Marketing campaign


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Marketing campaign

  1. 1. Marketing CampaignA New ‘James Bond’ Film By Sarah Innes
  2. 2. Press JunketsLocationMayfair Hotel London – This hotel is well known for holding major events such as BFI film festival and LondonFashion week, this hotel fits in well with the classy James Bond film and it also offers many well suit rooms tohold the press Junket such as the screening room.Screening Room – The May Fairs screening room holds seating up to 201, In front of the 8m screen a stage,available with optional speakers podium, provides an energising and inspiring platform for multimediapresentations. This room offers a stage for the cast and crew to sit and a screen to show case pictures of thenew film and a option to show clips. The room holds many seats for the press, allowing enough room forcamera equipment and lighting.Review of Hotel – I know that this Hotel will be good to hold this event due to the amount of research I havegathered concerning peoples views of the Hotel and their thought of they facilities to hold events. On the THXScreening website, they review the room which they created at the Mayfair: THX Certified Screening roomsblend the acoustic performance and aural impact of a THX Certified Cinema in a smaller room—ideal for criticalscreenings, business presentations, focus groups and editorial reviews. THX defines every aspect of sound andpicture quality in its screening room program, from sound isolation and reverberation management to roomacoustics and screen positioning.Newspapers and TV channels which will attendThe Times, BBC News, Daily Telegraph – TA, High middle and upper class Conservatives.Sky News, The Guardian, MTV – TA, 12-24, average age of viewers is 21.Empire Magazine – TA, Male aged 16-30, TV GuideI have decided to invite this group of press to the press junket as this group is a goodrepresentation of the target audience group of media. As well as getting the news of the movie tothe target audience this group of media will also create a good write up for the new movieconsidering the pros and cons of the storyline and the cast.
  3. 3. This will help create attention surrounding the release because of the amount of published writeup which people have read in well established film magazine such as Empire reasuring the publicthat the movie is well worth seeing.The Eon Production company has hosted many press junkets before for the James Bond Movies,the latest one which they hosted was for the new James Bond Skyfall (2012) movie. This was heldin London in November 2011, the principle cast and director attend this event, helping to create abig hype for the new movie as they shared a few secrets of the new movie including the wellwaited name Skyfall and the new Bond girl Bérénice Marlohe. This press junket created a big buzzfor the new movie as the fan had something to wait for, this also helps to create extra attentionfor this movie with the award companies as they can expect this movie might be a consider foraward in 2013.On, the website reviewed the anouncements made at the Skyfall press junket London 2012 ‘rumored for awhile, the 23rd James Bond film (and third starring current Bond, Daniel Craig), will be titled Skyfall, as was announced at a bigpress junket in London. Those at the press conference — which included Craig, director Sam Mendes, and new “Bond girl”Bérénice Marlohe — offered little detail on the plot of the film, except “Bond’s loyalty to M is tested as her past comes back tohaunt her; MI6 comes under attack, and Bond must track down and destroy the threat, no matter how personal the cost” whichsounds very generic (no surprise, though) and that it will not continue the storyline established in the previous two Craig Bondfilms and is not based on any preexisting Bond material. The film is to shoot in Whitehall, Scotland, Turkey and, as usual, PinewoodStudios’. ‘It’ll take a bit of time for me to warm up to the title — Skyfall sounds like a bad ice skating routine to me, but damn, am I happyto hear that that it’s finally moving forward. There are very few films that pack the punch of a James Bond film, so it’s great tohave you back, Mr. Bond.The script for Skyfall was written by Neal Purvis and Robert Wade, who have written the past four Bondfilms, and are joined by John Logan (Any Given Sunday, Gladiator) this time around. Naomie Harris will play a character namedEve (not Moneypenny, as previously reported), and Javier Bardem will play the film’s villain. Also in the cast is Albert Finney, RhysIfans and Ralph Fiennes, and Judi Dench will return as M. It is believed that part of the film will be set in South Africa, a first forBond. The film is set for a worldwide release on November 9, 2012’.
