Post on 14-Apr-2018
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MARKETING AND CROSS PROMOTIONS PLAN
PREPARED BY:
ALEX OANONO
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background
RELEASE DATE : July 26th, 2013
EXPECTED DOMESTIC GBO :According to HSX.com, theexpected GBO is $174 million.
EXPECTED RATING : PG-13
GENRE : Action, Adventure,Fantasy.
% ON ROTTEN TOMATOES : 99%
of audience members want to seeit.
OPENING WEEKEND EXPECTED :1st Place
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Story synopsis
Based on the celebrated comic book arc, this epic action-adventure takes Wolverine (Hugh Jackman), the most
iconic character of the X-Men universe, to modern dayJapan. Out of his depth in an unknown world he will face ahost of unexpected and deadly opponents in a life-or-
death battle that will leave him forever changed.Vulnerable for the first time and pushed to his physical andemotional limits, he confronts not only lethal samurai steel
but also his inner struggle against his own immortality.
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Theatrical history
TH ATRICAL&BOX FFICEHISTORY
X-MENX2:X-MEN
UNITED
X-MEN:THELAST
STAND
X-MENORIGINS:
THEWOLVERINE
X-MEN:FIRST
CLASS
DATEOFRELEASE Jul14,2000 May2,2003 May26,2006 May1,2009 Jun3,2011
PRODUCTIONBUDGET $75MILLION $125MILLION $210MILLION $150MILLION $160MILLION
PRINTSAND
ADVERTISINGBUDGET$23MILLION $50MILLION
(ADONLY)$34.3
MILLIONNotAvailable NotAvailable
DOMESTICOPENING
WEEKEND$54,471,475 $85,558,731 $102,750,665 $85,058,003 $55,101,604
MPAARATING PG-13 PG-13 PG-13 PG-13 PG-13
OPENINGWEEKEND
RANK1ST 1ST 1ST 1ST 1ST
DOMESTICBOXOFFICE $157,299,717 $214,949,694 $234,362,462 $179,883,157 $146,408,305
WORLDWIDEBOX
OFFICE $296,339,717 $407,711,549 $459,359,555 $374,825,760 $355,408,305
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Competitive landscape
Friday July 5th, 2013 - The Way, Way Back
Friday July 12th, 2013 - Grown Ups 2, PACIFIC RIM
Friday July 19th, 2013 - RED 2, The Conjuring, RIPD, Girl Most Likely
FRIDAY JULY 26TH, 2013 - THE WOLVERINE
Friday August 2, 2013 - 300: RISE OF AN EMPIRE, 2 GUNS
Friday August 9, 2013 - ELYSIUM, Were the Millers, Disneys Planes
Friday August 16th, 2013 - Kick-Ass 2, Percy Jackson: Rise ofMonsters, The To-Do List
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industry insights
Continuing trend in comic adaptations prove to be alucrative investment.
According to Hollywood.com, With the studio machine having
gotten a firm grasp on the economic advantages of epic live-action superhero films, its as if weve reached a point wherecomic book heroes only exist to the general public if
theyve been embodied by movie stars in garish live-actionblockbusters.
According to Mintel, through 2015, a there will be an Asiancultural influence across many industries. This this EastMeets West trend demonstrates how Asia is becoming a keycommercial influence.
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target audience
Primary focus: Teen males (12-17 y.o)
Young Adult Males
Generation-X Males
Fanboys
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Consumer insights
Teens
Teen boys generally receive more moneyfrom their parents than girls do.
The most watched television shows by teens are talent competitions.
The top shows include American Idol, Americas Got Talent, TheVoice, and X-Factor.
Many teens multi-task when watching TV, they often simultaneously watchvideos online, play video games, and visit websites on their cell phones.
84% of teems liked or became a fan of a brand or product that they liked.
70% of teens like to share links that personally interest them.Teens value social responsibility, and value supporting good causes andgiving to charities.
Teens place a high value on having a laptop, over a desktop computer.
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consumer insights
Generation-X
The best way for advertisers to reach this demographic is stillthrough traditional television advertising.
They spend an average 3.9 hours weekly commuting to andfrom work.
Gen-X adults spend leisure time watching television, spendingtime with family, browsing the internet from computers,listening to the radio, commuting, playing videogames,talking on the phone, and reading the newspaper.
They are less likely to read physical newspapers, and preferreading articles online.
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consumer focus
teen-young males
Iwanttoseethelife
thatdonthave.
Money,power,women,
cars-justlikeinIronManandTheDark
Knight.-Adam,20
Theyprefermoviesthathave
coolerstuff,liketechnology,
cars,andhavewealthy
characters.-Ben,16
TooyoungtogetintoX-
Menwhentheoriginal
moviescameoutin2000.
