Marketing

Avatar has been marketed by it's distributors as widely as possible in order to gain as large box office takings as possible. Avatar needs to gain these huge box office takings in order to try and compensate for the massive budget put into this film. Marketing campaigns have been put in place to try and appeal different age groups to try and maximise the reach of this film.

The initial marketing process of this film included setting up the official Avatar website and a small viral marketing campaign. The official website includes the trailer, links to social networking sites such as facebook and twitter and some behind the scenes footage. The viral marketing campaign is based on the idea that you can sign up for your own avatar and by doing so you recieve regular email updates from Avatar. The official website also contains a link to the official Avatar youtube channel. Here all users can find the trailers and teasers to watch. The channel has gained over 9 million views proving a massive part in spreading the film across the internet. These aspects of the campaign were essential to build up the core audience of this film: young 'techy' males. They've been targeted through the use of a strongly online based campaign and a gradual release of information which will build excitement. This is also a great example of cross media convergance by using the internet in order to market film.



An Avatar game was also released on all the main games consoles. This was a clever move as it gave a chance for more revenue to be gained from this film. This also directly targets the core audience of this film since young males are the main consumers of video games.The game was released on the 1st of december 2 and a half weeks prior to the release o the film to build interest within the audience while also providing key presence of the film in the market.



The second stages of this marketing process involved releasing extended tv spots in November. These included Gordan Ramseys F Word and Victoria's Secret Fashion Show demonstrating the wide reach this film was trying to create. The trailers were all based heavily on the visuals of the film and on the director. Every trailer included a mention of James Cameron since he is already a well established director who will definitely have fans who watch all his films. The visuals of the film are focused on because they are the biggest selling point. The revolutionary 3D technology is being marketed so audiences watch the film to see this 'technological breakthrough'. Avatar also set up a joint marketing campaign with Coke Zero and McDonald's. Both of these are huge globalised companies and Avatar has done well to get these tie-ins so it can reach its huge globalised audience. This is an example of Synergy between the companies because the tie-in is mutually benficial between both parties.




The UK premier of this film started the final stages of the marketing process. All media platforms were bombarded with Avatar reviews, articles, trailers and more. The day after the premier in the UK most newspapers had a featured avatar article. This below the line marketing was essential for Avatar because it generated the buzz that it needed close to its worldwide release. Reviews were posted all over the internet and the Avatar website took you directly the positive ones. Every media platform had been proliferated by Avatar. Mornign TV shows had special features on the film, The Sun ran an Avatar based competion and the internet had adverts everywhere. This was the kind of marketing that was essential in order to reach the UK as a whole and maximise the film's box office takings.


Posted by Tom P