2. Anna Karenina
Anna Karenina stuck by traditional ways of marketing
(reflecting the film) – posters and trailers.
3. Social media
Similar to The Dark Knight
Rises, social media has
been integrated into the
official website.
Facebook
Apart from Facebook Anna
Karenina hasn’t been
advertised much on other
social network sites. It
contains links to reviews and
to the official website.
4. Newspaper reviews
There wasn’t really much
information on the film in
newspapers themselves, but
online newspaper reviews on
websites such as The Guardian
and The Telegraph helped to
promote it.
Trailers
The are trailers for Anna Karenina on
multiple websites to advertise the film
including YouTube, however there isn’t a
YouTube channel. Vue cinema released
exclusive content and smaller trailers
from parts of the film to promote it.
5. The Dark Knight Rises
Social media on official website
Social media has been integrated into the
official website for The Dark Knight Rises –
buttons linked to Facebook, Twitter etc,
attract all types of audience as social network
sites are used by people from around the
world and of all ages.
Tumbler Design App
Warner Brothers offered an app
which allowed people to design their
own Tumbler to make it look like
Batman’s vehicles. Users could then
share and rate each others designs.
6. Video content marketing
Warner Brothers released a thirteen
minute video on YouTube containing
fragmented film footage. This was in
addition to trailers and teasers.
iOS App – ‘Augmented Soundtrack
Experience’
The Dark Knight Rises Z+ is a free app
created for iOS devices. It contains over
2 hours of audio and featured a
recording of Hans Zimmer and
Christopher Nolan discussing the film.
7. Facebook
The Dark Knight Rises marketing team shared
content about the film several times per day on
Facebook including photos, early reviews,
previews and the promotion of apps. Facebook
acted as the main strategy, promoting other
strategies.
Twitter campaign
A viral campaign was presented as a
Gotham City police investigation where
users had to find Batman graffiti all over
the world to unlock still frames from the
third trailer.
8. Conclusion
Anna Karenina and The Dark Knight Rises
both had different budgets (TDKR - $250-300
million & Anna Karenina - $30 million) and
different target audiences.
There was far more advertising for The Dark
Knight Rises and in a variety of different
forms. Anna Karenina stuck to traditional
ways of marketing which would also reflect
the film and the target audience (40-50 year
old women) whereas The Dark Knight Rises
reflected modern times with apps for Apple
devices, internet campaigns and social
network site campaigns. If Anna Karenina had
used a wider variety of marketing techniques,
especially online, then they could have
attracted more audiences.
