Case study - Warm Bodies (2013) By Alfie Earl Day

1. Promotional Campaigns
Presentation by Alfie Earl Day

2. Marketing Strategies for
Films
Information sourced from
LaunchingFilms.com

3. ▶ What genre is the film?
▶ How long is it?
▶ Who are the protagonists and the villains?
▶ All of this information is used when answering the next
question.
What kind of film is it?

4. The target demographic for a film heavily influences
which marketing strategies are used as different
demographics react to different forms of advertising in
different ways.
Who (what demographic) are typically the
prime consumers for that kind of film?

5. This question often determines when the film will be released in
the yearly calendar. If it's a rom com, for example, it will often
be released in February (for Valentine's Day) or December (for
Christmas). If it's a teen summer movie, it's going to make more
money if it's released at the start of summer than at the end. A
school-based drama is going to make more money in
September, when kids are still buzzing with being back at
school with their friends than in June or July, when they're sick
of classes and exams.
When would they be most likely to
watch it?

6. Different marketing techniques are effective for different
demographics - teenagers, for instance, are unlikely to go to a
film after reading an advert in a broadsheet newspaper, just as
50+ consumers are unlikely to see YouTube or Snapchat
advertising. Fitting a film's marketing strategy to the target
demographic ensures that people of the right age are talking
about the film and spreading the word.
How can the audience be marketed to
most efficiently?

7. Case Study: Warm Bodies
(2013)

8. ▶ The first promotional materials released for Warm
Bodies were posters, detailing the estimated release date, the
basis for the film and the main actors, with pictures of them
in character.
▶ These were released in June and October of 2012, around 6-8
months before the release of the film.
June 2012

9. ▶ Also in October, YouTube makeup channel Michelle Phan was
partnered with to release a makeup tutorial, also showing
small amounts of footage from the film:
October 2012

10. ▶ This was followed two weeks later, by the official full trailer
for the film, allowing fans to get a good look at the film for
the first time:
October 2012

11. ▶ This was followed, a week later, by this new promotional
poster, which gave a quick summary of the setup in slogan
form:
November 2012

12. ▶ This was followed by the release of a one-minute
teaser trailer in late November:
November 2012

13. ▶ Throughout December, seven new posters were
released, including these:
December 2012

14. ▶ The first four minutes of the film were also released in
full:
December 2012

15. ▶ Finally, in late January, two weeks before the final
release of the film, four propaganda-style posters
were released, including these two:
January 2013

16. ▶ A final clip from the film was also released:
January 2013