marketing and promotion of ‘the hobbit an unexpected journey' and other hobbit films

Marketing of The Hobbit an unexpected journey

Marketing of The Hobbit an unexpected journey

By Laura Knowles

The Distributor- Warner Brothers

The Producer- New Line cinema

The Director- Peter Jackson

The Writer- Guilermo Del Torro

Genre- Fantasy/Action

Budget- $180Million ($540Million for all 3 films)

The Hobbit is a film series consisting of three high fantasy adventure films which are directed by Peter Jackson. The trailer

This came out on September the 19th and was released by Warner Brothers Pictures.

The Hobbit- Hyper real

Three features combined to created this effect:

3D technology

Peter Jacksons decision to use the Hyper real 48 frames per second rate.

Chance to watch the film with a sound system called Dolby Atmos (offers more realistic presentation of effects, sounds and music than ever before)

Promotion of The Hobbit

Here is a screenshot of the official Hobbit website. This allows fans to engage more with what they see in the films and gives them the chance to learn more about the cast, the story of The Hobbit and the filmmakers who are behind the cameras.This is also a very good way of promoting the films as it gets people so engaged I think that they will want to watch the films more which will increase the views and the sale of DVDs and Blue-rays.

Lego have used The Hobbit films to make some of their Lego sets into and also a The Hobbit Lego game which is available on a lot of games consoles.This could effect people by maybe seeing these products in stores, which would obviously then make them wonder if the films were good or not which would then influence them to maybe go and watch them. This is another way in which promotion helps to gain viewers and fans.

This also lets already existing fans engage more with the films and getting to know them even more.I think that this could also influence fans of Lago, video games or both to watch the films if they havent already as they might like what they see in the product, therefore influencing them to go and watch the films.

This type of effect that I talked about in the last slide will also come from the Lego website using its website to promote The Hobbit and the products that it sells of it, including the games. This is another way which allows fans to engage more with the films and with other fans.

Already existing fans

The Lord of the rings trilogy was an already existing film trilogy when they came out in 2001, 2002 and 2003, however they take place after the Hobbit films.This means that already existing fans would already be wanting to watch the films when they came out, which massively and instantly increases the size of the audience.

The Lord Of The Rings also has online stores which lets the fans engage more with what is going on, lets them buy online merchandise and play games.

The IMDB Movie Meter

It can be clearly seen on this chart that from 2011 The Hobbit was in the top 100 and by the end of 2011 when the film was released (December the 13th ), it went straight to number 1.

Online Marketing

The Official Facebook page for the movie started on the 15th of February 2011 as well as the official blog being released around the same time.

Not long later, a official YouTube channel, a official Twitter page and a official website was created.

The Hobbit production dairies and video series started first on the blog.

These sites are also linked to each other, For example there is a button you can click on the Facebook page which allows you to go straight to the shop. This makes it easy for people to get more involved online, therefore increasing audience size.

The Hobbit Production Diaries

These manage the expectations of the fans. This also would inform them without showing anything about the story itself, therefore creating suspense.

This only allowed the audience to see the actors during shootings, the FX specialists preparing effects, but no real sequences were shown.

The videos which were first published by Warner Brothers have been viewed more than 10Million times on YouTube.

The Hobbit fans

Comic-con

cosplay

On site engagement asking fans to vote for the best possible ending for the new trailer.

Launching of the trailers

Reinforcing a collaboration with the biggest Tolkiens fan based site- http://www.theonering.net/

Interaction on social media

Fans engagement on Facebook (For example the celebration of the 75th anniversary of The Hobbit book)

More on The Hobbit fans..

Merchandise (for example: figures, maps, Lego, games, Bombur recipe book, Dwarf combat training game, Facebooks The Hobbit: Kingdoms of Middle Earth game)

Wallpaper generator

Fan events

Viral videos

apps

Other things that increase audience members

Billboards/Posters

Books

Toys/action figures

Premiers

Websites

The End

Click to edit Master title style

Click to edit Master text styles

Second level

Third level

Fourth level

Fifth level


Click to edit Master subtitle style



Second level

Third level

Fourth level

Fifth level





Second level

Third level

Fourth level

Fifth level


Second level

Third level

Fourth level

Fifth level




Second level

Third level

Fourth level

Fifth level



Second level

Third level

Fourth level

Fifth level




Second level

Third level

Fourth level

Fifth level






Second level

Third level

Fourth level

Fifth level



Second level

Third level

Fourth level

Fifth level

marketing and promotion of ‘the hobbit an unexpected journey' and other hobbit films

Entertainment & Humor