Tracking: The Marketing of Case Studies 3 & 4

The Hobbit: Desolation of Smaug (Case Study 3)

• Newspaper article: The Independent
• Below the line marketing
• Readership is predominantly educated middle class people
• It's valuable because it is easily accessible, it has a direct reach to specific people, it has the connectivity trait therefore readers have the ability to comment, like and share (audience involvement) - offering their opinions and boosting the marketing
• Competition: Win a Trip to New Zealand
• Above the line marketing - the trip's expenses and promotion by Odeon Cinema are paid for by Warner Bros.
• This may appeal to many people: families, young adults, adults, travellers
• It's valuable because it is includes audience involvement, audience can be entertained, but it is valuable for the film because to enter the competition they must prebook their tickets at the Odeon Cinema
• Benefiting Odeon Cinema, the film and the winners of the holiday
• Trailer Release from Warner Bros: Full Teaser Trailer
• Above the line marketing - The film was paid for to produce the footage for the trailer and the editors were paid
• This will appeal to families, adults, teenagers, action movie-lovers and essentially anyone who is interested in watching the film
• The advantage of this marketing technique is that it has infinite shareable potential, direct reach to specific people and it's connectivity through shares, likes and comments

Some other examples I found were:

• The Daily Mail
• Orlando Bloom reprises his role as arrow-shooting Legolas in the new Hobbit trailer The Desolation of Smaug
• The Metro
• "Thranduil fears bad times in new The Hobbit: The Desolation of Smaug TV spot"
• Cinema Blend
• Behind-The-Scenes Hobbit Images of Benedict Cumberbatch
• DigitalSpy
• The Hobbit: The Desolation of Smaug is darker, says Peter Jackson

Kill Your Darlings (Case Study 4)

• Newspaper Article: The Mirror Online
• Below the line
• Appeals to tabloid readers, gossip-lovers of low intellect - This is obvious through the fact that the writer focused on the subject of Daniel Radcliffe kissing another man
• It's valuable because it is easily accessible, it has a direct reach to specific people, it has the connectivity trait therefore readers have the ability to comment, like and share (audience involvement) - offering their opinions and boosting the marketing
• Trailer Release from Sony Pictures Classics: Full Trailer
• Above the line
• It reaches anyone who is interested in seeing the movie, romance/drama/biography film lovers or anyone who sees the link to the video
• The advantage of this marketing technique is that it has infinite shareable potential, direct reach to specific people and it's connectivity through shares, likes and comments
• Poster Release: Originally Sony Pictures Classics, but there was an article published on Empire
• Above the line (to create the poster) but below the line for the publishing of the Empire article
• Potentially anyone who sees the poster. This all depends on where (and if) it is placed outside of the Internet
• This is a valuable platform of marketing because it gets the word out quickly so information can spread through word of mouth and sharing of the image through social media sites

Some other examples I found were:

• The Daily Mail 
• "Daniel Radcliffe on how the director of his new film Kill Your Darlings helped him through his gay sex scenes"
• "Fans swarm Daniel Radcliffe at the screening of his new film Kill Your Darlings at BFI Film Festival"
• The Telegraph
• Kill Your Darlings, Venice Film Festival, Review