harry potter and the deathly hallows part 2 marketing plan

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During my Semester in LA at Raleigh Studios. Our instructor Bob Levin, asked each student to pick a film with a release date after June 1st. I chose to create a media plan for Harry Potter and the Deathly Hallows Part 2. One of my key objectives was to sustain the number one box office spot for more weeks than the previous Potter film. Mr. Levin found that very unique. Sue Kroll President, Worldwide Marketing for Warner Bros. advised me during production of this plan.

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Page 1: Harry Potter and the Deathly Hallows Part 2 Marketing Plan
Page 2: Harry Potter and the Deathly Hallows Part 2 Marketing Plan
Page 3: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

CAST

Page 4: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

Synopsis

The end begins as Harry, Ron, and Hermione go back to Hogwarts to find and destroy Voldemort's final horcruxes, but when Voldemort finds out about their mission, the biggest battle begins and life as they know it will never be the same again. -IMDB

World Wide Release Date:July 15th (US)/July 7th (UK)

Genre: Fantasy

Budget: $250 Million

Widest!Release: 4,125 theaters

In Release: 140 days / 20 weeks

Director: David Yates

Writers: Steve Kloves (screenplay) J.K. Rowling (novel)

Page 5: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

Marketing Objectives

Gain greatest amount of target for last film

Maximize weekend gross of last film

Retain box office #1 longer than other Potter films

Page 6: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

RESEARCH

Page 7: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

TargetHarry Potter is a 4 quadrant film:

The fantasy genre appeals to the children, young kids and older kids (Males and Females Under 25)

Adults can also be seen on subway stations reading the books with no covers. (Males and Females Over 25)

Teens also have an interest in these films and most

have grown up with the Harry Potter Series.

Harry Potter is also a family film that everyone can

come out and enjoy.

Sue Kroll- President of Warner Brothers Pictures World Wide Marketing gave me advise about the target.

Page 8: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

Competition Market Voice Chart

Harry Potter50%

Transformers40%

Smurfs10%

Page 9: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

Release DateI will keep the release date for Harry Potter and the Deathly Hallows Part 2

at the July 15th release date based on:

AFTER another summer blockbuster Transformers 3

School is out for the summer

Demographic is outside of the house more

Potter Films usually make more during summer release dates

Weekend release date gains more of the target

Last Potter film in a strong release week

Page 10: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

Gross of Potter FilmsGross

$974,733,550

$954,501,070

$938,212,738

$933,959,197

$895,921,036

$878,643,482

$795,634,070

Prediction$985,000,000 !11%

Harry Potter and the Chamber of secrets #2

Harry Potter and Sorcerer's Stone #1

Harry Potter and the Deathly Hallows Part 2 #8

Harry Potter and the Deathly Hallows Part 1 #7

Harry Potter and the Prisoner of Azkaban #3

Harry Potter and the Order of the Phoenix #5

Harry Potter and the Half Blood Prince #6

Harry Potter and the Goblet of Fire #4

Page 11: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

Warner Brother’s Top 10 movies

Page 12: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

Abilities Capability= Harry Potter has great capability seeing that its the

last film in the series it has tons of potential to keep number one box office spot longer than the last potter film.

Playability= Harry Potter and the Deathly Hallows Part 2 has a large amount of playability based on gross of previous films.

Marketability= Harry Potter and the Deathly Hallows has great marketability based on this film being the last film, and the ending is what everyone wants to see.

Buzz ability= Based on results from Rotten Tomatoes one of the most used movie websites. Harry Potter films have never received anything lower than a 78%

Page 13: Harry Potter and the Deathly Hallows Part 2 Marketing Plan
Page 14: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

CreativeOne sheet with 3D Effects (At the beginning )Trailer Partner with Universal Studios and its hotels for poster placement Snap Tag handouts during promotions Large building cover advertisementsRun poster in Top 5 consumer magazines

Page 15: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

Product PromotionsPartner with YouTube to have a submit your own Harry Potter trailer. Partner with schools to have readings by Harry Potter look a likes to

promote the film and reading.Luna Lovegood also wore converse shoes in the Harry Potter in the Half

Blood Prince we would also bring them back. Harry Potter stunts at The Wizarding World of Harry Potter.

Page 16: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

MediaBuy same amount of day time & prime time points

to catch children who are younger. Prime time is key to gaining awareness for the film. Partner with television shows like Good Morning

America and have a week of Harry Potter interviews with the cast in exchange for tons of daytime play.

Radio interviews may catch fringe drivers.

Page 17: Harry Potter and the Deathly Hallows Part 2 Marketing Plan
Page 18: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

InternetAfter a trailer screen you have this option to Buy last DVD or Get current film Info.

After Choosing Film info you have your menu screen with Info about the movieTrailers Downloadsand “Muggle Hub”

Page 19: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

MobileAugmented reality of all theaters via 3D map using

smartphone.Harry Potter theater locator via GPS Automatic ticket purchase alert Text HP72 to 43892 for Potter wake up call.Live Streaming content of Harry Potter events Harry Potter and the Deathly Hallows Part 2

ringtones.

Page 20: Harry Potter and the Deathly Hallows Part 2 Marketing Plan

Harry Potter custom QR code stickers