A study of movie marketing for its promotion, with reference to the movie "Bad moms"

2. SIMC - Pune
Anjali Jain (MM)
Ankita Sen Negi (PR)
Batch : MBA (2015-17)

3. Bad Moms
Amy has a seemingly perfect life - a great marriage,
over achieving kids, beautiful home and a career.
However, she’s over worked, over committed and
exhausted to the point that she’s about to snap. Fed
up, she joins forces with two other overstressed moms
on the quest to liberate themselves from conventional
responsibilities going on a wild, un-mom-like binge of
long overdue freedom, fun and self indulgence putting
them on a collision course with PTA queen bee
Gwendolyn and her clique of devoted perfect moms
Genre - Comedy
Rating - R
Directed by - Jon Lucas, Scott Moore
Starring - Mila Kunis, Kristen Bell, Kathryn Hahn
Box office collection - $ 65.6 Million
2016 | 101 minutes

4. Target Audience
● Women
● Mother
● Over stressed with the responsibility of children and career.
● Find it difficult to balance time for themselves and the time they devote to others
including family and children.
● Individualist women
● Believe that they deserve to pay attention to themselves also but often find
themselves pressurized to be a perfect mom, perfect wife, perfect employee or
any such figure.
● Tries to escape but still end up falling in the loop
● Mothers in western countries like USA and Australia

5. Promotional Activities
Posters Trailer Social Media
Promotional
Partners and in film
placements
Advertising
Events
Publication

6. Movie Posters
Movie character Posters

11. Trailer Releases

12. 1st Trailer
This trailer was a red band version that starts
off by focusing on Kunis’ character as she
tries to juggle kids, work, pets and more.
2nd Trailer
This trailer was released and was a green
band trailer. This trailer starts off by
introducing the 2 leads that are more
explanatory of who they are but then hits
largely the same notes as the 1st one. A few
scenes are different but its the same basic
concept.
3rd Trailer
Another red band trailer was released which
was expanded version of the green band
edition.

13. Social Media

14. Twitter Official
Website
Facebook YouTube Others

15. Official Website Facebook YouTube Others
Twitter

18. Twitter Facebook YouTube Others
Official Website

22. Twitter Official Website YouTube Others
Facebook

24. Twitter Official Website Facebook Others
YouTube

27. Twitter Official Website Facebook YouTube
Other social
media coverage

28. There were many listicles,
articles, engaging write ups
covered across various sites
and blogs. These articles did
not speak about the movie
but revolved around
confessions of not being a
perfect mom. Hence
targeting mothers by
making them share their
experiences and generating
awareness about
BADMOMS.

32. Advertising

33. Plenty of TV advertising was done that sold the movie in various ways from
presenting the “secret life of moms” to how these moms are going to “to change
the rules” and more. Most everything uses footage that we’ve already seen in the
trailers and sells the movie as a wild night out with these moms, who both love and
are kind of fed up with their kids. Online ads used the key are of kunis, Bell and
Hahn in full party mode encouraging people to buy tickets

34. Promotional Partners

36. In Film product placement

38. Mila Kunis drives Chrysler Pacifica

39. Scene from Movie
Christina Applegate drives Range Rover which is shown many times in the
movie

40. Other Product Mentions

41. Televisio
n

42. Ellen DeGeneres Show
Mila Kunis and Kristen Bell appeared on the Ellen DeGeneres Show for Bad Moms’ promotions.
They were joined by Dax Shepard and Ashton Kutcher.

43. Events

44. CinemaCon
Mila Kunis, Kristen Bell and Kathryn Hahn went to Cinemacon which is an exhibition trade
show. Here, STX Entertainment, the studio behind the film, premiered footage of Bad
Moms. After this Mila kunis also talked about how the script resonates with her along with
other co-stars

45. NYC Movie Premiere

46. LA Movie Premiere

47. Online publication

53. Good things about marketing
Appropriate product
partners according
to the movie
Engaging Social
media campaigns
PR was covered
efficiently as they
covered major
shows like Ellen
Show
The articles released pre
launch covered issues
targeting mothers of this
century instead of talking
directly and promoting the
movie directly.
The poster released before
the release of trailer is
engaging as it triggers
viewer to get involved
individually and wonder
which type they fit into.
In the movie the product
placement was done very
subtly

54. The theme of the movie is how a mother has
her own life and she does not have to be a
perfect mom. The promotions focused mainly
on the “bad mom” aspect of the movie instead
of the focusing on pressure part of being a
mother. This created controversy .
Lack of on-ground activations for its
promotions despite having a very focused
TG.
Overly focusing on the message “Bad
Mom” there could have been other
key messages as well.
Promotions do not focus on the key
message of the movie i.e. It is okay to
not be perfect mom.
Not so good things about marketing

55. Suggestions
➔ They could have done on
ground promotion to
engage women at various
places like mall, kids
play zone, schools
➔ They could have done
experiential marketing to
sell experience instead of
just the key message “ It is
okay to not be perfect
mom”
➔ More innovative
campaigns could have
been designed