Tracking: The Hobbit D of S (Case Study 3)

 TV Spot Trailer
Whilst watching The Big Bang Theory on E4 around 3pm on Sunday a Hobbit trailer came on during the advert break.
TBBT targets aged 16-25 males, and science fiction and rom-com fans.
This above the line marketing, paid by Warner Bros, is made to target teenagers and fantasy/science-fiction lovers, which is one of the The Hobbit's main audiences.










Article

A below the line article about Luke Evans' acting career in the Guardian Guide.
The article features him acting in other movies and then promotes him in his new movie: The Hobbit.
The guardian is aimed at upper-middle class 25+ male and females, maybe with families. This is another audience The Hobbit is trying to reach.











Article
Another below the line article, about Sir Ian McKellen in the Radio Christmas Times.
The article is about Sir McKellen and his acting career.
Within the article is a picture, promoting his role of Gandalf in Lord of The Rings, and within the text is a promotion of the new Hobbit film.
The Radio Times is read by TV lovers and families. The Christmas Radio Times is especially popular because there is a lot of TV at Christmas, so people buy the guide.











Advert for Competition

In last week's issue of Time Out, there was an advert promoting Odeon's Holiday Competition to New Zealand, also advertising the Hobbit.
Time Out is a free magazine about what goes on around London. It's aimed at both genders, aged 18+ who like to go out.
This magazine has a very large audience, therefore the message will get out to a lot of people.

Tracking: The Hobbit D of S (Case Study 3)

TV Trailer
When watching ITV channel at 11:18pm on Friday night, I was watching an advert break for 'I'm a Celebrity Get Me Out of Here Now' (the after show of I'm a Celebrity). A twenty second TV spot trailer came up for The Hobbit.
I expect this was targeting adults and teenagers because it was too late an advert to be aimed at children. I'm a Celebrity is targeted at 16-35 year old females, whom of which may be parents. It's sponsor is Iceland, which is aimed at TV-loving families, which is a similar audience to The Hobbit. It may also have been shown due to the show's popular ratings (the show had a five minute peak of 12.9 million viewers this series).
This is above the line marketing, paid for by Warner Bros.

Tracking: The Hobbit D of S (Case Study 3)

Theatrical Trailer in the cinema
Whilst in the cinema at 2pm a full theatrical trailer for the Hobbit: Desolation of Smaug was shown. This is a useful platform to reach keen film fans (they would not be at the cinema if they were not fans of movies).
The film I was seeing was certified 12A, which is also the same age range as The Hobbit (12A). This is beneficial, as viewers of a 12A movie are more likely to be interested in watching another 12A film rather than viewers of an adult film.

Posters
Around the cinema were a few posters promoting the new Hobbit film. This is again appealing to film fans, as they are around the cinema where film fans would be.
There was also a life-sized cardboard cutout display of some of the characters (I did not get photographical evidence). This is eye-catching and has a similar effect to posters, to give information to anyone who sees it.

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

The Hobbit: The Desolation of Smaug (Case Study 3): Research

1. UK Release Date: 13th December 2013
   
2. Institutions behind the film's production and distribution: Producers: MGM, New Line Cinema and WingNut Films. Distributors: Warner Bros, Cocinsa and Forum Hungary.
3. Production Budget: $250,000,000 and funded by MGM and New Line Cinema
4. Nationality: American
5. Type of production: Large Budget, Hollywood Blockbuster production
6. Connections with other films: The second part to a three-part film series, starting with The Hobbit: An Unexpected Journey and concluding with The Hobbit: There and Back Again. All three films together act as a prequel to The Lord of the Rings Trilogy, also directed by Peter Jackson.
7. Director: Peter Jackson
8. Star actors: Benedict Cumberbatch (as Smaug/ The Necromancer), Evangeline Lilly (as Tauriel), Richard Armitage (as Thorin), Orlando Bloom (as Legolas), Hugo Weaving (as Elrond), Ian MacKellen (as Gandalf), Martin Freeman (as Bilbo)
9. The film's plot: "The dwarves, along with Bilbo Baggins and Gandalf the Grey, continue their quest to reclaim Erebor, their homeland, from Smaug. Bilbo Baggins is in possession of a mysterious and magical ring." - IMDb
10. The film's audience: Fantasy film lovers of all ages. There is action and violence which would appeal more to adults and teenagers and then some childish humour for younger viewers. However, only true LOTR fans amongst the young, children audience would sit through this 3 hour film, otherwise it would be a dull experience for them.