Solo: A Star Wars Story 's recent soft landing casts doubt on the supremacy of Disney's marketing machine. Is there a Star Wars fatigue setting? Did the studio release this movie too soon after another Star Wars movie? Are Avengers: Infinity War and Deadpool 2 still in theaters? It 's too early to draw conclusions (given the hype) for Solo , and it's too early to do a marketing anatomy. The movie may still be popular. Not a film critic, but my son and I saw it over the weekend and we both said "um" and left. We can say, though, that Solo's marketing worked well -- as the studio largely parodied the hype of the other three recent Star Wars movies (both box-office monsters). One of the things Hollywood does well is to understand audiences and sell to them. By mastering the general marketing skills of movie studios, we can leverage insights that apply to any vertical.
Your brand may not become a global behemoth like the Star Wars franchise, but it will drive the right audience to take action and stay loyal. tell a story Movie studios just don't create a product and then advertise it to the kingdom (if they want to be hugely successful). They created a story around the actual storyline of the movie. The most iconic example of storytelling is the Blair Witch Project . In the early days of the Internet (1999), the marketers behind this low-budget horror film generated more storylines on its website before the movie was released: a fake industry mailing list posters of "missing" characters, fake news stories etc. The marketing was so successful that audiences were so engrossed in the whole storyline that many actually thought the Blair Witch legend wasn't fiction! This world-building around movies is common in horror films these days, including The Walking Dead and Paranormal . Another good example is The Dark Knight . A year before the film's release, the film's marketers successfully invited the audience into the film's narrative by creating: Politician Harvey Dent's fake campaign was shown on a very realistic website. Produce and distribute a fictional newspaper called the Gotham Times .
Mystery Joker playing cards with "haha" available at comic book stores. This and other promotions created a huge buzz for The Dark Knight , but you could also argue that they unify audiences with Batman's character and setting. In the "real" world, this means companies can better engage with their audiences when stories become part of marketing campaigns and overall branding. Apple is more prominent with the Steve Jobs story, while SpaceX is bolstered by the Elon Musk story. What is your story? interactive Successful brands continually engage their audiences, and in the digital age, there's no reason not to. In Hollywood, it's almost automatic. Case in point: Jurassic World 's promotion is as interactive as possible. It takes the form of a promotional website that accurately shows the context of the film, including details such as the current temperature on Isla Nublar, a real map of the site, and the specifics of the dinosaurs in the amusement park. Every page strives to convince visitors to buy tickets to the attraction, and even offers help planning an unforgettable trip.