The woman in black british case study

1,226 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,226
On SlideShare
0
From Embeds
0
Number of Embeds
216
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The woman in black british case study

  1. 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. 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. 3. April 19, 2013 HALLOWEEN COMPETITION STAR INPUT AD CAMPAIGN Young Adults What media do they consume? Broader Audience
  4. 4. April 19, 2013 TV ADVERTS 6 SHEET LARGE FORMAT ONLINE PRESS RADIO PUBLICITY CAMPAIGN DANIEL RADCLIFFE WORLD PREMIERE
  5. 5. April 19, 2013 PUBLICITY CAMPAIGN SCHOOL ACTIVITY THE PLAY BOOK ACTIVITY PUBLICITY CAMPAIGN ONLINE CAMPAIGN SOCIAL MEDIA
  6. 6. April 19, 2013 PUBLICITY CAMPAIGN Position   Daniel   Radcliffe  outside  of     his  role  in  Harry   Potter 500 interviews in different countries Sell  the  heritage  of     the  film  to   upmarket   audiences. Promoted the film at the play. Media  interviews   with  cast,   filmmakers  and   Susan  Hill.   Host  Worldwide   Premiere  in   London. Random House publishing a tie-in edition of book. 30,000 copies in Telegraph. Royal Festival Hall. Audience of 2000. fans. World's media First time for finished film screening. Social media as backbone for attracting a teen audience. Used FB to weak news stories and reward fans. 88,000 followers on FB and 5,500 on Twitter. Tap into school curriculum - get teachers to take their classes. Anything new published online for over a year. How do the following factors help increase publicity for the film? Star The Play World Premiere Publicity Campaign Online campaign Social media School activity Book activity
  7. 7. April 19, 2013 PUBLICITY CAMPAIGN: THE RESULT Bigger than The Muppets on opening weekend Book in Top 10 Record breaking box office result ($20m during opening weekend) THE WOMAN IN BLACK 2 The highest-grossing British horror film in 20 years.

×