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Theatrical Marketing in the Digital World
OVERVIEW
• INTRO
• WE’VE COME A LONG WAY…
• WHAT DIGITAL MEANS FOR A STUDIO
• LAUNCHING A WORLDWIDE DIGITAL MARKETING CAMPAIGN
 CASE STUDY OF HARRY POTTER AND THE HALF-BLOOD PRINCE
INTRODUCTION
Warner Bros. Pictures Theatrical Marketing – Yesterday and Today
WE’VE COME A LONG WAY…
Generation 2.0 and beyond…
What keeps studio execs up late at night and their blackberries close at all times!
 Intelligence Gathering
• Buzz Monitoring
• Research
 Marketing & Promotion
• Video Hubs & Syndication
• Fan Sites
• Social Networking Sites
• User Generated Content
• Etc…
 Digital Distribution & Monetization
• Ubiquitous Connectivity
• EST/VOD/SVOD/AVOD
• Implications on Business & Windowing
• The Long Tail

Mobile
Have we jumped the shark?
GLOBAL DIGITAL LANDSCAPE
GLOBAL DIGITAL LANDSCAPE
GLOBAL MEDIA CONSOLIDATION
BIGGER IS NOT ALWAYS BETTER…
INTERACTIVE MARKETING
web sites
advertising
mobile
Publicity & promotions
alternate media
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Website
Official Website
34 official film sites including:
US, UK, Australia, Italy, France, Germany, Spain, Finland, Holland, Norway, Sweden, Switzerland,
Denmark, Greece, LatAm Regional, Brazil, Belgium, Portugal, Czech Republic, South Korea, Israel,
Turkey, Japan, Poland, Taiwan, Thailand, Pan-Asia, Hong Kong, Hungary, Russia, New Zealand, Mexico,
China, South Africa.
Official Website Pages
Landing Page
Video
About The Film
Gallery
www.harrypotter.co.uk
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Publicity & Promotion
Yahoo! Movie Home Page - UK
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Yahoo!7 Movie Feature Page - Australia
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MSN Movies Feature Page - UK
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MSN Video Pop-Up Page - UK
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OUTREACH
Viral & Syndicated Content
Facebook Global Fan Page
http://www.facebook.com/HarryPotterandthehalfbloodprince
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“Put Yourself in The Daily Prophet”
Debut on Orange - UK
/
http://dailyprophet.harrypotter.com/uk
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“Put Yourself in The Daily Prophet”
Debut on Yahoo! Brazil
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“Muggle Hub” (Fan Kit)
“MUGGLE HUB” - A one stop destination that
offers customized downloads and social
networking tools for fans to customize their
web profiles and share with friends.
Content includes: wallpapers, buddy icons,
screensavers, social networking profile pic
generator, social networking site skins,
downloadable banners for users to post on a
vast array of social media/online platforms, a
RSS feed/place for news feeds and Harry
Potter branded Firefox personas.
The site is built with a custom CMS for easy
customization and translation for each
territory.
http://www.mugglehub.com/?lang=uk
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Firefox Branded Personas
Mention of HP6 Personas was added to the home page 7/25 – this has never done before for
another partner. www.getpersonas.com/harrypotter
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Firefox Branded Personas
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Twitter App
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Twitter App Fan & Digirati Buzz
In the first 3 days…
1.
74,345 visits
2.
222,760 page views
3.
4.01 minutes average
Top spells:
1.
Darkness (5,491 sends)
2.
Birds (5,312)
3.
Love 5,162)
4.
Vow (3,205.)
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Mobile
iPhone App
Available in 78 countries (including the US) in multiple languages.
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Yahoo! Mobile
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Gree Mobile - Japan
Gree Mobile - Japan
Advertising
ADVERTISING
STRATEGY
• Target is Broad/All audience
• Heavy use of Rich Media (video, synched banners, interactive/games)
• Custom events and Home Page Take Overs to create a sense of urgency on the
week of release
• Employ Behavioral Sequencing to draw users deeper into the story
• Alternate Media (Xbox, Gaming)
THEMES
• Memories & the Pensieve
• Wizard World Crossing Over into the Muggle World
• Characters
• Romance
CREATIVE APPROACH
• Pensieve and cool “ink dripping” animation of memories forming to reveal
content
• Rich video/action packed
• Rich Environments
• Flash Ad units are available in eight standard sizes: 120x90, 120x600, 160x600,
180x150, 234x60, 300x250, 468x60, 728x90. Each ad is 30-35k, Flash 8.
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ADVERTISING RICH MEDIA UNITS – cont.
• “PENSIEVE” Minisite Expando
728x90 to 728x270
300x250 to 500x250
• “ROCK” Minisite Expando
300x250 to 500x250
728x90 to 728x270
ADVERTISING RICH MEDIA UNITS
• “WORLDS COLLIDE” Roadblock
728x90 and 160x600
728x90 and 300x250
728x90 and 120x600
300x250 Standalone
ADVERTISING – MSN CUSTOM CREATIVE
• “MSN HOME PAGE TAKEOVER” using “Worlds Collide” Roadblock, custom
“wallpapers”, and an overlay using “Pensieve” Minisite creative.
• “MSN MESSENGER”
234x60 to 300x250
234x60 to 300x600
Available on MARS
• “MSN” EXPRESSIONS THEME PACK – Being developed by the UK. Creative can be
made available for local implementation.
MSN Home Page Takeover - UK
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MSN Movies Home Page Takeover - UK
Expansion to show Video, Gallery & Downloads
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MSN Messenger - UK
Background
Winks
Banner
Emoticons
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Yahoo! Pan Euro Home Page Takeover
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Yahoo! Home Page Takeover - Argentina
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Yahoo! Movies Takeover - AU
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AOL Home Page Takeover - UK
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Allocine Home Page Takeover - France
http://www.massmotionmedia.com/exemples/allocine/harrypotter/homeplayer/
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Sky Movies Home Page Takeover - UK
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Sky Must See Movie Hub - UK
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Bigpond Home Page Takeover - Australia
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My Space Skin - Australia
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MySpace Black Curtain Profile - Australia
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YouTube - UK
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BEBO - Australia
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BEBO B-Box Video Integration - UK
Bebo branded community page and promotion with “B-box” -- an original video
series created by Bebo and hosted by James & Alice.
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Mega FSV
BEBO Home Page Mega Sponsored Video - UK
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BEBO Run of Site MPU - UK
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BEBO Profile Page - UK
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Massive In Game Advertising - UK
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