The Iron Man Approach
Summer is just around the corner and that means it’s blockbuster movie season. The movie industry has been suffering with getting people to go to theatres, yet DVD sales are higher than ever. This changes how the industry makes its media planning decisions. This summer the “Iron Man” will release and it is expected to do well at the box office. “Doing well at the box office” has developed a new meaning over the years. Lately, movies do exceptionally well in their opening weekend and that’s it. So, a new strategy has developed. Pre-movie hype and opening weekend have become extremely important. The movie “Iron Man” has already started building hype, and they’ve done it in a clever way to reach all different types of people. According to an Ad Age article, “Iron Man” has assembled seven different partners with specific demographic appeal. In the past, product placement seemed to be a growing trend, but now it is said that such media plans like “Iron Man’s” will change the game. It has partnered with the following: “Audi, to appeal to the well-heeled and those who aspire to be; Burger King, to reach kids and families; and 7-Eleven Stores, to reach 18- to 34-year-old men, its core audience. Retailers with broad family appeal such as Foot Locker (1,400 locations will feature special in-store TV content) and newcomer LG are also on board” (AdAge).
Burger King will feature a 30 second T.V spot with Iron Man incorporated. Also Burger King will have toys in their kid’s meals and a temporary website featuring Iron Man that will hype up the movie’s release. This benefits both Burger King and Paramount because BK gets Iron Man enthusiasts attention resulting in a potential purchase, and Paramount gets word out about their movie. Not to mention, it gets the younger audience excited to see “Iron Man”. The reason behind partnering with 7-Eleven is because it is the best place to reach its core audience, males 18-34. Research indicated that out of 7-Eleven’s 200 million monthly customers, 43% are 18-34 and love entertainment. 7-Eleven will feature special “Iron Man” cups and even have special sugar cookies featuring the movie. The idea of partnering up with Audi is very different that Burger King and 7-Eleven. The new Audi R8 will actually be featured in the film even though it has been sold out for the next two years! This is simply to enhance Audi’s image and to hopefully get “Iron Man” fans to buy one of Audi’s similar cars, the TT. “Iron Man” has to reach women somehow, right? The film’s star Gwyneth Paltrow will endorse the Estee Lauder brand in hopes of fans wanting to mirror her look in the movie.
“Iron Man” is trying to reach people from all demographics. I have a feeling the film is a sure blockbuster hit. With such a great sounding media plan, they might actually have great box-office numbers past opening weekend. The movie business is struggling with getting people to theatres, and I think this new angle is a good start in trying to turn it around. It is clear it put a lot of research into its plan, but only time will tell if it is effective.
http://adage.com/madisonandvine/article?article_id=126490
posted by Mandy Mazzeo @ 5:37 PM
3 Comments
3 Comments:
I think that this eclectic media approach is a great way to hype a movie and draw people into the theaters, but I think that they might have gone a little too far. I agree with everything that they have decided to do in order to promote the movie, except for the Burger King kids meals. I watched the trailer for this film and if you ask me, I think that it is a bit too graphic and violent for a kids meal. Maybe that is just me being used to the toys of yesteryear, and thinking of cuddly cartoon characters and beanie babies. In the two minute video clip there was obvious sexual innuendo, gang references,and graphic violence. Maybe the children of this generation are more immune to these actions than generations past, but still I don't think that it has any place in a kids meal.
I agree that the brass in charge of all things Iron Man have gone overboard. If there is such a thing as overadvertising, then these fellas (and gals) are guilty. To me, the more advertising you see for a movie, the more likely it is to be a poor movie. On top of that, the heavy advertising strains everyone before the movie even comes out. By the time it is showing at the local theater, some people are already sick and tired of the flick. I am sure that most people are not like this, but I am and this overboard advertising for Iron Man has pushed me away from seeing the movie.
Iron man seems to following the same trend as some other movies that have come out recently like Jumper and Semi Pro. All these movies seem to be as much about product pushing as they do about content. I’ve seen Jumper promos in so many different product categories I can’t even remember. Semi Pro has endorsed everything Bud Light to Deodorant. Ironman, being a blockbuster type movie I’m sure will be no different than the rest and I’m really not surprised that its endorsing these products. When there’s so many messages and clutter these days I guess everyone is searching for a way to gain that extra exposure so I can’t really blame them. Either way I wonder how the product placements effect the success or failure of a movie?
Post a Comment
Subscribe to Post Comments [Atom]
<< Home