Jurassic Park

Holli Sheets, Daniel Halsey, Ashley Baier,, Jon Sanell,

Kylie Taylor

3 Years & 690 Licenses In The making

Jurassic Park Holli Sheets

Jurassic ParkHolli Sheets

PromotionValue

Brand Entertainment

Advertising Campaign

Brand

Value Daniel Halsey

How is value created and extracted in the motion picture industry?

Production Value Daniel Halsey

Higher Budget

$60 Million

20 Years Later

Value ChainDaniel Halsey

4 links in the chain Production Distribution Exhibition Consumption

Value Chain Daniel Halsey

What’s your favorite movie?

Daniel Halsey

Why? Target Audience? Personal Values

How Licensees Should be Selected

Jon Sanell

Licensing Agreements

A licensor A licensee

Jurassic Park & KennerJon Sanell

Kenner (Hasbro toy company) Toy line agreement Projected Sales

Merchandise Licensing Ashley Baier

http://www.youtube.com/watch?v=kag-YDnYWF8&feature=player_embedded

Who owned some sort of Jurassic Park Merchandise?

Ashley Baier

Risks vs. SuccessAshley Baier

Motion picture are much riskier than television shows, classic characters, and time-tested properties

Merchandise licensing Risks

Ashley Baier

Dependent on the Success of the film

Film reach the right target audience

Rivalry films with established merchandise

Merchandise synergy

Merchandise SuccessAshley Baier

Produced and marketed 5,000 different products

Merchandise generated $1 billion in worldwide retail sales

A lasting legacy

Special Challenges Developing Merchandising

LicensingKylie Taylor

Developing a coordinated event marketing strategy and distinctive logo

Selecting key promotional partners to build excitement with the campaign 

Allotting sufficient time for signing up licensees

Developing a coordinated event marketing strategy and

distinctive logoKylie Taylor

The team risked widespread counterfeiting as their most relevant challenge in the merchandise licensing program dinosaurs are not protectable intellectual property

They over came this challenge by using their distinctive yellow, black and red “T-Rex Skeleton” logo that was traditionally used on the cover of Michael Crichton’s book this logo was recognizable and easily identified in

any country

Selecting key promotional partners to build excitement

with the campaignKylie Taylor

They chose McDonald's as their key partner McDonalds used the ad to promote their larger

portioned “Dino-sized” servings of drinks and French fries

http://www.youtube.com/watch?v=fSp7t2KRDks&feature=youtube_gdata_player

McDonalds made international marketing more available through familiarity of the restaurant worldwide

Allotting sufficient time for signing up licensees

The most challenging part of this venture was to maximize the popularity and revenues as well as allotting sufficient time for signing up licensees The Jurassic Park team licensed merchandise in

over 60 countries This enabled them to develop a range of quality

products

Including a wide range of adult and children's books

The campaign had to coordinate artwork, packaging, trademark, and copyright notices

Media Synergy & Film Franchising

Jon Sanell

What is Media Synergy & Film Franchising?

How are they related

Jurassic Park using synergy

Jon Sanell

Movie Trailers

Theme Parks

Toy Lines

https://www.youtube.com/watch?v=4tZeuJMW3NU

Franchising with Success

Jon Sanell

Licensing Copyrighting Trade marking

Collaborating Companies

Jurassic Park

Holli Sheets, Daniel Halsey, Ashley Baier, Jon Sanell,

Kylie Taylor