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HYPEin the movie industry<br />Presented by: Goh Guan Yi Gwen (UB No. 08028639) <br />
The U.S. Movie Industry<br />Worldwide box office for all films reached US$29.9 billion in 2009, a 7.6% increase from 2008...
Marketing expenditure for a movie can cost as high as 50%of the production costs.<br />
What is Hype?<br />Dictionary:‘Deception’, ‘A confidence trick’ or ‘A publicity stunt’<br />Scholars:‘Mechanism to stimula...
Indicators of Well-Hyped Movies<br />Opening weekend sales<br />Representation of the motivational power of an effective m...
Hypothesis<br />Marketing campaign effectiveness for movies in the 21st century revolves around hype; hype is critical in ...
Literature Review<br />Making a purchase decision<br />Consumer Decision Process<br />Social Influence and Peer Pressure<b...
Literature Review Summary<br />Decision to watch a movie do not follow a sequential thought process .<br />Response proces...
Hype creation goes beyondtraditional marketing.<br />
The Dark KnightWhy So Serious Campaign <br />SOSTAC Analysis<br />
SOSTAC<br />Situational Analysis<br />The campaign was concentrated in the U.S. market.<br />Primary target audience are m...
SOSTAC<br />Pest Analysis<br />Economic<br />Launched during 2008 subprime mortgage crisis.<br />Social culture<br />Holly...
SOSTAC<br />SWOT Analysis<br />Strengths<br />Proven track record<br />Weaknesses<br />Death of Heath Ledger<br />Opportun...
SOSTAC<br />Objectives<br />Marketing <br />Drive ticket sales<br />Dominate box office sales<br />Surpass gross revenue r...
SOSTAC<br />Strategies<br />Message<br />Appeal to the inner child within the target audience<br />Media<br />Online and o...
SOSTAC<br />Tactics<br />Outdoor ad buys<br />Fictional websites<br />Leveraging on Comic Con Exhibition<br />Rallies for ...
SOSTAC<br />Tactics<br />
Tasks list at www.whysoserious.com <br />
Gotham Police Department<br />Gotham Cab<br />
Gotham Unified School District<br />Gotham National Bank<br />
@ Comic Con Convention 2008<br />
SOSTAC<br />Action<br />Campaign was launched in May 2007, slightly over a year before the movie’s release in July 2008.<b...
SOSTAC<br />Control<br />Campaign activities were limited within the confines of the U.S.<br />More variables can be contr...
Source: http://www.hollywoodchicago.com<br />
Results for ‘Why So Serious’ campaign<br /><ul><li>Over 100,000 email submissions
Over 10,000 videos and pictures
Over 2,000,000 website visitors
Over 2,000,000 unique downloads of The Dark Knight preview trailer
Over 70,000 phone calls</li></li></ul><li>“One of the most interactive movie-marketing campaigns ever hatched by Hollywood...
Primary Research<br />Objectives<br /><ul><li>Determine if hype marketing done before the movie is critical in the formati...
Targeted at US respondents from The Dark Knight’s Facebook page.
Sample size of 200
Qualifier question – Have you watch The Dark Knight?</li></ul>Method<br /><ul><li>Structured, close ended questions
‘Others’ options were given when applicable</li></li></ul><li>Key Research Findings Summary<br />
Key Research Findings Summary<br />
Key Research Findings Summary<br />
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Gwen Goh - Final Year Project

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Gwen Goh - Final Year Project

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Gwen Goh - Final Year Project

