Total Recall (2012)
The Total Recall marketing campaign started at around March of this year. This may have been considered late to start providing teaser extracts and posters of the movie to the public as some companies can start years in advance if not at least a year in advance of the movies release, whereas this movies teaser campaign was started only 6 months prior to the release of the movie in cinemas. The first piece of teaser publicity that was released to the public was in the form of a teaser trailer that was released on the 26th of March that was 33 seconds long.
This trailer was presented in this way to spark the interest of viewers who had seen the original with Arnold Schwarzenegger in 1990, and with the fast paced shots and the action seen get new viewers interested in this new reformation of the old movie. This trailer was almost a teaser for the first official trailer which was released on April Second to the public and was the usual “2:24 seconds long”.
This full trailer explained more about the movie and contained many more scenes of action and more information on the story itself. As the first Teaser trailer was released a teaser poster was released for the movie that contained little text, only the title of the movie and the season of release, with the main actor as the main image in front of a futuristic setting.
Between the release of the trailer and the movie there were more posters and trailers officially released to the public containing more information on dates and information on the story line itself as well as action scenes to keep the viewers entertained and interested in seeing the movie. However there were also unofficial posters released that fans had made which were to show off the story behind Recall and what the main story is about. Below are a few.
This campaign was largely successful in gaining the audiences interest and they gained a lot of publicity through magazines and TV trailers, however through all the hype generated the movie some would say did not live up to the expectations set.
The key thing to learn from this campaign is the importance of the involvement of the audience - cmpaigns work much better when they are interactive.
The Amazing Spiderman Campaign (2012)
The start of the amazing Spiderman campaign was largely headed by the huge company Sony who Built a promotional website for the Film back in 2011 which would be a source for fans to see trailers and posters released for the movie.
This website released three trailers ranging from the initial teaser trailer to two full trailers later on in the campaign. This website included a gallery of shots taken in the movie or during production of the movie itself. The way in which Spiderman was marketed to audiences was extremely effective as they chose movies, which tied into the superhero them such as avengers and played their trailer at the release event of the movie as well as paying for it to be seen on the main page in the iTunes store, one of the biggest multimedia distributers in the world. The campaign started off with releasing the initial teaser trailer and a few posters which included little to no information on the specifics on the movie other than the actor and the setting, perhaps in later posters the seasonal date and then near the movie the actual screening date.
A company called BEENOX also produced the amazing Spiderman Game, which would have boosted sales for the movie as well as reaching more fans. This first set of extra merchandising led on to retailers selling toys of the characters from the movie as well as the iconic sweet dispenser PEZ marketing their new Official Spiderman Sweet dispenser in the form of Spiderman’s and the lizard doctors Bust. The franchise of Spiderman has always been largely successful over the previous years however because the main actors had been changed and the story was almost being retold in a different light the audience had to be convinced that this New Spiderman was still staying true to the original and was going to be as good if not better. The marketing campaign largely helped with this and fans were not disappointed. The once large franchise of Spiderman has only increased in size now due to the new movie and the new merchandise being sold, and with the fan base growing in numbers constantly. The marketing campaign over the last 18 months was extraordinary and gained a lot of interest from the fans from the series and new fans with the new approach to Spiderman, All the different methods used for marketing, be it the trailers or posters or the games and toys, the audience was not disappointed and was kept interested and intrigued to see the final movie and the public was ultimately pleased when they saw the movie and to date is still a major movie of the year.
This was probably not a difficult film to promote and would have been a box office success with very little promotion. This shows that the promotion has become an expected part of the film and one of the ways in which studios compete. Where the big films are concerned, the campaign isn't so much about making sure audiences watch it, but are much more about an elaborate competition designed to create maximum hype and enhance the studio's reputation.
This was probably not a difficult film to promote and would have been a box office success with very little promotion. This shows that the promotion has become an expected part of the film and one of the ways in which studios compete. Where the big films are concerned, the campaign isn't so much about making sure audiences watch it, but are much more about an elaborate competition designed to create maximum hype and enhance the studio's reputation.
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