocolate Factory
  • 12. WARNER BROS. TELEVISION GROUP • The Big Bang Theory • Two and a Half Men • The Vampire Dairies
  • 13. WARNER BROS. ANIMATION GROUP • The Looney Tunes • Bugs Bunny • Merrie Melodies
  • 14. MARKETING STRATEGIES • Ultimate success often hinges on the quality of its marketing campaign • Average studio movie marketing budget costs around $31 million and the average movie costs $47.7 million Movie’s Trailer
  • 15. • Around 283 movies in development 4 in production 13 in pre production , 15 post production stages. • Traditional marketing tactics – screening trailers in theatres – running television and radio spots – advertising in print via movie posters – billboards, newspapers, and magazines – building a web presence through dedicated movie web sites, Facebook fan pages, etc.
  • 16. • Recent marketing tactics  worldwide scavenger hunts  flash-mobbing  viral videos to alternate-reality games  iPhone apps. • It allows for targeted messaging • Eg: Facebook app that enabled fans to upload photos that put themselves in the movie
  • 17. • To promote the Batman film „The Dark Knight‟, a campaign was launched around 15 months prior to the release of the film and witnessed participation from millions of enthusiasts from across the world. • They also received posters, teaser trailers, memorabilia, and finally tickets to the movie • These activities helped in sustaining the interest of the audience in the movies & became one of the few films to gross over US$ 1 billion in box office collections
  • 18. “www.ibelieveinharveydent.com” was the first of a long line of websites dedicated to generating interest in “The Dark Knight”
  • 19. “I Believe in Harvey Dent” Promotional Packs were sent to those who had registered on the web page
  • 20. CULTURAL CONSIDERATIONS • ”The Matrix Revolutions” opened simultaneously worldwide in 43 languages and on more than 10,000 screens
  • 21. CRM • Direct-to-consumer for Warner Bros. started in 2009 • Studio database • Consumer loyalty program • Online endeavors
  • 22. VIP tours • Deluxe Tours Deluxe Tours Departs: Mon-Sat 8:15am- 4pm and Sundays (limited availability) Duration: 2hrs 15 min Cost: $52.00/person Departs Mon-Fri 10:15 am Duration: 5 hrs. Cost: $250.00/person Group Tours Group minimum- 24 guests
  • 23. Controversies • The Weinstein Company filed a lawsuit over Warner Bros for the movie titled “the Butler” as a „racial controversy‟ • Warner Bros. won arbitration against the Weinstein Company over the title to the film "The Butler“ • Islamic rights groups weren't happy with the title of the Warner Bros Pictures film ”Towelhead” • The protested that “Towelhead” is a rude, shocking and a ugly word
  • 24. COMPETITORS PARAMOUNT PICTURES WALT DISNEY
  • 25. LOGO METAMORPHOSIS 1923-29 1929-36 1936-48 1948-67 1967-70 1970-72
  • 26. LOGO METAMORPHOSIS 1972 1973-84 2011- present 2011- present
  • 27. THANK YOU