Film Advertising

Disney is a conglomerate company
Frozen was produced by Walt Disney Animation Studios, and released by Walt Disney Pictures. Therefore, the company has complete control over the film from inception to release, and have access to multiple platform for cross-promotion and synergy.

Joint Venture
Pros
Both companies have gotten brand recognition
Independent company gets more money for the project
Could help with advertising/distribution
Money will expand the independent company

Cons
Company giving additional funds could potentially have a higher percentage of control than whats fair
Company could take a higher percentage of profits

Cinema Marketing
Paid YouTube link+influencers
Billboards (Underground)
Bus advertising
Social Media- Instagram/Snapchat
Word of mouth
Who you follow
TV Trailers
Free newspapers
Film magazines
Print Reviews
imDb.com
Cinema foyer

Frozen Marketing Campaign
Made the advertisement seem that it was more meant for children than adults. This would mean that when adults would take their kids to take the film they would have been pleasantly surprised causing them to share with their friends on how good it was. This allowed the main hype to go around by word of mouth between adults. This was known as the false undersell as it allowed adults' amazement with the film and how it went past their expectations to build hype. Due to Disney's smart advertising technique, Frozen made 67 million dollars and would go on to make over a billion dollars world wide becoming Disney's highest grossing movie.
Billboard shows comical character as focal point. Lowering parents' expectations as they would most likely assume that the characters on the side would not be apart of the focal point of the story.
DVD Cover no longer has Olaf as main character as most people buying the DVD would already know the story and know that he isn't the main character



The poster, as well as the billboard, makes the comical character the focal point continuing to lower parents' expectations.





















Comments

  1. JCoSS Media DeptFebruary 26, 2019 at 5:13 AM

    The notes on the false undersell could be better developed - they're a little thin on detail at the moment. Always try to include a few facts and stats in this type of thing - so, for example, how the film did on its opening weekend or opening week.
    I'd like to see a little more analysis of the billboard, poster a DVD cover as well.
    Mr Boon

    ReplyDelete

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