film advertising

Film advertising 

keywords 

focus group - method of research

advantage of a foucus group 

online survey - method of research 

advantage and disadvantage of an online survey - unbiased, objective opinions - low cost

structure of disney as a conglomerate 

frozen was produced by walt disney film production 

Disney has access to multiple platforms for cross promotion and synergy 

video on demand 

vhs

disney owns the disney channel, disney plus,

§                                                                     but also disney life, a vod allowing it to compete with the 

likes of netflix

the walt dienye company exceeded expectation in quarter 4 2019)

the expected was 19.058billion dollars but instead they earnt 19.1 billion dollars

disney shares went up +4.56%

4 +17% income for disney parls 

INCOME FROM MERCHANDISING WENT UP AS A RESULT OF FROZEN AND TOY STORY'S SUCCESS 

cinem and marketing

reasons to end up in the cinema

- star attraction 

- word of mouth 

-billboards 

- reviews 

-sequel or prequel (continuation of a franchise)

recap

terms

- traditional (eg billboard, magazine) vs digital advertising (eg. banner adds, digital billboards on tube, web 2.0 rechnologies,  viral memes)

-above the line (eg. email advertisement which is more personalised 💂💂💂💂💂💂💂💂💂💂💂💂💂💂💂💂🙆🙆🙇🙇below the line 

-black box: an electronic device able to access media products on (eg. computer, mobile phone)

-downloading: obtaining a product in file form onto the storage capacity/ space on a device

-streaming: viewing/ watching/ having access to a media product on the internet without having ownership of the product necessarily 

extension: can you think of examples of each?

frozen case study

marketing and distribution -

frozen was released in november 2013

a disney animated film, it had an estimated budget of 150000000 dollars gross  (overall) and went on to gross 2,276,480,000 dollars worldwide 

frozen case study 

youtube3 channels 

- sing along 

-lyric videos 

-frozen 4lego (lego owned by disney maybe or a partnership)4e

-lego video (different storyline but similar characters and settings 3(spin off)

diisney junior uk yt channel 

disney uk channel 

disney channel 

frozen playlist sd

HOW IS DIGITAL MARKETING USED TO PROMOTE THE PRODUCT 

frozendisney.com

-banners 

-bologs nd quizes 

(all this coming out of one franchise )

frozen slideshow

behind the scene visualisation diagrams 

social media accounts for frozen and frozen 2 @disney frozeen on ig and twitter @frozen on fb  HASHTAGdisneyfrozen on tiktok

and followers

and contentzs

shorts 

behind the scenes 

sneak previews 

crosspromotion (actor interviews about multiple shows theyve been in)

frozenbroadway accounts

frozenonice

digital advertising 

now trditional ads by frozen 

trailer 

-no story from teaser trailer (suspence ) - aimed at kids (COMIC EFFECT)

-teaser trailer aimed at kids and fcusses on olaf 

- print ads focus on olaf 

stragety was that once it was established

strategy was that prerelease it would be all about cute funny olaf .. post release the focus turns onto the main characters (elsa and anna) olaf becomes secondary 

marketing campaign 

frozen represents a succcessful version of an underrated form of advertising (the false under-self)

-deliberately undersold it 

- in q5 days 90 million dollars came in -31 mill in first weekend  j

-a+ cinema score 

older people loved the quality of the film 

strategfy was to bring the young kids in, get the parenyts to love it and spread word of mouth (and reviews)///////////////