Due to the large budget of the film (financed by Warner Brothers, and a good percentage being spent on marketing), there is a lot of material such as posters and viral advertising to promote the film. Unlike 'Submarine', the producers can afford to take risks with advertising, and so an unusual campaign was used to spark interest and raise awareness of the film by word of mouth, similar to The Dark Knight - inviting followers over Social Networking site Twitter to post images they find of bat-signals scattered across the world.
Many teaser trailers and television advertisements could be afforded by the studio as well, so that as many people could be made aware of the film months in advance, whetting their appetites.
Below-the-line advertising:
As well as trailers and merchandise, a great deal of publicity came from reviews and press publicity involving the star talent to raise audience interest.
Links to online press interviews/reviews:
Due to the large-scale media coverage of the film, there were stories in the news which became associated with The Dark Knight Rises - in particular the Colorado Cinema Shooting at a late-night premiere of the film, showing a negative impact of below-the-line promotion.
No comments:
Post a Comment