ThelastfewX-Men
movieshavebeen
preLyweak-
Ameet,16
IadmireHughJackman
becauseheisabad-
assandastraight
stud.-Marc,24
Iwanttoseeexplosions,hot
girls,bad-assmoves,
Wolverinetearingsomeoneup
withhisclaws,andmaybea
fewcornyjokesinthetrailer.-Dylan&Adam,20
InterestedinJapaneseculture,
specificallyweaponry,warfare,and
Samauri.
Nointerestindirector,
JamesMangold.
Majorityhave
neverreadthe
comicsbooks.
PreferIron
Man,the
Avengers,and
TheDarkKnight.
HeavyTV
consump[on,social
mediausage,video
streamingthoughYouTube,spendleisure
[meplayingonsocial
gamingconsoles.
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Why would I want to see
the movie if I know hes notgoing to die?
-Dylan, 20
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consumer focus
Fan BoysWanttoa]endComic
Con,thosewhocannot
payclosea]en[ontotheeventsfromhome.
Collectmerchandise.
SubscribetoMarvel
comicsorwill
purchasein-store.
Prefercallingthemselves
fanboysratherthan
geekornerd.
Contribute
toonline
forums.
Theywanttoknowallof
thelatestinforma[onon
allofthecharactersand
comicsfirst,theyareearly
adopters.
Whiletheycanbe
enthusias[c,theycanalsobe
extremelycri[calof
adapta[ons-par[cularlyin
film.
Shareinforma[onthrough
wordofmouth,rather
thanpos[ngonFacebook.
UseTwi]ermore.
MarvelFans,X-MenFans,
AvengersFans.
Usewebsiteslike
ComicVine.comastheir
encyclopediatotheX-
Menuniverse.
BecameX-Men
fansatayoungage.
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ISSUES OPPORTUNITIESSkepticism towards sequel to X-Men Origins:The Wolverine.People expect more of the same.
Movie adaptations to comics tend to receive
criticism from fanboys if expectations arent
met.
Little knowledge and lack of interest about X-Men universe from younger end of the 13+
target male audience.
Existing fan base
Large budget
MARVEL brand name behind the movie
All of the other X-Men movies have been
successes which allows for more leverage
when dealing with 3rd party endorsers and
partnerships
Wolverine is a fan favorite.
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Goals
Strategies
tactics
Earn a domestic GBO of $200 million.
Expand the audience to include younger male viewers.
Execute a major promotional push with 3rd Party Partnershipsthat males in the United States connect with.Ignite interest in younger male audience through education andinteraction with X-Men and Wolverine brands.Encourage word-of-mouth through intriguing promotions andevents - especially through fanboys.Leverage audience affinity towards Hugh Jackman throughmedia efforts.
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Campaign tone
Mysterious / Intriguing
Action-packedJapanese inspired
Thrilling
Powerful
Wolverine as a
character
Tragic hero
Rage / Anger
revenge
new found mortalitymore powerful than ever before
sense of anarchy
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Positioning statement
This summer, Hugh Jackman stars as X-Mens most notorious
bad-ass in The Wolverine, a sequel to the 2009 MARVELblockbuster, X-MEN Origins: Wolverine. Skewed towardsaction-loving males, this film sets itself apart from the X-MEN
saga when Logan meets Japanese friends and foes whointroduce him to his kryptonite. Wolverine discovers that his true
power comes from his humanity - but is it by choice or throughforce?
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What happens when the clawsdont come out?
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Key communication points
Will Wolverines 200 year-long life finally come to an end?
If X-Mens most notorious bad-ass cant save himself, who can?
When stripped of his powers, how will the superhero act as a human?
Wolverine is at his most powerful when he is his most vulnerable.
Based on Marvels X-Men comics.
Sequel to the 2009 blockbuster, X-Men Origins: Wolverine.
Hugh Jackman stars as Wolverine for the 6th time.
