3. interest
Hesitant… but engaged
All said, the adult group was very engaged in the discussion of the
current movie, the franchise and the new and returning characters.
Therefore, it seems that their reservations can be overcome with
marketing that:
Positions the story as clear and unique from the past movies
Promises even more of the fun adventure they’ve come to
expect
Shows familiar beloved characters -- Captain Jack, Barbossa,
Gibbs
Introduces new, exciting characters -- especially Blackbeard, the
Mermaids and Angelica
page 3
5. cast / characters
Penelope Cruz is well known and liked and
creates positive expectations in her role as
Angelica
Across groups, most say that she “adds” to their
interest in the movie
“She’ll be hot” (teen male; with general teen male
agreement)
“She’s a feminist so she’s also likable by girls”
(teen female)
“You want to be like her” (teen female)
“She’s mischievous / Jack’s equal” (adult female)
page 5
6. cast / characters
Ian McShane in the role of Blackbeard was seen
as a standout character that added to interest
across groups.
Moviegoers especially liked that:
he looks like a great evil villain
his character was an actual historical figure
he seems like he will be rotten to the bone
“I’m a fan of Ian McShane and want to see what he can bring”
-- adult male
“He’s a perfect pirate… green glowing eyes… humongous sword”
-- teen boy
“I want to see how he makes people into zombies”
-- teen boy
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7. cast / characters
Barbossa was remembered from the past movies
by most in these groups and most said he adds to
their interest in the new movie.
Moviegoers liked:
that he and his crew are still in the movie
he was a strong character in the previous movies
he has a new look / cleaned up
Gibbs’ character did not receive a lot of
specific praise.
However, those who did recall Gibbs said they
liked him from the previous movies and were
glad that he is back.
page 7
8. cast / characters
The Zombies mainly added to interest, although with some hesitation
in the adult group based on the potential they will be:
too unrealistic
too corny
unoriginal
“The zombies are cool” -- teen male
“I liked the look of the zombies [after seeing the print visuals]; they
looked more ghostly than brain-eater or hokey” -- mother
-------------------------------------------------------------------------------------------“The zombies were an eye-roll; sounds too unrealistic”
-- adult female
“It’s been done before, the guy coming back as a zombie is too
silly”
-- adult male
page 8
10. heritage
Most children and teens and about a third of parents in these groups
expect On Stranger Tides to be “better than” the previous Pirates
movies because of:
① new characters (Cruz, Blackbeard, Syrena and the Zombies
receiving specific mention)
② a clearer story in comparison to the last installment in particular
(that being the clear quest for the Fountain of Youth)
“I like all the new characters like Penelope Cruz, Blackbeard, Syrena
and the zombies” -- teen female
“It seems better than #3 which had too many things going on”
-- mother
About half of the adult group said this would “not be as good as” the
previous movies because they felt it was too much the same as the
previous ones or said they didn’t connect with the characters (other
than Jack).
page 10
12. most compelling “cinemagic” moments
Moments that assure a satisfying outcome
Jack gives Blackbeard’s life to Angelica
Jack chooses “a pirate’s life” in the end / his
honorable soul shines through
Jack gets the Black Pearl at the end
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14. do not…
▬ Tell too many stories or present a convoluted / confusing story
▬ Focus too heavily on the zombies
In a way that could make the movie seem overly unrealistic / corny (especially adult)
In a way that could make the movie seem too scary / intense for children (family)
▬ Focus too much on romance or make the relationship between Jack and
Angelica seem more romantic than it is
Moviegoers like that she is his equal; that she can give back to him what he gives out
▬ Focus too much on Jack and Angelica’s past (he seduced her when she was
living in a convent) in a way that could cause parents concern about
appropriateness for children
page 14
