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Warner bros

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

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Warner bros

  1. 1. Presented by VB Jayashree S Krithika
  2. 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. 3. TIME WARNER DIVISIONS WARNER BROS. TIME INC. HOME BOX OFFICE TURNER BROADCASTING SYSTEM
  4. 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. 5. HISTORY
  6. 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. 7. • 1940 : Released 40 pictures a year, some classics were • 1950 : Notable movies like “House of Wax” (3D), “A Streetcar Named Desire” etc.
  8. 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. 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. 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. 11. WARNER BROS. PICTURES GROUP • The Dark Knight Series • Harry Potter Series • Charlie and the chocolate Factory
  12. 12. WARNER BROS. TELEVISION GROUP • The Big Bang Theory • Two and a Half Men • The Vampire Dairies
  13. 13. WARNER BROS. ANIMATION GROUP • The Looney Tunes • Bugs Bunny • Merrie Melodies
  14. 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 $47.7 million Movie’s Trailer
  15. 15. • Around 283 movies in development 4 in production 13 in pre production , 15 post production stages. • Traditional marketing tactics – screening trailers in theatres – running television and radio spots – advertising in print via movie posters – billboards, newspapers, and magazines – building a web presence through dedicated movie web sites, Facebook fan pages, etc.
  16. 16. • Recent marketing tactics  worldwide scavenger hunts  flash-mobbing  viral videos to alternate-reality games  iPhone apps. • It allows for targeted messaging • Eg: Facebook app that enabled fans to upload photos that put themselves in the movie
  17. 17. • To promote the Batman film „The Dark Knight‟, a campaign was launched around 15 months prior to the release of the film and witnessed participation from millions of enthusiasts from across the world. • They also received posters, teaser trailers, memorabilia, and finally tickets to the movie • These activities helped in sustaining the interest of the audience in the movies & became one of the few films to gross over US$ 1 billion in box office collections
  18. 18. “www.ibelieveinharveydent.com” was the first of a long line of websites dedicated to generating interest in “The Dark Knight”
  19. 19. “I Believe in Harvey Dent” Promotional Packs were sent to those who had registered on the web page
  20. 20. CULTURAL CONSIDERATIONS • ”The Matrix Revolutions” opened simultaneously worldwide in 43 languages and on more than 10,000 screens
  21. 21. CRM • Direct-to-consumer for Warner Bros. started in 2009 • Studio database • Consumer loyalty program • Online endeavors
  22. 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. 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. 24. COMPETITORS PARAMOUNT PICTURES WALT DISNEY
  25. 25. LOGO METAMORPHOSIS 1923-29 1929-36 1936-48 1948-67 1967-70 1970-72
  26. 26. LOGO METAMORPHOSIS 1972 1973-84 2011- present 2011- present
  27. 27. THANK YOU

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