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Film Education Presentation Public Version, CGS
- 1. MARKETING A BLOCKBUSTER Deborah Sheppard Marketing Director Paramount Pictures UK
- 2. STRATEGY CREATIVE Trailer, POS, Print, TV/Radio, Interactive RESEARCH NRG, FAME, TGI MEDIA Budget, targeting TV, press, radio, outdoor, Interactive PROMOTIONS Licensed, Media, Retail, exhibitor PR Online / Offline MARKETING
- 9. STAR TREK 2008 Sci-Fi Channel Avg rating: 0.02 Individuals: 13k £49.9m total UK box office 2008 Virgin1 Avg rating: 0.14 Individuals: 77k 2008 Virgin1 Avg rating: 0.18 Individuals: 105k 2008 Virgin1 Avg rating: 0.09 Individuals: 52k 2008 Virgin1 Avg rating: 0.16 Individuals: 90k
- 11. Star Trek Selling Points The passion & vision of JJ Abrams “ A complete re-invention of an iconic property Completely new cast portraying much-loved characters Supreme production values * Quote from Paramount Star Trek Roadshow, 2008
- 12. Building the audience The bullseye Star Trek fan… IF this was just another Star Trek sequel, not the biggest blockbuster of the summer 25+ male sci-fi fans (Trekkies) Mean age = 42 ABC1 skew Married No children in household Love to buy new gadgets (199 index) Influenced by internet reviews (172 index) First place I look for info is internet (159 index) I am introverted (142 index) Know what the Kobayashi Maru is Speak fluent Klingon Cringe whenever a red shirt enters the screen NOT traditionally drivers of strong blockbuster performance
- 16. Core Audience Analysis 12-34 male adventurous innovators Audience potential = 875k Their media Who they are What they think People come to me for advice before buying (727 index) Really enjoy going out to get drunk (615 index) I spend a lot on clothes (547 index) Prefer to be active in my leisure time (350 index) Like different people, cultures etc around me (320 index) Mean age = 24 High student index (305) Single (247 index) Renting (141 index) Greater London skew (175 index) Light TV viewers (Interactive TV is a good idea (361 index)) Light radio listeners Heavy poster exposure ( Often notice the ads at bus stops (664 index)) Heavy internet users Heavy newspaper readers Light magazine readers
- 17. Media Rationale ‘ The future of blockbusters’ Broadly targeted (male skew) Spectacular Inclusive
- 20. Phasing -2 -1 Release +1 +2 +3 Weeks Blockbuster launch Multi-media, concentration on A/V capability Large formats, sense of scale Promotions/premiere 16-34 Men Blockbuster fans Male-skewed media Promoting word-of-mouth
- 21. Phasing -1 year -6 months -2 -1 Release +1 +2 +3 Weeks IN-cinema/publicity (Jan 08) Main POS/trailers (Nov 08) Blockbuster launch Multi-media, concentration on A/V capability Large formats, sense of scale Promotions/premiere Film fans/cinema goers 16-34 Men Blockbuster fans Male-skewed media Promoting word-of-mouth
- 22. CREATIVE
- 27. Trailer - Teaser
- 33. Creative Banner
- 34. Creative Backlit 96 sheet
- 38. Creative IMDB Competitive targeting
- 39. Creative IMDB homepage takeover
- 40. Creative Sky Sports “Superheader”
- 41. Creative Yahoo homepage takeover
- 51. Licensed
- 54. Media Promotions
- 58. Film Education – Interactive CDRom
- 59. Film Education - Poster
Notas del editor
- May 8 (sandwiched between Wolverine and Angels and Demons) Start nearly a year out.
- Origin films of recent times have made their mark predominantly with young males. Star Trek would be no different, with a surfeit of mind-blowing action and visual effects, a dynamic young cast, and the chance to see the birth of a legend. The futuristic setting & “rebel without a cause” James T. Kirk storyline would also resonate most strongly with this audience. Whilst young males would undoubtedly be the main drivers of box office performance, Star Trek would appeal to a wider audience as well. Older people remember the original series (and spin offs) whilst the lure of the young, good-looking cast would prove strong for females. And of course, hardcore Trekkies would be queuing up see the film first. These groups were not targeted extensively, but small, relevant upweights benefited the overall campaign.
- Rather than target a discreet, receptive audience, Star Trek aimed to reach the maximum number of people possible, by casting the net far and wide. In order to convert non-Trekkies, the environments and formats for this campaign mirrored the awe-inspiring scale of the film, dominating the attention. As opposed to the polarising nature of the series, this film aimed to appeal to everyone. Therefore the media had to feature universally “cool” and iconic environments and the ability to promote talkability.
- This campaign aimed to establish Star Trek as the biggest & best action-adventure of the early summer, that just happens to be set in space. To do this the campaign had to overcome any negative connotations the brand name elicits, by associating with iconically cool media properties that the audience knows and loves. Through this association, Star Trek would be accepted and greatly anticipated by an initially skeptical audience Whenever and wherever there was an incredibly popular, innovative, bold and exciting media property, Star Trek dominated through impactful placements, formats and creative. Star Trek’s campaign pushed boundaries through innovation in itself, not in the form of geeky technology, but ideas that transcended the medium and wowed audiences. In the period leading up to Star Trek’s release, the audience would be in no doubt as to the film they were most looking forward to.