News
'Tron's' 3-year Publicity Campaign
July 26, 2010 -- Disney has given active promotion for theatrical release of Tron: Legacy far longer than the one-year norm for a top major studio film, notes a New York Times article by Brooks Barnes.
“By the time the movie arrives in theaters on Dec. 17, Walt Disney Studios will have spent three and a half years priming the audience pump,” the New York Times article says. “The most recent push came last week at Comic-Con International, the annual pop culture convention here. For the third year in a row, Disney teased fans with exclusive Tron: Legacy footage. No other movie has guest-starred here so often.”
The first wave three years earlier was to “reactivate” core fans of the original Tron movie that was released in 1982.
“Disney unveiled a Tron: Legacy teaser trailer at Comic-Con in July 2008,” says the New York Times article. “Over the next year, Disney released more video, introduced an ambitious online game and fed bloggers a steady drip of news.
The article continues: “In July 2009 at Comic-Con, Disney introduced a walk-through experience (lots of vintage arcade games) and a Twitter-enabled scavenger hunt through the streets of downtown San Diego. A second Tron: Legacy trailer appeared with Alice in Wonderland in March.”
Finally, “Last week, the studio built an even more elaborate walk-through experience that recreated sets from the movie and attracted over 7,000 visitors over three days. Disney also released a third trailer. On the convention floor, Disney gave people a peek at the coming merchandising storm: talking action figures with digitally projected faces, iPod accessories, Adidas sneakers inspired by Tron: Legacy, and clothing.”
For full text, click link below:
www.nytimes.com/2010/07/26/business/media/26tron.html
www.marketingmovies.net/chapters/chapter-6-publicity/
www.marketingmovies.net/news/tron-motorcycle-rides-disney-monorail/