The Boat that Rocked Case Study Summary


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The Boat that Rocked Case Study Summary

  1. 1. The Boat That Rocked (2009) • Case Study Information
  2. 2. Context: Pirate Radio!  "Pirate radio" in the UK first became widespread in the early 1960s when a number of pop music stations, such as Radio Caroline started to broadcast to the UK from offshore ships or disused sea forts.At the time these stations were not illegal because they were broadcasting from international waters.The stations were set up by entrepreneurs and music enthusiasts to meet the growing demand for pop and rock music.  By 1968 21 pirate radio stations were broadcasting to an estimated daily audience of 10 to 15 million.  The 1967 Marine Broadcasting Offences Act officially outlawed pirate stations.  Tony Benn, Postmaster General attempted to have Radio Caroline shut down.  Although this clash comes to a dramatic head in the film, this never actually happened!
  3. 3. Context: Production  The BoatThat Rocked is Curtis's first non- romantic comedy, inspired by his own childhood memories of listening secretly on his transistor radio to the broadcasts of pirate stations such as Radio Caroline, anchored just outside British territorial waters before it was shut down by the Marine Broadcasting Offences Act of 1967.
  4. 4. Factual Information  Released 1 April 2009. Running time: 135 mins  Directed by Richard Curtis for WorkingTitle.  Produced byTim Bevan, Eric Fellner and Hilary Bevan Jones, with Richard Curtis, Debra Hayward and Liz Chasin as executive producers.  Principal Photography begun 3 March 2008 and continued until June.  It stars: Philip Seymour Hoffman, Bill Nighy, Rhys Ifans, Nick Frost, Katherine Parkinson,Tom Sturridge,Talulah Riley, Kenneth Branagh, Jack Davenport, EmmaThompson, January Jones, Gemma Arterton and Sinead Matthews  The film cost £30 mill to produce, but only took £6.1 mill in the U.K. in its first 12 weeks of release, with film critics complaining the film was too long.  Total earnings in UK $10 mill approx.  Total Earnings $28 mill
  5. 5. Factual Information  It was rereleased in the US as ‘Pirate Radio’, in November 2009  Opened in 882 theatres and was #11 that week. The next week in was only in 502 theatres  It earned $5 mill in the first two weeks  Total US earnings $8 mill  Lasted 8 weeks in the theatres
  6. 6. Pre-release marketing Synergy  On the 16th March, The Sun promoted ‘The Boat that Rocked’ through a competition offering the winner tickets to the premier as well as a night in a London hotel and a copy of the sound track. The Sun ‘This prize will make waves’
  7. 7. Pre-release marketing Synergy  On the 28th March,The Mail online offered readers free MP3 players in connection with the film. For one week consumers were also offered free downloadable music and interviews from the cast and crew.
  8. 8.  In a bid to further the marketing of the music in ‘The Boat that Rocked’ Universal signed up Spotify (the peer-to-peer music streaming service).The site created playlists for the main characters which were available on a microsite, with a competition mechanic involving the playlists thrown in to increase click incentive. Fans could download the playlists for all the different DJs and had the chance to win posters and props from the film.
  9. 9. Pre-release marketing Synergy  The tourism bodyVisit Britain under the headline ‘Become a Superstar DJ’ offered fans the opportunity to take a trip aboard the only surviving pirate radio ship,The Ross Revenge that broadcasted Radio Caroline. Winners were also invited to participate in a broadcast. Radio Caroline celebrated its 45th anniversary broadcast over the Easter weekend (11- 12th April 2009) and so this happy coincidence tied in nicely with ‘The Boat that Rocked’ release date.
  10. 10. Cinema and DVD release  ‘The Boat that Rocked’ premiered in London on 24th March.The cast were met by many fans dress appropriately in 60s attire!  The film was released nationwide at the cinema on 1st April  The DVD was released on 7th Sep 2009
  11. 11. Post release merchandising  Posters  T-Shirts  Clothing  Key Rings  Calendars  Tour Books  Albums  Ringtones  downloads.
  12. 12. Why noViral?  It was a traditional British film that stuck to posters and trailers, despite these drumming up initial interest in failed to live up to its budget retaking only a quarter of their production budget.  Unlike American movie companies British ones just want to get the film made and are not known to worry about marketing until post production. However in America throughout the production of the film they are always thinking about how to market the end product.  British films are traditionally not well known for being highly technical or up-to-date in their filming methods or marketing methods.