Warner Brothers and Fox Cross-Media Marketing

Posted on by

The Dark Night

Produced by Legendary Pictures (With Warner Bros)

Distrubuted by Warner Bros

Directed by Christopher Nolan

 

  • A website was set up as a fake promotion website for a character in the Batman called ‘Harvey Dent’ – the page was meant to be his political campaign
  • People would sign up with their email address
  • They then would have to do something like hold up posters that could be printed from the website and take a photo and upload it
  • Warner Bros invited fans to follow a ‘case of clues’ to track down the Joker
  • This included a van going around some cities trying to gain ‘promotion’ for Harvey Dent where fans would received tshirts and other things
  • Collected DVD’s in papers
  • Badges created

 

Fox

  • Works with a lot of other companies to create a film together
  • Fox Searchlight Pictures is a subsidiary of 20th Century Fox that focuses on independent, British and subtitled films. With great films like 28 Days Later, 28 Weeks Later, Boys Don’t Cry, Black Swan, Slumdog Millionaire and many more, they have distributed some of the most successful indie films made, with the most notable being Slumdog Millionaire and Black Swan, grossing over $200,000,000.
  • Searchlight has produced a film called ‘Boys Don’t Cry
  • But this was a good move for Searchlight because the film as a whole won 43 awards and was nominated for a further 27 other awards, so a huge success which could help build Searchlight’s reputation for distributing award winning movies.
  • Fox’s Family Guy, produced an episode called ‘Boys Do Cry’ which was a parody of the film
  • This could be a subtle use of synergy, even though it was made a while after the film.
  • Also in Family Guy there are many references to Star Wars and there are even 3 extra long parodies of Star Wars 
  • X-Men Films
  • The poster campaign features an exclusive movie trailer and a link to the X-Men film’s Facebook ‘like it’ which is accessed by tapping an NFC-enabled smart phone on poster sites around London. Each site has a pre-programmed NFC chip affixed to the rear of the poster.
  • 20th Century Fox wanted the latest in innovative out-of-home marketing to promote the upcoming X-Men movie. The campaign was aimed at engaging those in the advertising industry to the potential benefits NFC offers brands when interacting with their customers.
  • Proxama joined forces with JCDecaux and Posterscope to deliver the UK’s first NFC outdoor marketing campaign for the movie, offering consumers exclusive video content and a link to the Facebook fan page with a simple tap of a poster on bus shelters located in the heart of London.

    Each site had a pre-programmed NFC chip affixed to the reverse of the poster. This was a URL-based campaign which linked to the content via a website landing page.

Leave a comment