The Boat That Rocked - Marketing (Viral and Trailer)

One poster for TBTR

The Boat that Rocked – Lack of Viral campaign.

There was no such viral marketing campaign for the boat that rocked, however there was still a strong marketing campaign following key conventions of many British films. One reason for this lack of Viral marketing is that unlike American movie companies British ones just want to get the film made and do no worry about marketing until post production. However in America throughout the production of the film they are always thinking about how to market the end product.

Trailer

The 39 seconds teaser trailer was released before the full one minute 30 second trailer in cinemas, this got people talking about the upcoming film. It gave little away which captivated the audience. Further more it made people aware that:

• The film was opening
• Who’s in it
• Genre
• Idea of story

Both the teaser and the full length trailer require requires synergy, the teaser haven given the audience an idea about the film, the film trailer should take the idea further and develop it. TBTR trailer did that, it revealed more about the main characters as well as giving away some of the plot.

Why no Viral?

Social networking sites are very influential in successful viral campaigns

It was a traditional British film that stuck to posters and trailers, despite these drumming up initial interest in failed to live up to its budget retaking only a quarter of their production budget. Another reason for the lack of viral campaign may have been because of the adult target audience. The primary target audience was 35-60 year olds who grew up around pirate radio, this is an age group that are not known to be big users of digital technology and the internet such as YouTube, Facebook and smart phone apps.

It is through these platforms that viral campaigns are most successful; one flaw of the campaign is the Facebook page for the film targets younger audience who the film did not appeal to as it was a period film. 

Reviews state that ‘If you liked ‘Four Weddings and a Funeral’ and ‘Love Actually’, you’ll love ‘The Boat That Rocked’.’ All free films are related as they are great representations of British society.

Marketing- Avatar Viral

Avatar viral campaign

Screen grab of AVTR.COM

Avatar was a film that positioned itself as an industry changing epic and gave many hope that a viral campaign reflecting would also be as incredible as the much anticipated film. Unfortunately, it wasn’t. Despite drumming up initial interest through websites like Avtr.com, Avatar’s viral campaign failed to live up to the hype created.

This may have been because the website was launched in September but went ‘dead’ for two months with no updates offering new light on the campaign.

However the campaign did have the potential to be successful, it offered users the chance to create their own avatar character by uploading their pictures. Premiering in September, Avtr.com offered a glimpse into the Resource Development Administration and presented clues about Avatar’s plot. Furthermore, visitors were introduced to a transmission from Colonel Quaritch that offered great insight into his character and highlighted the tensions on the planet. This allowed them to see humans true intentions for the planet. 

Avatar background questions

Avatar

1. What genre of film is it? Action, Adventure, Fantasy

2. When was it made/released?

Long time in the making, production started in 2005 but development in 1994.

Released 17 December 2009 (UK).
DVD release was Earth Day

c. Where was it made/released?  

As a hollywood film it was made in Hollywood but much of the film was Computer Generated (CGI) In 2007 principal photography began in Los Angeles and Wellington, New Zealand.

It was released globally the most recent  in Japan, October 2010.

d. Who made it/ who distributed it? What was the target audience?

Avatar was produced by Lightstorm Entertainment James Cameron’s production company but funded by Fox. After stalling for years. "I don't know if we're crazier for letting you do this, or if you're crazier for thinking you can do this..."
Distributor – 20^th centaury fox entertainment


Target audience -

e. How was it made and released (budget/ production context/ release strategy/marketing campaign

Budget- $237 million            $9 million+ (Re-release)

Release Strategy:


Release was staggered to create a desire, this resulted in word of mouth of the upcoming film.


Home Release was on earth day in Canada and US because the films theme matches the days goal of environmental awareness.

Marketing Campaign: Consisted of Posters, Trailers, Official website, AVTR.COM viral website.