In July 2009 at Comic-Con, Disney introduced a walk-through experience (lots of vintage arcade games) and a Twitter-enabled scavenger hunt through the streets of downtown San Diego. Over the next year, Disney released more video, introduced an ambitious online game and fed bloggers a steady drip of news. Disney unveiled a “Tron: Legacy” teaser trailer at Comic-Con in July 2008. The studio first decided to “activate” core fans, Mr. But so did the marketing muscle that Fox put behind it. 1 show of the 2009-10 season was no accident. That the comedic musical “Glee” was the No. Television, too, is seeing a new model emerge. It is not just the movie business that is experimenting with a longer selling cycle. A studio does not want to release a behemoth like that without a megawatt campaign. Special effects movies like “Tron: Legacy” can easily cost more than $350 million to develop, produce and market. In a post-“Avatar” world, the goal at the multiplex is to make movies feel like must-attend events longer campaigns can help achieve that.Īt the same time, the risk for motion picture studios is bigger than ever. Lead time also makes a big difference when it comes to breaking through the advertising clutter and competing entertainment options. One variant is a controlled burn: carefully doling out bits of information over months and years. 1 tool for promoting movies television commercials studios are trying to create Internet brush fires on behalf of their coming releases.
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