News
Disney Train Tour For 3-D 'Christmas Carol'
By Robert Marich
Oct. 26, 2009 – Disney is pushing a massive and somewhat unorthodox marketing campaign for A Christmas Carol starring Jim Carrey and supported by a well-known cast, figuring the new 3-D, $175 million production needs a big push because it is based on a well-worn classic tale.
A New York Times article by Brooks Barnes suggests Disney hopes the film – which will premiere Nov. 6 – will become an annual cinema and DVD event, much like Polar Express from 2004. Polar Express, which is a Warner Bros. film, is a rare example of a movie recovering from a weak opening weekend and grossed $163 million domestically in its initial run—not including annual re-issues.
In an unusual ploy reminiscent of early 20th century marketing, Disney mounted a national train tour, which Disney feels has been a success “bringing the 3-D message to the heartland and generating deep audience awareness,” notes the New York Times article. “About 40,000 people turned out over three days in Los Angeles; in some cities, people have come dressed in Santa costumes.”
The article continues, “A busload of staff members followed the train from place to place, including the Grand Canyon; Whitefish, Mont.; and Charleston, S.C. Disneyland executives consulted on crowd control; air-conditioning units were trucked in for sweaty summer stops.”
Disney corporate chief Bob Iger is a critic of big theatrical release spending, but Christmas Carol did not skimp. “Add in an omnipresent television and billboard advertising campaign and myriad merchandising tie-ins, and Disney will have bombarded most of the moviegoing souls on the planet with its message by the time the movie opens,” notes the New York Times article.
For full text, click links below:
www.nytimes.com/2009/10/26/business/media/26carol.html
disney.go.com/disneypictures/christmascaroltraintour/
www.marketingmovies.net/chapters/chapter-6-publicity/