For Good’ creates a unique marketing challenge | Global News Avenue

Universal It is hoped that the excitement around “Evil Witch” will continue forever.

The film studio faces a unique challenge: two basic films that are one year apart in publicity and distribution. The box office performance of the first part of the “Magic Witch” movie project is dazzling. As of Sunday, the global box office revenue exceeds $ 700 million. According to COMSCORE data, it is not only the highest box office movie in all Broadway adaptation movies, but also the highest Broadway musical movie at the current box office.

Before the second “Evil Witch: Forever Goodness” will be released in November, the problem faced by Universal Films is how to maintain its largest fan participation without alienating leisure audiences.

Marketing experts told CNBC that the demand for the film’s depression and the success of the first movie made it easier to promote its subsequent movies.

电影营销机构PaperAirplane Media 首席执行官迈克·波利多罗斯(Mike Polydoros) 表示：“（产生）近5 亿美元的票房收入对于这部电影来说是一项了不起的壮举。” “他们有很多粉丝， They watched the movie over and over again and chorus together.

“Therefore, its marketing is more to keep the group participate and let them (informed) … and provide them with sufficient gold blocks instead of overly saturation,” Polidoros said.

Universal Pictures has done something that is beneficial to it: when it starts the marketing activity of “Evil Witch: Forever Good”, it will be able to add Oscar best film nominations to its franchise promotion.

Thursday, The studio received 10 nominations The work of “Magic Witch” includes the heroine, supporting actress, movie editing, sound, soundtrack, production design, clothing, visual effects, and makeup and hairstyle design.

“No controversy,” said Michael Moses, chief marketing officer of Universal Pictures, said, Tell “Variety Show” in NovemberEssence “When you are studying the materials, you always have such a conversation. But if there is a sound related to ‘WICKED’, it must be the end of ‘Defay Gravity’ … … Use it to end this position to make people feel relieved And inevitable decision is correct. “” “” “” “” “” “”

After the super bowl of advertising, another trailer was released on the annual Cinemacon held in Las Vegas in April, Elphaba (Elvo) and Glinda (Eliana Grand) also appeared quickly. One month later, the two starring attended Met Gala held in New York, became a red carpet together, and ended the performance of the night with a surprising performance. Subsequently, in July, the two were found to participate in the Paris Olympic Games broadcast by the NBC.

Dave O’Connor, president of the Global Films Franchise Management Management and Brand Strategy, said: “In the whole process, our filmmakers and our talents are easy to contact.” “Many of them are of them.” People have participated in all parts of our activities, from the direct marketing we have done for the film, to our partnership, and some unique opportunities brought by our company.

Global Films provided the audience with different versions of movie trailers and trailer videos throughout the summer, thus launching large -scale marketing promotion– More than 400 corporate brand partners. Retail stores are full of pink and green products, from clothing, accessories, shoes, beauty and clothing to home decoration, toys, and even unique cars. The prices of these series are different, so that consumers can choose affordable and luxurious choices to show their love for all “evil” things.

“I was often asked,” How is the screening? ‘”Brandon Jones, president and chief marketing officer of Filmfrog, said. “I think” Magic Bad Witch “is a perfect example. The state of the exhibition has always been influenced culture.”

Nine months before the release of “Magic Bad Witch: Forever”, Universal Pictures will seek the success of repeating the first film marketing activities, but there will be some changes.

“I think our purpose is not to copy, but to continue to develop, continue to do incredible work, and find the appropriate balance of the partnership that can innovate and truly meet the core of the next film.”

Then, “Evil Witch: Forever Good” will be able to use school holidays and family gatherings to promote the strong ticket sales of the second week- “Evil” also uses the same strategy During the Thanksgiving holiday last year, Disney unexpectedly launched “Moana 2”.

The cinema will also consider using the success before the “Evil Witch” when promoting “Evil Witch: Forever”. Although Universal Studios will provide creative assets such as trailers, standers, and other figures and physical materials, large and small theaters will try to use special collection of popcorn barrels and unique food and beverages to attract audiences to them to them. Place.

“In fact, it was not until recent (ten years) that the screenman only relied on the studio to complete most of the marketing work. This situation has not really begun to change in 2016 or around 2017,” Jones said. “Because the relationship between movies and movie audiences is actually managed by the reflector. Because you don’t buy a ticket from Global Films to buy” Magic Witch “. You are purchased from local cinemas.”

Jones pointed out that the rapid release of “Magic Bad Witch: Forever” is almost a year after the release of “Magic Bad Witch”, which makes the cinema more keenly interact with the audience.

With ticket sales data, the cinema can make one -to -one marketing during the 12 -month period of the screening. It can not only promote the second movie, but also attract movie audiences to return to watch other in -the -counter programs similar to “Magic Witch”. “” “.

“Promoting movies is one thing, and the experience of selling movies is another matter,” Jones added.

Discovery: Concaster is the parent company of NBCUNIVERSAL and CNBC. NBCUNIVERSAL is the publisher of “Magic Bad Witch” and has NBC Sports and NBC Olympics. NBC Olympics is the owner of the United States broadcast rights of all summer and winter Olympics by 2032.