Intro The Bourne Supremacy is a 2004 American spy film loosely based on Robert Ludlum’s novel of the same name. When Jason Bourne is framed for a botched CIA operation he is forced to take up his former life as a trained assassin to survive. The film was directed by Paul Greengrass and it starred Matt Damon as Jason Bourne. This presentation analyzes the advertising campaign leading up to the release of the film.
Aim The aim of the advertising campaign was to maximize box office takings of the UIP action movie The Bourne Supremacy. The target was for The Bourne Supremacy to gross more than the previous film in the series The Bourne Identity.
Target Audience Demographic: Strong Male Audience. Men aged 16-34 Psychographic: Fans of Tom Clancy type stories, action, crime and thrillers.
Examples of commercials UIP and ZenithOptmedia worked closely with Sky to create an integrated TV campaign that used core channels, interactive advertising, Sky’s Pub sports channel and the Skymovies.com website. Example of a Bourne Supremacy trailer: http://www.youtube.com/watch?v=fOLviFy9inA
Form of media being used: TV TV e.g.70-second, 30-second and 10-second TV ads. Channels used: Sky Box Office Sky Pub Sports Sky Movies News ITV C4 Five Emap Music Channels Sci-Fi In total the TV campaign reached 375 ratings.
Form of media being used: Online Interactive site-the Bourne Passport-was created offering consumers the opportunity to watch footage from the movie, behind the scenes films, and an interview with the star Matt Damon. There was also a competition offering the chance to visit five of the locations featured in the film, it could be entered via the red button, mobile or online. (Attracted more than 17,000 entries)
Comparison A similar campaign was carried out for the 2006 action movie Casino Royale. E.g. The posters are very similar, with both having their lead character walking determined towards the audience, with a gun in hand, making it clear what the film will be about. TV ads for Casino Royale were also ran on more men focused channels (Sky sports, etc.) so it targeted the same audience as The Bourne Supremacy.
Summary In conclusion, the advertising campaign was a success because their aim was achieved. The result was The Bourne Supremacy becoming the number one film on its opening weekend and it went on to gross $288,500,217 worldwide, grossing more than the previous film in the series which earned just $214,034,224.