Twentieth Century Fox Pushes U.K. 'Garfield' Release with User Generated Content
According to Digital Bulletin, Twentieth Century Fox is launching a viral site that will use user-generated content to promote the U.K. release of 'Garfield: A Tale of Two Kitties.'
Located at worldwidewhiskers.com, the site enables users to create a special "cat profile," which allows the user to pick attributes like color, food favorites, and pastimes. Users can then scour the globe to find other "cat buddies" that share similar interests.
The site, which is available in nine languages, was designed by Substance, a U.K. based interactive agency. 'Garfield: A Tale of Two Kitties' is slated to open in the U.K. on August 18th. The film has grossed $11.05 million since its U.S. release on June 16th.
Technorati tags:movie marketing, Garfield, viral marketing
Via Digital Bulletin
Fox makes a Major Marketing Push for the Christian Audience
According to a recent article on The Deadbolt, 20th Century Fox has pursued a number of initiatives to solidify it's position in the christian marketplace: According to Director of Marketing Jeff Yordy, Fox wants to expand its dominance of the DVD market by becoming the number one provider of filmed entertainment content that "blends entertainment with positive messages." To this end, they're joining forces with Word Distribution, a Warner/Curb company who "creates, markets, and distributes recorded, print and video products for Christian entertainment and edification," to get their family friendly products into as many stores as possible.
Here's a partial list of some of Fox's major movie marketing initiatives to date on this front:
- They had a heavy presence at this year's Christian Bookseller's Association conference, promoting the "family-friendly" film Midnight Clear.
- They've launched a website targeting the Christian market: Foxfaith.com
- They've relaunched the 'Strawberry Shortcake' line of DVDs to be Christian themed, and have packaged their DVDs with a Bible study packet in some retail outlets.
- The studio has committed to develop 13 "values-driven" movies, and are developing relationships with born-again actors to star in them.
Given the runaway success of 'Passion of the Christ' last year, these moves seem inevitable. But was that film's performance an anomaly? Mike Dunn, Fox's President of Home Entertainment, seems to think differently: According to Dunn the "faith based consumer is underserved" and represents a significant part of the 26.6 billion dollar DVD industry. If the opening of Joel Osteen's 16,000 capacity mega-church in Houston is any indication, the faith based market is also expanding exponentially.
While Fox now has an early lead among the big five, the others will undoubtedly be entering the fray soon enough.
[Via The Deadbolt]
McDonald's and DreamWorks Animation enter Marketing Pact
According to an announcement today, McDonald's is teaming up with DreamWorks Animation to promote upcoming films starting in 2007:
DreamWorks Animation SKG and McDonald's Corporation today announced a two-year worldwide marketing and promotional relationship. The first film associated with the tie-in will be Shrek 3, slated for release in 2007, and will include such signature promotions as McDonald's Happy MealsŪ.
The partnership, which gives McDonald's worldwide promotional rights to new DreamWorks animated properties, was announced today by Jeffrey Katzenberg, DreamWorks Animation Chief Executive Officer, and Mike Roberts, McDonald's President and Chief Operating Officer.
The agreement comes as McDonald's exclusive, ten-year deal comes to an end. On the other hand, the DreamWorks deal is non-exclusive, and the short duration gives both companies the opportunity to assess the success or failure of the partnership fairly quickly.
Given the uncertainty of the new release business for the foreseeable future, this is a smart marketing move for both parties. While Disney and McDonald's had some wild successes (in particular, with the Pixar releases) the ten-year exclusive deal is a relic of a slower, more stable period in the theatrical business.
[Via Yahoo! Finance]
Disney to Bow Massive Roadblock for the 'Chronicles of Narnia' Trailer
According to a Disney press release, the company is buying a massive "roadblock" on broadcast, cable, online and other media to launch the 'Chronicles of Narnia' trailer. Touted as the "largest audience ever for a theatrical trailer debut," the ads will reach an estimated 200 million+ viewers in 32 countries, 13 languages, across five continents and spanning over 12 time zones.
Here's more from the release:
The worldwide "roadblock" will be anchored by the U.S. broadcast debut of the "Chronicles of Narnia" trailer on Saturday, May 7th during ABC's network premiere of "Harry Potter and the Chamber of Secrets" (available in over 106 million households) along with online visitors to America Online Web sites (including AOL Welcome Screen, AIM, Moviefone, etc.), and Verizon Wireless V CAST customers. The trailer will also air simultaneously on Disney Channel, and on four channels across the Starz Entertainment Group network. Verizon Wireless customers will also be able to access the trailer through the company's V CAST wireless multimedia service.
Within a 48-hour period surrounding this domestic launch, the international "roadblock" (dubbed in over 11 languages) will similarly introduce the trailer around the world, with simulcasts on popular programs in such countries as the United Kingdom, France, Germany, Japan, Australia, New Zealand, Mexico, Korea, and Latin America. In addition to the broadcast launches, each territory will partner with print and online outlets to maximize exposure.
More to come...
[Via Yahoo! News]
|
