2. Project Outline:
2023 marks the 30th Anniversary of the Tim Burton film, The Nightmare
Before Christmas. To celebrate this, I will be planning and creating a
marketing campaign for the re-release premiere of the film including PR
packages, social media content, and other relevant promotional material.
By the end of my project, I aim to have produced:
• A promotional poster for the premiere
• A mockup of what the carpet and backdrop will look like at the event
• An example PR package that would be sent out to influencers including
invites to the event
• A planned marketing campaign including mockups of guerilla marketing
and social media posts.
The event would take place on October 31st, 2023, at the Odeon in Leicester
Square.
4. Aims, Objectives and Success Factors:
I want to make a campaign that is cohesive throughout
every asset I produce.
By the 20th February 2024, I want to have designed:
- 1 carpet
- 2 backdrop mockups
- 2 film posters
- 3 types of guerilla marketing
- A social media campaign containing 9 posts (a mix of
images and videos)
- A mockup PR package containing 8 items
I want to physically produce:
- 1 PR package including the items
- The social media campaign
- The film posters
To do this, I need to stick to my GANTT chart and follow
the dates I’ve given myself to produce each asset. I need
to complete each task in this order:
1. Film Posters
2. Carpet and Backdrop (this can be produced last but
needs to be designed early on)
3. PR Packages
4. Social Media Campaign
5. Guerilla Marketing
Most of these tasks can be ongoing at the same time
but the first thing to be completed needs to be the
posters. Before creating each asset, I need to make sure I
have all the resources to efficiently produce my
campaign.
6. Examples of PR Packages
For PR packages I looked at several films
including:
• Super Mario
• Renfield
• The Little Mermaid
• In The Heights
• Bodies, Bodies, Bodies
• Evil Dead Rise
• Asteroid City
• Barbie
I looked at a variety of genres to see if that
impacted the items that were included. I also
spoke to a talent manager who has received
many pr packages to see if there were any
common items across each box.
18. Possible Extensions and Development
Opportunities - Open a pop-up shop on
Oxford Street and inside the
cinema that would sell limited
edition anniversary merch.
- Re-release the DVD in a higher
quality resolution. The DVD
could also contain extra features
such as a directors cut and an
audio-descriptive version to
make the DVD more accessible
to viewers.
- Offer meet and greets with the cast where fans can have
a photo taken in front of the movie background on the
carpet.
- Take the movie premiere on tour
around the UK and then
internationally.
- Do an outdoor screening of
the film or a drive–in film at a
Halloween themed attraction.
- Do ‘The Nightmare Before Christmas’ live experience similar
to the SAW experience and the Stranger Things experience.
- Have a stall at the
next Film & Comic
con including a Q&A
with the cast, Danny
Elfman and Tim
Burton.
- At the cinema, have themed
drinks and food for the movie that
come in reusable cups.
- Do an event at the
Theatre Café Diner
where for one night
only, the diner is The
Nightmare Before
Christmas themed.
19.
20.
21.
22. Bibliography:
- @beautieandthebubbly. (2023) 2nd June. Available at:
https://www.tiktok.com/@fromabolivian/video/7225770725741727019?is_from_webapp=1&sender_device=pc&web_id=7305394231962928673 (Accessed: 17th November 2023)
- @blakespopnook. (2023) 3rd April. Available at:
https://www.tiktok.com/@fromabolivian/video/7225770725741727019?is_from_webapp=1&sender_device=pc&web_id=7305394231962928673 (Accessed: 17th November 2023)
- @cinemonika. (2023) 25th June. Available at:
https://www.tiktok.com/@fromabolivian/video/7225770725741727019?is_from_webapp=1&sender_device=pc&web_id=7305394231962928673 (Accessed: 16th November 2023)
- Craig Thomas. (2016). 8 Movie Premieres That Were Picketed And Why. [Online]. Den Of Geek. Last Updated: 24th February 2016. Available at:
https://www.denofgeek.com/movies/8-movie-premieres-that-were-picketed-and-why/ [Accessed 18 November 2023].
- @fromabolivian. (2023) 25th April. Available at:
https://www.tiktok.com/@fromabolivian/video/7225770725741727019?is_from_webapp=1&sender_device=pc&web_id=7305394231962928673 (Accessed: 16th November 2023)
- Hannah Pisani. (2022). 13 Film Industry Stats You Should Be Aware Of In 2023. [Online]. RAINDANCE. Last Updated: 31st December. Available at: https://raindance.org/13-film-
industry-stats-you-should-be-aware-of-in-2023/ [Accessed 15 November 2023]
- Maddy Mussen. (2023). London goes pink! Barbiemania hits the capital with pink phone booths and Barbif. The Standard. [Online]. 12th July 2023. Available at
https://www.standard.co.uk/lifestyle/london-goes-pink-barbiemania-hits-the-capital-with-pink-phone-booths-and-barbified- [Accessed 17th November 2023].
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https://www.tiktok.com/@fromabolivian/video/7225770725741727019?is_from_webapp=1&sender_device=pc&web_id=7305394231962928673 (Accessed: 17th November 2023)
- Orchard. (2016). × An interactive look at Channel 4's advertising campaign for Humans. [Online]. Orchard. Last Updated: 13th October 2016. Available at:
https://www.orchard.co.uk/blog/an-interactive-look-at-channel-4s-advertising-campaign-for-humans-128 [Accessed 17th November 2023].
- Sara Spary. (2015). Channel 4 behind 'synthetic human' robot stunt. Campaign. [Online]. 12th May 2015. Available at https://www.campaignlive.co.uk/article/channel-4-behind-
synthetic-human-robot-stunt/1346768 [Accessed 18th November 2023].
- Statista. (2023). Average movie ticket price in the United Kingdom (UK) from 2000 to 2022(in GBP). [Online]. Statista. Available at
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