2. 3 Years & 690 Licenses
In The making

3. Jurassic Park
Holli Sheets

4. Jurassic Park
Holli Sheets
Advertising Campaign
Value Brand
Promotion
Brand Entertainment

5. Value
Daniel Halsey
How is value created and
extracted in the motion picture
industry?

6. Production Value
Daniel Halsey
Higher Budget
$60 Million
20 Years Later

7. Value Chain
Daniel Halsey
4 links in the chain
Production
Distribution
Exhibition
Consumption

8. Value Chain
Daniel Halsey

9. What’s your favorite movie?
Daniel Halsey
Why?
Target Audience?
Personal Values

10. How Licensees Should be Selected
Jon Sanell
Licensing Agreements
A licensor
A licensee

11. Jurassic Park & Kenner
Jon Sanell
Kenner (Hasbro toy company)
Toy line agreement
Projected Sales

12. Merchandise Licensing
Ashley Baier
 http://www.youtube.com/watch?v=kag-
YDnYWF8&feature=player_embedded

13. Who owned some sort of
Jurassic Park Merchandise?
Ashley Baier

14. Risks vs. Success
Ashley Baier
 Motion picture are much riskier than television shows,
classic characters, and time-tested properties

15. Merchandise licensing Risks
Ashley Baier
 Dependent on the Success of the film
 Film reach the right target audience
 Rivalry films with established merchandise
 Merchandise synergy

16. Merchandise Success
Ashley Baier
Produced and marketed 5,000 different
products
Merchandise generated $1 billion in
worldwide retail sales
A lasting legacy

17. Special Challenges Developing
Merchandising Licensing
Kylie Taylor
Developing a coordinated event marketing
strategy and distinctive logo
Selecting key promotional partners to build
excitement with the campaign
Allotting sufficient time for signing up
licensees

18. Developing a coordinated event
marketing strategy and distinctive logo
Kylie Taylor
 The team risked widespread counterfeiting as their most
relevant challenge in the merchandise licensing program
 dinosaurs are not protectable intellectual property
 They over came this challenge by using their distinctive
yellow, black and red “T-Rex Skeleton” logo that was
traditionally used on the cover of Michael Crichton’s
book
 this logo was recognizable and easily identified in any country

19. Selecting key promotional partners to
build excitement with the campaign
Kylie Taylor
 They chose McDonald's as their key partner
 McDonalds used the ad to promote their larger portioned
“Dino-sized” servings of drinks and French fries
 http://www.youtube.com/watch?v=fSp7t2KRDks&feature=yout
ube_gdata_player
 McDonalds made international marketing more
available through familiarity of the restaurant
worldwide

20. Allotting sufficient time for signing up
licensees
 The most challenging part of this venture was to
maximize the popularity and revenues as well as
allotting sufficient time for signing up licensees
 The Jurassic Park team licensed merchandise in over 60
countries
 This enabled them to develop a range of quality products
 Including a wide range of adult and children's books
 The campaign had to coordinate artwork,
packaging, trademark, and copyright notices

21. Media Synergy & Film Franchising
Jon Sanell
 What is Media Synergy & Film Franchising?
 How are they related

22. Jurassic Park using synergy
Jon Sanell
Movie Trailers
Theme Parks
Toy Lines
https://www.youtube.com/watc
h?v=4tZeuJMW3NU

23. Franchising with Success
Jon Sanell
Licensing
Copyrighting
Trade marking
Collaborating
Companies