News
'Wolverine' laps 'Star Trek'
By Robert Marich
Apr 20, 2009 – Advertising Age finds that X-Men Origins: Wolverine is heading to a bigger box office opening than the next Star Trek film, which faces the challenge of introducing the sci-fi property to a young generation not familiar with the source 1960s TV series. The article cites audience tracking data that projects a staggering $100 million premiere weekend May 1-3 for Wolverine, which is distributed by 20th Century Fox.
Says the Ad Age article by Claude Brodesser-Akner and Andrew Hampp, “How did Wolverine claw its way to such a commanding early lead? By not making a direct play to its comic-book-loving ‘fanboy’ base. Fox was careful to introduce Wolverine to those unfamiliar with the character via a contiguous, three-part trailer that aired on highly rated Fox TV shows in February, then embarked on a broad-based promotion of its superhero and his iconic weapons -- retractable metallic claws -- to mainstream audiences.”
Fox has deals for Wolverine promotions with 7-Eleven, Schick, Papa John’s pizza and the California Milk Processor Board’s memorable milk-moustache campaign.
Star Trek, which is a $160 million production and scheduled for a May 8 premiere, has partnerships with Burger King, Lenovo, Kellogg, Nokia and Esurance.
Ad Age cites industry tracking data 80% of moviegoers surveyed were aware of Wolverine compared to an okay 63% for Star Trek. And in the crucial “definite interest” category to see among those already aware, Wolverine is just under 50% while 33% for those familiar with Star Trek.
For its part, Paramount is doing okay with Star Trek. The studio’s parent Viacom owns MTV, which is enlisted for promotions to introduce Star Trek’s youthful cast to the cable network’s youth audience. There’s also a promo with the Rock Band video game, which is another Viacom property.
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www.marketingmovies.net/news/fox-pushes-wolverine-promos/