  4. 4. TrailerThe new James Bond movie will be a 12 certificate , this means that the movie trailer will be shown in advert breaks and inmovies which are suitable for children 12 and over. The target audience for this film is men and women age 13 to 59, the bestadvertising strategise for this film is to play the trailer in the slots of TV programs and films which people in the target audiencewill watch and enjoy. This will make the film instantly appeal to them as if it appears at the correct time the trailer will make theaudience want to see the film when it comes out in the cinema.TV Advertising Slots for TrailerSpartacus: Vengeance – Showing the James Bond film trailer in the advertising slots in this TV advert will help raise awareness tothe target audience which will watch the show and would be interested in the new Bond movie. This TV show will attract thetarget audience for watching the James Bond trailer due to the historic action drama which the movies target audience willenjoy to watch.Grimm – I will show the James Bond trailer during this TV show due to the connection of the target audience between the TVshow and the James Bond movie. Getting the target audience to see this trailer will help show them the story of the new JamesBond movie which will create a buzz to make them see the movie in cinemas when it is realised.Unforgettable – I will play this movie in the TV advert break of the show Unforgettable show due to the sharing the same actiongenre and audiences as the James Bond movie. This trailer will bring in more audience to the new James Bond film boosting theBox office release total.Movie Advertising Slots for TrailerThe Hunger Games (2012) – Showing the film trailer before The Hunger Games helps gather the younger target audience for thenew James Bond movie. This movie will invite the younger James Bond target audience due to the connection of the actionadventure which both movies share and which the target audience is drawn to.This Means War(2012) – By showing the new James Bond trailer before the viewing of This Means War will help gather in themiddle age of the target audience, making them want to see the movie when it comes out in cinemas. This movie will invite theJames Bond middle age range of 22-34 to the cinema because of the comedic twist of CSI agents and the fight for love.The Bourne Legacy (2012) – Playing the new James Bond trailer in the cinema before Bourne Legacy will help bring the movie tothe attention of the older target audience of James Bond, making them want to see the movie when it comes out in cinemas.This movie will help draw the audience aged 35-59 due to the history of the Bourne movies being twisted special agent movieswhich started in 2002. This movie also shares the same target audience as James Bond to make sure that the correct audienceknows about the release of the film and wants to see the movie.
  5. 5. PosterThe most effective way to advertise the James Bond film is displaying billboards and posters in the center of London, putting themup in tube stations and busy shopping streets such as High Street Kensington. I would hang up the movie posters in these places toattract the busy city workers and the student which will see the posters while walking down a street in their break or traveling towork, catching their attention and informing them of the well awaited new movie. This will also attract their attention due to thedemand of a much needed break which would include a nice evening going to the movies when the film come out.Examples of Tube Posters Examples of Billboards on Shopping StreetsTaking of Pelham 123 took in a gross of $65,452,312 Transformers 3 took in a gross of $352,390,543 A spokeswoman for Clear Channel said the Cromwell Road billboards deliver an estimated 2.3 million impacts every two weeks, this adjusts the box office figures dramatically if you have a eye catching poster for the movie as many people are attracted to big billboards if advertised well such as the two examples above Taking of Pelham 123 and Transformers 3. Transport Media believe the London Underground Tube plays a key part in attracting targeting audiences in London, 150,000 commuters use the underground ever hour which offers brands the opportunity to communicate to their audiences using different types of advertising products. The London Transport media which helps advertising teams place their work offer twenty different types of media products with each one being created to reach a specific audience type. With statistics coming in very high with advertisement placements in London it shows that Billboards and Poster placed int he correct location for the target audiences is one of the key tools in a movies success. If the James Bond posters follow in the same footsteps of advertisement successes as Harry Potter the movie will bring in the audience.
