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電影行銷分析:黑暗騎士
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電影行銷分析:黑暗騎士
1.
電子媒介行銷 以黑暗騎士為例
2.
產品介紹 經典漫畫英雄電影 「蝙蝠俠:開戰時刻」續集 敘述蝙蝠俠和死敵「小丑」的衝突,以及和哈維丹特的緊 張關係 價值:經典再現、寫實化風格、小丑魅力
3.
目標群分析 影片定位: 暑期強檔大片 目標受眾: 蝙蝠俠漫畫迷 年輕族群(約 16~36 歲)
4.
行銷策略 前導期: 2007 年 Alternate
Reality Game :將高譚市帶入現實世界 發展期: 2007 年底~ 2008 年 將活動範圍延伸至網路之外 宣傳期:上映前三週 電視強力宣傳
5.
效益評估 成功的病毒式行銷:全球超過一千萬人參與 IMDB:9.4 、爛蕃茄 94% 首周票房高達
1.58 億美元 全球票房超過十億美元 史上最賣座超級英雄片第二名 美國影史上第五賣座電影
6.
The End.
7.
The End.
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