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MARKETING A BLOCKBUSTER
Deborah Sheppard
Marketing Director
Paramount Pictures UK
Audience
CORE AUDIENCE
12-34 Males
SECONDARY AUDIENCE
All adults
WHEN?
• When – is the best date for the film?
May 09
• When – can/should the marketing start?
Over a year prior to release (teaser trailer Jan 08).
Phasing
-1
year
-6
months
-2 -1 Release +1 +2 +3
Weeks
IN-cinema/publicity
(Jan 08)
Main POS/trailers
(Nov 08)
Blockbuster launch
Multi-media, concentration on A/V
capability
Large formats, sense of scale
Promotions/premiere
Film fans/cinema
goers
16-34 Men
Blockbuster fans
Male-skewed
media
Promoting
word-of-mouth
STAR TREK
2008
Sci-Fi Channel
Avg rating: 0.02
Individuals: 13k
£49.9m total UK box office
2008
Virgin1
Avg rating: 0.14
Individuals: 77k
2008
Virgin1
Avg rating: 0.18
Individuals: 105k
2008
Virgin1
Avg rating: 0.09
Individuals: 52k
2008
Virgin1
Avg rating: 0.16
Individuals: 90k
Last two Star Trek films at the box office
Financial Flops!!!
Star Trek: Nemesis (2003)Star Trek: Nemesis (2003)
Star Trek: Insurrection (1999)Star Trek: Insurrection (1999)
Box office: Opening w/end (£2.7m) Lifetime (£7.7m)
Age: 7-14(6%) 15-19(10%) 20-24(11%) 25-34(29%) 35+(44%)
Sex: Male (66%) Female (34%)
Class: ABC1 (60%) C2DE (40%)
Core audience: 25+ adults (male skew)
Box office: Opening w/end (£2m) Lifetime (£4.8m)
Age: 7-14(6%) 15-19(9%) 20-24(16%) 25-34(23%) 35+(46%)
Sex: Male (60%) Female (40%)
Class: ABC1 (64%) C2DE (36%)
Core audience: 25+ adults (ABC1 & male skew)
Star Trek Selling Points
The passion & vision
of JJ Abrams
“
A complete re-invention of
an iconic property
Completely new cast
portraying much-loved
characters
Supreme production
values
* Quote from Paramount Star Trek Roadshow, 2008
Building the audience
The bullseye Star Trek fan…
IF this was just another Star Trek sequel, not the biggest blockbuster of the summer
25+ male sci-fi fans (Trekkies)
Mean age = 42
ABC1 skew
Married
No children in household
Love to buy new gadgets (199 index)
Influenced by internet reviews (172 index)
First place I look for info is internet (159 index)
I am introverted (142 index)
Know what the Kobayashi Maru is
Speak fluent Klingon
Cringe whenever a red shirt enters the screen
NOT traditionally drivers of strong
blockbuster performance
Making Star Trek the Biggest Blockbuster
MINIMISE
LEGACY (STAR TREK)
CONTEXT (SCI FI)
RETRO FEEL
INSULARITY (TREKKIES)
MAXIMISE
NEW CAST
ACTION/VISUAL EFFECTS
CUTTING EDGE COOL
UBIQUITY
SPECTACLEGEEK FEST
JJ ABRAMS’ STAR TREK
Like these…
Iron Man (2008)
Transformers (2007)
Box office: Opening w/end (£8.7m) Lifetime (£23.3m)
Age: 7-14(20%) 15-19(18%) 20-24(14%) 25-34(22%) 35+(26%)
Sex: Male (69%) Female (31%)
Class: ABC1 (59%) C2DE (41%)
Core audience: Males of all ages (15-34 skew)
Box office: Opening w/end (£5.5m) Lifetime (£17.2m)
Age: 7-14(17%) 15-19(19%) 20-24(18%) 25-34(17%) 35+(29%)
Sex: Male (71%) Female (29%)
Class: ABC1 (63%) C2DE (37%)
Core audience: Males of all ages (15-34 skew)
Media Rationale
‘‘The future of blockbusters’The future of blockbusters’‘‘The future of blockbusters’The future of blockbusters’
Broadly targeted (male skew)
Spectacular
Inclusive
Media Strategy Summary
• Associate with cool, iconic properties
• Dominate with impactful placements,
formats and creative
• THE most anticipated film.
CREATIVE
Cinema Posters and Trailers
Usually the first visual material
• Teaser trailer first appeared Jan ’08
• Teaser poster first appeared Nov ‘08
Trailer - Teaser
• Regular trailer first appeared Nov ’08
• Regular poster first appeared Apr ‘09
Trailer - Regular
£6m opening weekend
figures in UK