Hugh Jackman was People magazine's Sexiest Man Alive of 2008
2008 Teen Choice Award for Choice Actor in an Action Adventure X-Men Origins: Wolverine
2010 People's Choice Award for Favorite Action Star X-Men Origins: Wolverine
2013 Golden Globe Award for Best Actor Motion Picture Musical or Comedy LesMisrables
http://en.wikipedia.org/wiki/Les_Mis%C3%A9rables_(2012_film)http://en.wikipedia.org/wiki/Golden_Globe_Award_for_Best_Actor_%E2%80%93_Motion_Picture_Musical_or_Comedyhttp://en.wikipedia.org/wiki/People%27s_Choice_Awardhttp://en.wikipedia.org/wiki/People%27s_Choice_Awardhttp://en.wikipedia.org/wiki/Teen_Choice_Awardshttp://en.wikipedia.org/wiki/People_magazinehttp://en.wikipedia.org/wiki/Les_Mis%C3%A9rables_(2012_film)http://en.wikipedia.org/wiki/Les_Mis%C3%A9rables_(2012_film)http://en.wikipedia.org/wiki/Les_Mis%C3%A9rables_(2012_film)http://en.wikipedia.org/wiki/Les_Mis%C3%A9rables_(2012_film)http://en.wikipedia.org/wiki/Golden_Globe_Award_for_Best_Actor_%E2%80%93_Motion_Picture_Musical_or_Comedyhttp://en.wikipedia.org/wiki/Golden_Globe_Award_for_Best_Actor_%E2%80%93_Motion_Picture_Musical_or_Comedyhttp://en.wikipedia.org/wiki/X-Men_Origins:_Wolverinehttp://en.wikipedia.org/wiki/X-Men_Origins:_Wolverinehttp://en.wikipedia.org/wiki/People%27s_Choice_Awardhttp://en.wikipedia.org/wiki/People%27s_Choice_Awardhttp://en.wikipedia.org/wiki/X-Men_Origins:_Wolverinehttp://en.wikipedia.org/wiki/X-Men_Origins:_Wolverinehttp://en.wikipedia.org/wiki/Teen_Choice_Awardshttp://en.wikipedia.org/wiki/Teen_Choice_Awardshttp://en.wikipedia.org/wiki/People_magazinehttp://en.wikipedia.org/wiki/People_magazine7/30/2019 Wolverine - Class Presentation
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tacticssynergymedia
retail
publicitypromotions
3rd party
d2c
non profit
$75 million budget
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tactics: synergy
X-Men week on FX
Release 1 track from movie
sountrackWork-Out Remixes
Promote Marvel Comic App
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Media: television
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Media: Radio
Nationwide commercials on
radio stations across thecountry.
Highfrequencyduring rushhour times - serve as a keytouchpoints among morningcommuters to work andschool.
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Media: Print Publications:Magazines: Mens Health, GQ, Wired, Motor Trend, Hot Rod,
Fortune, Forbes, Entertainment Weekly, People, ComicBuyers Guide, Details, Popular Mechanics, Comics Journal,
TV Guide, Variety, Interview, The New Yorker, NationalGeographic, In Touch, Weekly, OK!, Esquire, Mens Journal,Popular Science, Fantasy and Science Fiction, SportsIllustrated, Sport, Tae Kwon Do Times, Game Informer, XBoxMagazine, Carbuzz.
Newspapers: New York Times, Washington Post, USAToday, Wall Street Journal, The Los Angeles Times, DailyNews, New York Post, San Jose Mercury News, Chicago
Tribune, Chicago Sun-Times, The Dallas Morning News,Houston Chronicle, etc.
3rd party partners will be encouraged to place advertisements
in said publications.
Potential Stories:
Wolverine Summer Work-Out Plan in Mens Health
Technology Feature in Wired Magazine
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Media: Ooh
Bus benches
Bill boards
Bus ads
Transit ads
Commuter-rail display
Taxi-advertising
Wallscapes
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Media: Digital
WHAT HAPPENS WHEN THE CLAWS DONT
COME OUT? - Photo Leak Campaign
Marvel.com Wolverine Takeover
Advertise TV network websites
Advertise on-online:
Barstool Sports, Reddit, Elite Daily,Yahoo.com, Bing.com, Hulu, etc.
Comic blogs: ComicVine.com,ComicsAlliance.com, AComicBookBlog.com,BleedingCool.com, SuperHeroHype.com,ComicBookMovie.com
Purchase advertising YouTube homepage andbanners.
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media: mobile &
gaming
Fruit Ninja x Wolverine App
X-Box Advertisements
Leverage Marvel Comics AppX-Men Training Camp App - acollaboration withComicVine.com
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retail: in theatre
Traditional:
Static clings, posters on windows
and in theaters, theatrical trailer,stand alone cutouts, concessionpromotions.
Jean Grey - Sneak Peak during Iron
Man 3 screeningsX-Ray Stand Alone
Opening Night 3-D Glasses Promotion
Hand-outs
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Publicity
The Art of the Samurai Sword Eventfeaturing Korehira Watanabe
Crowdsourced pre-screening
Comic Con - July 18-21
Jean Grey
TV Appearances - morning shows,entertainment shows, sports talk shows
Fanboy Outreach through exclusive leaks,photos, and interviews with influential
publications.
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promotions
& partnerships
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Direct to
consumer
E-mail pre-existing database ofcustomers from previous X-
Men films and Marvel fans.
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non-profit
overlay
Defenders of Wildlife - SaveAmericas Wolves
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Measuring Success
Overall Box Office Earnings & Ticket sales
Reaching GBO goals
Digital tracking
App downloads & usage
Publicity and coverage
Awards
Buzz
Qualitative feedback
Partner feedback
Reaching new customers