  6. 6. Viral CampaignViral campaigns are very important in bringing in the younger target audience in with any film, this is because 60 percent ofteenagers spend on average 20 hours per week in front of computer screens and some even higher. With the percentage being sohigh this is one of the main advertising strategies, putting web banner up on Facebook and setting up a Twitter account for the moviewill send out the message quickly of the new movie to the younger audience. Due to he amount of interactive media you can set upin the advertising posters on the web this will instantly attract the eye of the web users as if you click on the poster it will direct youto the movie website and onto the trailer which will make them want to see the movie.With the main part of the target audience being the older generation the viral campaign will not work as much as it will on theyounger part. But with the increase of time which the older generation spends online it does bring to attention the need for a JamesBond website for the new movie. This website will include the latest news, trailers and clips of the up coming movie as well asconnections to local cinemas with times and booking information. With this website being so interactive it is easy for the adult todecide if the like the movie and if they want to see it, they confirm this with the link to cinema bookings. The older generation willfind out about this website mainly because of seeing the many posters around the cities and town which will help advertise the useof the new website for more information. James Bond Skyfall (2012) official movie website with Sony Pictures. This website is also interactive with a option to like the age which will automatically show on your Facebook page, advertising the new movie amongst all our friends. Their Facebook pages has 17,475 likes and 44.003 followers on Twitter which insures a constant growing of a fan bass before the realise of the movie.
  7. 7. MerchandisingMany types of merchandising will not work for this film due to the high target audience range that this movie holds. Even thoughthe older part of the audience will not be interested in the merchandising the younger generation might, many of them wouldbe interested in buying posters of the movie as this is a very common way of expressing your personality in you bedroom quitecheaply. There are many forms of poster you can produce to sell on websites such as Amazon and stores such as HMV. You cancreate poster of a varied size and price with some of them coming in a frame and have a copy of the stars signature on it toincrease sales popularity of the film. Other merchandise which the studio would consider for a movie like James Bond is a videogame, this merchandise product will be targeted at the younger male target audience and would be made to copy the storylineof the movie to make it seem that the user is James Bond helping build a connection between the love of the game and themovie.Film producers and distributors rarely manufacture film-related products themselves, but license the right to sell these productsto other companies. The owners of licensable film properties are most often the major film studios. Studios revenues frommerchandise vary greatly depending on the films released in any one year. These companies have serious interests inmerchandising and consumer goods, as indicated by the $2.5 billion revenues reported by Disneys Consumer Products divisionin 2004. The movie Lord of the Rings took 10 percent of the budget for the trilogy and was raised by selling rights to videogames, toys, and merchandise companies. These products can be useful in promoting films, due to this the movie basedmerchandise is often part of the massive, coordinated promotional campaigns and started months before a films release.If the James Bond game and poster were realised before the movie it will help the promotional campaign for the realise of themovie in cinemas. It will help inform the younger generation about the movie and the different characters helping educate themabout the James Bond history conclusively making them want to see the movie in cinema bringing up the box office total.
  8. 8. The success of film merchandise can be restricted depending the time of release and the products tie in with the movie, but it you getthe film merchandise right it can help boost the movies statues. Movie-based merchandising can be viewed as part of the proliferationof commercialization in Hollywood, the increase in animated features, and the rerelease and remaking of films with readilyidentifiable, ongoing characters and themes. Licensed products represented $66.5 billion in retail sales in North America in 1990, buthad grown to around $110 billion by 2003. The International Licensing Industry Merchandisers Associations Licensing Letterestimates that $16 billion is derived annually from sales of entertainment merchandise. I big percentage of the movie taking in total,making the movie bigger and more success due to the rise in gross.Pixar’s Toy Story has racked up some $8 billion in merchandise sale sense the release of the first movie in 1995. The merchandisewhich they have produce include the theme of all their different characters making them into toys of different sizes and form to suitdesire of their audience range. The merchandise which they create change and improve before the realise of a new Toy Story movie,the introduce the new characters to shops to helps create a buzz of excitement to increase the box of total when the movie isreleased in the cinema.