Sony godzilla


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Sony godzilla

  2. 2. SYNERGY  When big companies formulate a brand strategy they increasingly try to synergize their marketing efforts.  In other words, the aim is to extend the brand into other relevant product categories.  In recent times, cross-promotional tie-ins have become all the rage and have proven, if indeed proof was needed, that brands have become larger than the specific products they represent.  This trend is particularly obvious within the entertainment industry.
  3. 3. Example:  Brand synergy is more apparent in the world of movies.  George Lucas’ Star Wars franchise was the first to exploit the full possibilities of brand extension.  As well as through movies, consumers have been able to interact with the Star Wars brand in numerous other ways.  They have bought Star Wars action figures, read Star Wars novels, played the Star Wars computer game and worn Star Wars pyjamas.
  5. 5. Other examples…
  6. 6. The GODZILLA move…  1998: With the release of Godzilla, Sony believed it had created a monster movie hit.  Indeed, it is difficult to think of a movie that looked more likely to become a blockbuster.  Sony had spent US $60 million implementing the teaser campaign.  Sony had Puff Daddy rapping its way through one of the most expensive promo videos ever made for the Godzilla theme tune.
  7. 7.  Furthermore, a replica of the star of the movie – a skyscraper- high green monster – was guaranteed to make a fantastic toy.  Most significantly, owing to Sony’s newly consolidated cinema holdings, the film was shown on more screens in its opening weekend than any other in movie history.  On the day of its launch, one in five cinema screens were playing Godzilla.
  8. 8. Weak promotion  All the money was spent on a slick ad campaign which resulted in bad word of mouth publicity.  Even before the movie launched, news was spreading on the Internet of just how terrible it was.  However, Sony was determined to get the online reviewers on side.  Sony even paid Harry Knowles, the owner of the highly influential site AintItCoolNews, to fly out for the premiere in New York.
  9. 9. Movie Review by James Berardinelli  Godzilla is the ultimate culmination of the ‘who cares about plot’ summer movie.  The script isn’t ‘dumbed down’, it’s lobotomized.  With the possible exception of a mildly enjoyable car chase near the end, there isn’t a sequence in this film that raises the pulse.  Even the scenes with dozens of aircraft attacking the monster are so devoid of tension and suspense that they are yawn-provoking.
  10. 10. Cont’d…  Godzilla became one of the idiotic blockbuster movies of all time.  63 fundamental flaws were out by the online discussion group i.e. ‘Godzilla can outrun helicopters but he can’t keep up with a taxicab’.  It was interesting when three years later Sony received much more positive reviews for its summer blockbusters.  Quotes from David Manning, the reviewer from the Ridgefield Press, were included on posters promoting the comedies A Knight’s Tale and The Animal.
  11. 11. David Manning… exposed  In June 2001 Newsweek magazine revealed that David Manning didn’t exist, and had been invented by an unidentified Sony marketing executive the summer before to put a bit of positive spin on the hit-starved studio’s films.  Manning’s ‘reviews’ had also made their way onto posters promoting Sony’s Hollow Man and Vertical Limit movies.  ‘It was an incredibly foolish decision, and we’re horrified,’ a Sony spokeswoman said at the time.
  12. 12. So… where Sony failed for Godzilla???  Everything about the movie had been big – the star, the special effects, the marketing budget, the brand tie-ins – but it hadn’t been enough.  The excessive amount of hype and brand extensions Sony had created for Godzilla ended up working against it  It is true that branding is often more about perception than reality, but if your end product is truly awful the brand perception will always be negative.
  13. 13. Meeki’s Mad Mind Thank you