Homework: Film Marketing Research Task

Strategies

Strategies include:

• Panasonic LED TV Adverts around release date
• Pre-release AVTR.com campaign joint with Coca-Cola and their Coke Zero brand
• Official Avatar Website
• A post-release multi-platform video game
• McDonald's Happy Meal Toys in a number of countries
• Post-release Mattel Toys action figures
• Actor John David Moore appearing on TV series "Bones" to promote film
• Pre-release exclusive images released in October Issue of Empire Magazine
• Pre-release screening of 3 1/2 minute trailer in Dallas Cowboys' Stadium
• Teaser Trailer online
• Various other trailers including official Theatrical Trailer screened and also shown online
• Various Posters
• Various Books related to the story to further background knowledge
• Visits by james Cameron and Sigourney Weaver to panels to promote the film

Trailers:

The trailers for Avatar were some of the most important, valuable and effective strategies utilized in the movies marketing campaign. This is because they displayed the visual spectacle upon which Avatar was based and sold the main draw-in to the audience. The online teaser trailer, is the all time most viewed teaser trailer on apple.com with 4 million views. Added to this, the broadcast of the 3 1/2 minute trailer in a dallas Cowboys American football Game in their home stadium became the largest live motion picture trailer viewing in history as it was broadcast live on Fox TV. The Teaser Trailer utilized the enigma factor using very little speech to get the audience to deduce themselves with implausible imagery etc.

 

Posters

These Posters again futhered the sensory touch with the visual graphic bombardment in one and a much simpler yet spectacular image in the other. These also both provide synergy by showing links to the webpage as well as establishing a branding point with 'blue people' and imagery becoming a recognisable feature for Avatar.

Promotion

The promotion of the film in one of the most popular magazines in the world created a huge amount of publicity for the film and also gave a sneak peak at the future motion picture. Again the branding with 'blue people' is present and the lack of oher detail again utilizes engima.

Audience Interaction

The audience is presented with plenty of oppurtunities to interact with the marketing campaign and the movie. The online experience is huge with fans able to scan codes from Coke Zero products or Mattel Toys action figures to access online character profiles and added online content. The regular adverts on the TV reinstated a connection between the audience and the film as it was constantly on their screens due to the huge hype around the film. The collaboration with popular brands to provide products or endorsements was a great move to associate themselves with other popular brands thus enticing the audience to not only dea with these brands but watch the movie, e.g. Coca-Cola, Panasonic, McDonalds, Empire etc.

Effectiveness of the Campaign

Overall I believe that the marketing campaign was a resounding success. The synergy displayed between the different mediums and the cross-media marketing campaign worked brilliantly to entive the audience and gain recognition worldwide, leading to the movie becoming the all time highest grossing film at cinemas. I can also recall a distinct hype during the time where it was almost considered a taboo if someone had not seen the movie, showing the effect the marketing campaign had clearly had on the audience.