A “box office success” doesn’t earn that accolade by pure luck or merit. The main reason people flock to see a new release in such big numbers is largely due to marketing – a lot of it.
A heap of cash goes into driving awareness of a Hollywood release and securing its success – nearly as much, if not more, than goes into producing the film itself.
It should follow, then, that there are lots of lessons to be learned from how the studios choose to spend that money.
Here are 10 marketing lessons you can take away from some of Hollywood’s biggest box office successes.
1. Monsters University (and Swiffer)
In the run up to the release of the second installment in the Monsters Inc. franchise, Monsters University, Pixar was responsible for some pretty awesome marketing strategies: The “Monsters University” website, for one. The film is close to four years old, but the site’s still well worth checking out.
Designed to replicate the style and features of a genuine American university website, it’s an excellent example of movie marketing that merges the fantasy of the film into reality (something we’ll see another example of and discuss in more detail later).
What I wanted to talk about right now however, is this 30-second ad.
It’s a collaboration between Pixar and Swiffer – a household cleaning brand owned by P&G.
Now, you might wonder what a cleaning product brand has to do with Monsters University. That would be a fair question. And the answer would be… absolutely nothing.
And that’s the key.
By thinking a little outside the box, Pixar and Swiffer found a way to collaborate that promoted both brands equally. The concept is simple – the Monsters make a mess and a Swiffer product comes to the rescue – but the execution ensures the ad succeeds in driving awareness of and excitement about both products (as much as anyone can get excited about a cleaning product, at least…)
To check out the lesson and the rest of the article click here.
Sujan Patel owner of #Mailshake