  1. 1. HYPEin the movie industry<br />Presented by: Goh Guan Yi Gwen (UB No. 08028639) <br />
  2. 2. The U.S. Movie Industry<br />Worldwide box office for all films reached US$29.9 billion in 2009, a 7.6% increase from 2008<br />
  3. 3. Marketing expenditure for a movie can cost as high as 50%of the production costs.<br />
  4. 4. What is Hype?<br />Dictionary:‘Deception’, ‘A confidence trick’ or ‘A publicity stunt’<br />Scholars:‘Mechanism to stimulate an atmosphere of excitement or enthusiasm’<br />Responses from exploratory pilot study: ‘To amplify and make something bigger than it really is’<br />‘Excessive publicity’<br />‘Bring up the energy to a very high level’<br />‘A sense of excitement that intrigues your motivation towards accomplishing something’<br />
  5. 5. Indicators of Well-Hyped Movies<br />Opening weekend sales<br />Representation of the motivational power of an effective marketing campaign to convert hype and anticipation for a movie into ticket sales.<br />Buzz<br />Where hype is present, there must be significant word-of-mouth or buzz.<br />Buzz is a dominant force in building hype<br />
  6. 6. Hypothesis<br />Marketing campaign effectiveness for movies in the 21st century revolves around hype; hype is critical in the formation of demand for a movie before its release and it also determines the overall success of the movie.<br />
  7. 7. Literature Review<br />Making a purchase decision<br />Consumer Decision Process<br />Social Influence and Peer Pressure<br />Response process towards movie advertising<br />Traditional Hierarchy Models<br />Alternate Hierarchy Models<br />Consumer Involvement Theory (Adcracker.com)<br />
  8. 8. Literature Review Summary<br />Decision to watch a movie do not follow a sequential thought process .<br />Response process towards movie advertising varies amongst consumers.<br />Selection of the movie to watch is based on emotional reasons rather than logic.<br />The strong social component in movie validated the influential power from social groups.<br />Consumer involvement theory is the most relevant and practical.<br />Movie as a product: Low involvement / emotional<br />
  9. 9. Hype creation goes beyondtraditional marketing.<br />
  10. 10. The Dark KnightWhy So Serious Campaign <br />SOSTAC Analysis<br />
  11. 11. SOSTAC<br />Situational Analysis<br />The campaign was concentrated in the U.S. market.<br />Primary target audience are mainly Batman fans. <br />Secondary target audience are comic books fans or people who like super hero films.<br />
  12. 12. SOSTAC<br />Pest Analysis<br />Economic<br />Launched during 2008 subprime mortgage crisis.<br />Social culture<br />Hollywood has a significant cultural impact worldwide.<br />Going to the movie is a lifestyle activity for Americans.<br />Technology<br />Filmed in 2-D rather than 3-D.<br />
  13. 13. SOSTAC<br />SWOT Analysis<br />Strengths<br />Proven track record<br />Weaknesses<br />Death of Heath Ledger<br />Opportunities<br />Death of Heath Ledger<br />Strategic timing of film release<br />Threats (Potential)<br />Movies launched near the same period<br />
  14. 14. SOSTAC<br />Objectives<br />Marketing <br />Drive ticket sales<br />Dominate box office sales<br />Surpass gross revenue record of its 1st batman sequel<br />Marketing Communications<br />Generate anticipation for the movie by creating buzz<br />
  15. 15. SOSTAC<br />Strategies<br />Message<br />Appeal to the inner child within the target audience<br />Media<br />Online and offline element<br />Alternate reality game<br />Form deeper engagement with audience<br />Enhanced realism of The Gotham City<br />
  16. 16. SOSTAC<br />Tactics<br />Outdoor ad buys<br />Fictional websites<br />Leveraging on Comic Con Exhibition<br />Rallies for Harvey Dent<br />Scavenger hunts<br />Collaboration with Domino<br />Collaboration with Nokia<br />
  17. 17. SOSTAC<br />Tactics<br />
  18. 18. Tasks list at www.whysoserious.com <br />
  19. 19.
  20. 20. Gotham Police Department<br />Gotham Cab<br />
  21. 21. Gotham Unified School District<br />Gotham National Bank<br />
  22. 22. @ Comic Con Convention 2008<br />
  23. 23. SOSTAC<br />Action<br />Campaign was launched in May 2007, slightly over a year before the movie’s release in July 2008.<br />Rolled out in multiple phases, each with a different objective.<br />Pre-Phases<br />First aim was to create a general awareness of the movie.<br />Participants with Joker make-up roamed the streets.<br />ARG<br />Rise of the Joker<br />Campaigning for Harvey Dent<br />Uncovering cell phones in cakes<br />Scavenger hunts<br />
  24. 24. SOSTAC<br />Control<br />Campaign activities were limited within the confines of the U.S.<br />More variables can be controlled<br />Ground staff could be easily mobilized<br />Well-thought out activities to minimized possibilities of causing harm and disruption.<br />Buzz<br />
  25. 25. Source: http://www.hollywoodchicago.com<br />
  26. 26. Results for ‘Why So Serious’ campaign<br /><ul><li>Over 100,000 email submissions
  27. 27. Over 10,000 videos and pictures
  28. 28. Over 2,000,000 website visitors
  29. 29. Over 2,000,000 unique downloads of The Dark Knight preview trailer
  30. 30. Over 70,000 phone calls</li></li></ul><li>“One of the most interactive movie-marketing campaigns ever hatched by Hollywood”<br />- LA Times, March 2008 <br />
  31. 31. Primary Research<br />Objectives<br /><ul><li>Determine if hype marketing done before the movie is critical in the formation of demand and whether it has a direct impact on the success of the movie as the top grossing movie for opening weekends of all times.</li></ul>Research Design<br /><ul><li>Online survey
  32. 32. Targeted at US respondents from The Dark Knight’s Facebook page.
  33. 33. Sample size of 200
  34. 34. Qualifier question – Have you watch The Dark Knight?</li></ul>Method<br /><ul><li>Structured, close ended questions
  35. 35. ‘Others’ options were given when applicable</li></li></ul><li>Key Research Findings Summary<br />
  36. 36. Key Research Findings Summary<br />
  37. 37. Key Research Findings Summary<br />
  38. 38. Research Limitations<br /><ul><li>Time
  39. 39. Restriction of sample method
  40. 40. Unrepresentative sample size</li></li></ul><li>Conclusion<br />
  41. 41. Putting the Campaign into Perspective<br />Hype creation goes beyond traditional marketing<br />Marketing traditional assets in unconventional way<br /><ul><li>Using Comic Con to release movie trailers.</li></ul>Motivation for tickets purchase stems from emotional aspect<br />Majority follow a ‘FeelThinkDo’ process.<br /><ul><li>Introduce arousing elements to get the target audience to be emotionally engaged</li></ul>Implication of the nature of movie (as a product)<br />Strong social component: Introducing social component into the campaign<br /><ul><li>Leverage on core target audience to reach out</li></ul>Low involvement: Consumers engagement may be a challenge<br /><ul><li>Roll out multiple phases of activities </li></li></ul><li>Strategic Recommendation<br />
  42. 42. Hype Creation for Movies<br /><ul><li>Low involvement product; high involvement marketing.
  43. 43. Intense level of interactivity.
  44. 44. Strong social component.
  45. 45. Relevance to target audience.</li></li></ul><li>Questions?<br />

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