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Star trek powerpoint

  • 1.
  • 2. MARKETING A BLOCKBUSTER Deborah Sheppard Marketing Director Paramount Pictures UK
  • 4. WHEN? • When – is the best date for the film? May 09 • When – can/should the marketing start? Over a year prior to release (teaser trailer Jan 08).
  • 5. Phasing -1 year -6 months -2 -1 Release +1 +2 +3 Weeks IN-cinema/publicity (Jan 08) Main POS/trailers (Nov 08) Blockbuster launch Multi-media, concentration on A/V capability Large formats, sense of scale Promotions/premiere Film fans/cinema goers 16-34 Men Blockbuster fans Male-skewed media Promoting word-of-mouth
  • 6. STAR TREK 2008 Sci-Fi Channel Avg rating: 0.02 Individuals: 13k £49.9m total UK box office 2008 Virgin1 Avg rating: 0.14 Individuals: 77k 2008 Virgin1 Avg rating: 0.18 Individuals: 105k 2008 Virgin1 Avg rating: 0.09 Individuals: 52k 2008 Virgin1 Avg rating: 0.16 Individuals: 90k
  • 7. Last two Star Trek films at the box office Financial Flops!!! Star Trek: Nemesis (2003)Star Trek: Nemesis (2003) Star Trek: Insurrection (1999)Star Trek: Insurrection (1999) Box office: Opening w/end (£2.7m) Lifetime (£7.7m) Age: 7-14(6%) 15-19(10%) 20-24(11%) 25-34(29%) 35+(44%) Sex: Male (66%) Female (34%) Class: ABC1 (60%) C2DE (40%) Core audience: 25+ adults (male skew) Box office: Opening w/end (£2m) Lifetime (£4.8m) Age: 7-14(6%) 15-19(9%) 20-24(16%) 25-34(23%) 35+(46%) Sex: Male (60%) Female (40%) Class: ABC1 (64%) C2DE (36%) Core audience: 25+ adults (ABC1 & male skew)
  • 8. Star Trek Selling Points The passion & vision of JJ Abrams “ A complete re-invention of an iconic property Completely new cast portraying much-loved characters Supreme production values * Quote from Paramount Star Trek Roadshow, 2008
  • 9. Building the audience The bullseye Star Trek fan… IF this was just another Star Trek sequel, not the biggest blockbuster of the summer 25+ male sci-fi fans (Trekkies) Mean age = 42 ABC1 skew Married No children in household Love to buy new gadgets (199 index) Influenced by internet reviews (172 index) First place I look for info is internet (159 index) I am introverted (142 index) Know what the Kobayashi Maru is Speak fluent Klingon Cringe whenever a red shirt enters the screen NOT traditionally drivers of strong blockbuster performance
  • 10. Making Star Trek the Biggest Blockbuster MINIMISE LEGACY (STAR TREK) CONTEXT (SCI FI) RETRO FEEL INSULARITY (TREKKIES) MAXIMISE NEW CAST ACTION/VISUAL EFFECTS CUTTING EDGE COOL UBIQUITY SPECTACLEGEEK FEST JJ ABRAMS’ STAR TREK
  • 11. Like these… Iron Man (2008) Transformers (2007) Box office: Opening w/end (£8.7m) Lifetime (£23.3m) Age: 7-14(20%) 15-19(18%) 20-24(14%) 25-34(22%) 35+(26%) Sex: Male (69%) Female (31%) Class: ABC1 (59%) C2DE (41%) Core audience: Males of all ages (15-34 skew) Box office: Opening w/end (£5.5m) Lifetime (£17.2m) Age: 7-14(17%) 15-19(19%) 20-24(18%) 25-34(17%) 35+(29%) Sex: Male (71%) Female (29%) Class: ABC1 (63%) C2DE (37%) Core audience: Males of all ages (15-34 skew)
  • 12. Media Rationale ‘‘The future of blockbusters’The future of blockbusters’‘‘The future of blockbusters’The future of blockbusters’ Broadly targeted (male skew) Spectacular Inclusive
  • 13. Media Strategy Summary • Associate with cool, iconic properties • Dominate with impactful placements, formats and creative • THE most anticipated film.
  • 15. Cinema Posters and Trailers Usually the first visual material • Teaser trailer first appeared Jan ’08 • Teaser poster first appeared Nov ‘08
  • 16.
  • 17.
  • 18.
  • 20. • Regular trailer first appeared Nov ’08 • Regular poster first appeared Apr ‘09
  • 21.

Editor's Notes

  1. Origin films of recent times have made their mark predominantly with young males. Star Trek would be no different, with a surfeit of mind-blowing action and visual effects, a dynamic young cast, and the chance to see the birth of a legend. The futuristic setting & “rebel without a cause” James T. Kirk storyline would also resonate most strongly with this audience. Whilst young males would undoubtedly be the main drivers of box office performance, Star Trek would appeal to a wider audience as well. Older people remember the original series (and spin offs) whilst the lure of the young, good-looking cast would prove strong for females. And of course, hardcore Trekkies would be queuing up see the film first. These groups were not targeted extensively, but small, relevant upweights benefited the overall campaign.
  2. May 8 (sandwiched between Wolverine and Angels and Demons) Start nearly a year out.
  3. Rather than target a discreet, receptive audience, Star Trek aimed to reach the maximum number of people possible, by casting the net far and wide. In order to convert non-Trekkies, the environments and formats for this campaign mirrored the awe-inspiring scale of the film, dominating the attention. As opposed to the polarising nature of the series, this film aimed to appeal to everyone. Therefore the media had to feature universally “cool” and iconic environments and the ability to promote talkability.
  4. This campaign aimed to establish Star Trek as the biggest & best action-adventure of the early summer, that just happens to be set in space. To do this the campaign had to overcome any negative connotations the brand name elicits, by associating with iconically cool media properties that the audience knows and loves. Through this association, Star Trek would be accepted and greatly anticipated by an initially skeptical audience Whenever and wherever there was an incredibly popular, innovative, bold and exciting media property, Star Trek dominated through impactful placements, formats and creative. Star Trek’s campaign pushed boundaries through innovation in itself, not in the form of geeky technology, but ideas that transcended the medium and wowed audiences. In the period leading up to Star Trek’s release, the audience would be in no doubt as to the film they were most looking forward to.