The document outlines the marketing campaign for the 2012 film The Woman in Black. It discusses the film's $15 million budget and $3.3 million marketing budget. The campaign aimed to engage fans of the original book and play, Daniel Radcliffe, and supernatural thrillers. Key elements included a Halloween teaser campaign, a January advertising push, and a February premiere. Publicity efforts centered around Radcliffe's involvement, promoting the heritage of the source material, and a London world premiere. The extensive publicity campaign helped The Woman in Black become the highest-grossing British horror film in 20 years.

1. April 19, 2013
Marketing Case Study
The Woman in Black
(James Watkins, 2012)
Produced by Hammer Film
Productions
Budget $15m
Distributed by Momentum
Pictures
Total P&A budget 3.3m
2m on advertising alone
Box Office takings $127.7m
Marketing: Key Questions
1) What is it? Positioning
A
classic
ghost
story
for
all
ages;
delivering
chills
and
thrills
in
abundance.
2) Who is it for?
Campaign Objective
Engage
fans
of
the
book,
the
pla,
Daniel
Radcliffe
/
Harry
Potter,
Supernatural
chillers.
Sell
the
spooks
,
scares
and
quality
of
the
film.
Target
a
broad
audience
through
advertising,
publicity
and
promotions.
Position
the
film
as
a
block
buster
3) How and when will we reach them?

2. April 19, 2013
Campaign Overview
Social
Media
outreach
–
production
stage
Phase
1
teaser
campaign
-­‐
THE
KINGS
SPEECH
DVD
Phase
2
teaser
campaign
–
HARRY
POTTER
Main
cinema
campaign
–
Halloween
Advertising
campaign
–
January
Premiere
–
February
Film
released
–
Feb
10
Sustain
advertising
–
post
release
MAIN CAMPAIGN
What's the
difference?

3. April 19, 2013
HALLOWEEN COMPETITION
STAR INPUT
AD CAMPAIGN
Young Adults
What media do
they consume?
Broader Audience

4. April 19, 2013
TV ADVERTS 6 SHEET ONLINE
LARGE FORMAT PRESS
RADIO
PUBLICITY CAMPAIGN
DANIEL RADCLIFFE WORLD PREMIERE

5. April 19, 2013
PUBLICITY CAMPAIGN
SCHOOL ACTIVITY
THE PLAY
BOOK ACTIVITY
PUBLICITY CAMPAIGN
ONLINE CAMPAIGN
SOCIAL MEDIA

6. April 19, 2013
PUBLICITY CAMPAIGN
Position
Daniel
Social media as
500 interviews backbone for
Radcliffe
outside
of
in different attracting a teen
his
role
in
Harry
countries audience. Used
Potter FB to weak news
stories and
Sell
the
heritage
of
reward fans.
the
film
to
Promoted the
film at the 88,000 followers
upmarket
play. on FB and 5,500
audiences. on Twitter.
Media
interviews
Random House Tap into school
publishing a tie-in curriculum - get
with
cast,
edition of book. teachers to take
filmmakers
and
30,000 copies in their classes.
Susan
Hill.
Telegraph.
Royal Festival Hall.
Anything new
Host
Worldwide
Audience of 2000.
published
Premiere
in
fans. World's media
online for over
First time for finished
London. a year.
film screening.
How do the following factors help increase
publicity for the film?
The World
Star Play Premiere
Publicity
Campaign
Online Social School Book
campaign media activity activity

7. April 19, 2013
PUBLICITY CAMPAIGN: THE RESULT
Bigger than The Record breaking box
Muppets on office result ($20m
opening weekend during opening
weekend)
THE WOMAN IN
Book in Top 10 BLACK 2
The highest-grossing British
horror film in 20 years.