This document summarizes and compares the marketing strategies for two films based on the Judge Dredd character. For the 1995 film, the marketing focused too heavily on promoting the lead actor rather than the story or character of Judge Dredd, which contributed to the film's disappointment. In contrast, the 2012 film took a more balanced approach to marketing, emphasizing the Judge Dredd character over the actor through posters, viral websites, and trailers. This character-focused strategy helped make the 2012 film a greater success compared to the previous attempt.

1. The Marketing of Judge Dredd – (1995)
 Name of the distribution: Guild
 Activities it undertakes: High Block Buster- Hollywood and smaller movies.
Audience research/campaign
 3 Three strands/elements to film marketing: Advertising, Publicity and Promoting.
 Basis the budget is planned: Previous success film of the main character. Successful/Well
known Director.
 Films are Adventist
 Print ads: visualized often. Instance magazine (at the back).
 Trailer:
Should have special effects but should not overuse it & should not give too much away
otherwise it destroys the excitement for viewers/audience.
 Teaser Campaign: Teasing the audience. It is usually used in big Hollywood movies.
 Poster Design: The main characters are drawn much bigger because they are very
important. But here they focused too much on the actor that it almost did not look like they
were doing the movie “Judge Dredd” and this was the downhill of the movie.
 Publicity: Press Kit, Outline plot
 Synergy and Merchandising: Important to successes, Feel involved with the movie, Bring
money, T-shirts and Posters.
The film was a disappointment at the end because the director focused on the actor (he was a quite a famous
person) and the way the film would be present through the posters and pictures then the story itself.

2. The Marketing of Dredd – 2012
 Name of the distribution: Entertainment Film Distributors, Lions gate
 Activities Entertainment Film Distributors undertakes: Independent films in the UK
and Ireland.
 Budget: $45 Million
 Independent film
 August 2012: Viral advertising site “ Dredd Report” was launched, mocking the Drudge Report
 “An exclusive film poster featuring artwork by Jock was released by Mondo to promote the
film's appearance at the 2012 Fantastic Fest in September 2012.”
 Reports show that Lionsgate also took part in the marketing of the film by paying $25 million
to advertising & print costs of the film.
 Poster Design – This time the crew focused on the character “ Dredd” rather than the actor
and added a background image to make it look like the story Dredd.

3.  “Dredd's marketing campaign won a Golden Trailer Award for Best Thriller TV Spot for the
trailer "Big Addicted", and received nominations for: Best Action TV Spot, Most Original TV
Spot, Best Graphics in a TV Spot, Best Music TV Spot, and Best Action Poster and Most
Original Poster for the Dredd motion poster.”
 3 Three strands/elements to film marketing: Advertising, Publicity and Promoting.
This film did much better compared to the first one it may be because this time
focused on the cartoon character then the actor himself.