News

'Avatar' Relies On Tradition Media Push

By Robert Marich
   Jan. 5, 2010 – Sci-fi yarn Avatar is being hailed as a breakthrough in digital special effects technology and to market it to audiences Fox used a lot of….traditional media.
   “With all the talk of the ‘Twitter effect’ and social media making or breaking Hollywood releases, Fox took a decidedly big-picture approach to go to market with the most expensive film ever made,” says an Advertising Age article by Andrew Hampp. “The first theatrical trailer clocked in at three minutes and 30 seconds, followed by a series of long-form TV buys -- courtesy of some News Corp. sibling synergy -- in early November on Fox’s World Series and National Football League coverage, with multiple 30-second spots in the same commercial break, followed by the full trailer airing during pod breaks for Glee and House.”
   There were digital media twists, particularly since a 30-second ad on conventional TV couldn’t capture the wonder of the Avatar world. These involved promotional partners Coke and McDonalds.
   “Consumers could download an augmented reality application from AVTR.com and scan their Coke Zero can or 12-pack to take a virtual ride in the Samson helicopter featured in the film,” says the Ad Age article. “McDonald’s took a similar approach with its Happy Meal and Big Mac tie-ins, creating a virtual Avatar space called McWorld, where fans could interact with other aspects of the Pandora environment.
   Coke, McDonalds, LG electronics, Panasonic and Mattel (Mattel had a toy products licensee) also bought conventional TV and other ads that promoted the movie. The marketing blitz was backloaded since the film already had a fan buzz due to its huge budget—said to be $280 million—and that its creator James Cameron made 1997 mega-blockbuster Titanic. Various media reports put its global marketing spend at $150 million additional dollars, which would not be just ad buys but also such expenses bulky film release prints shipped in cannisters to theaters.
   A Wall Street Journal article notes that after 17 days of release, Avatar hit $1 billion in global box office, with two thirds of that overseas.
   For full text, click link below:

adage.com/madisonandvine/article

www.marketingmovies.net/chapters/chapter-3-paid-advertising/