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Film Advertising

Film Advertising 

Disney is a conglomerate

One overall parent company that owns a number of smaller, subsidiary companies, they have creative control over the production process. 

Pixar is a subsidiary of Disney


Video on demand

Nowadays, companies can also exhibit their films via online video on demand services such as Netflix and Amazon prime. 

Disney owns the Disney channel (TV) but also Disney life, a VoD, allowing it to compete with the likes of Netflix. 


Cinema and Marketing 

How have you ended up at the cinema?

What made you choose that specific film?

  • I saw a trailer for it on Youtube 
  • Film reviews 
  • Trends
  • Peer pressure

Types of film advertising
  • Social media- digital advertising
  • Billboards- above the line-digital and traditional
  • Bus posters- above the line as it will have a mass appeal
  • Trailers on TV and radio
  • Ads in magazines and newspapers- above the line 

Recap
Black box
A device, such as a smartphone, that supplies us with all of our ICT and media requirements
Downloading
When media products are transferred to a device from a webpage and consumed offline- examples include podcasts, audio files and mp3. 
Streaming
Where media is consumed online without being downloaded


Frozen case study
Marketing and distribution 
  • Frozen was released in November 2013 
  • A Disney animated film, it had an estimated budget of $150,000,000 (amount in which the product was made) and went on to gross $1,282,000,000 (how much it made across the world, globally). 
Digital Advertising

Disney really maximise the social media options. For example, Twitter, Facebook, Instagram, Youtube etc. 
Frozen twitter
Disney Frozen- 136K
Frozen the musical- 7800
Frozen the musical broadway- 39.3K
Frozen Instagram- 770K

Horizontal integration- social media: distribute and promote 

Traditional Advertising 
Frozen teaser trailer


An undersell- it is deliberately underselling the movie by not showing the main characters, and only showing secondary/neutral
Story is ambigious 


Billboard
Offers a bit more
Main characters
Still on the periphery 


Traditional print advertising
False 'undersell'. 
DVD Cover
Features Elsa and Ana more prominently, and Olaf is almost holding on to be a part of the story. 
Shift to main characters in the central part of cover

False 'undersell'-
  • Aimed at young children 
  • Parents take them to the cinema 
  • Parents expectations exceeded 
The marketing campaign 
But the successful campaigns for Disneys Frozen represents a successful version of an underrated form of advertising- 'The false undersell'. 
Disney was not marketing Frozen towards you, it was marketing it towards your youngest kids.
But those same audiences were so impressed with the film.

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