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Faster than a speeding bullet and more powerful than a locomotive: no, not Superman, but the marketing campaign Warner Bros has developed for this superhero’s latest movie.
The latest Superman movie, Man of Steel, hits cinemas in around two months time, but the lead up to the release – 14 June in the US and 27 June in Australia – includes a world of websites, trailers, viral videos and other online material.
Then there are the RL (real life) promotions. You can “Become The Man Of Steel” with Kelloggs cereal, learn more by reading mysterious billboards in the and watch the movie before anyone else if you can get to a Walmart store.
The last deal is particularly groundbreaking: close to 4000 Walmart stores are selling tickets for advanced screenings on June 13. Warner Bros said it is the “first time in entertainment history that a studio has partnered with a retailer to provide such an opportunity for fans.”
“We are extremely pleased to partner with Walmart on this unprecedented initiative, which will allow devoted fans to be among the first to see Man of Steel,” Warner Bros. Pictures president of domestic distribution, Dan Fellman, said.
“We know the movie delivers and believe this unique partnership will kick off strong word of mouth that, thanks to the reach and immediacy of social media, will propel moviegoers to theaters (sic) nationwide.”
It is clear from all angles that Warner Bros and co have definitely not held back in their attempts to “leap tall buildings in a single bound” with Man of Steel’s advertising.
Not only has this multi-faceted approach garnered the attention of fans and media alike, but it is also paving the way for new marketing tactics in the film industry.
As Forbes film contributor Mark Hughes points out, the deal with Walmart is bound to mean more than a one-off thing. “…if it’s a success — and come on, of course it will be! — then you’ll see a lot more of this kind of exclusive promotion of content and special screenings for other films as well,” he writes.
“There are exclusive apps that let you put your face alongside Superman in digital photos, in-store promotional materials that allow point-and-click access via your mobile devices, and of course plenty of regular retail in-store merchandise for the film.” Hughes also notes that there are huge advantages for studios considering this type of partnership, not least of all the fact that in this case Walmart’s marketing team will be doing its own promotion to help boost sales as well.
“With a Walmart in practically every city and town, and with so many people shopping their regularly, that means Walmart is putting Man of Steel in front of everybody’s eyes day after day.”
But (to allude to another comic book hero’s words) with this great marketing power also comes great responsibility. Warner Bros has to make this film work if it is going to continue churning out DC and other comic book movies.
These films are where the studios have seen huge profits in the past (The Avengers, for example), as well as huge flops like Green Lantern, Watchmen and Superman Returns.
While the pressure is on for Warner Bros and all of the people behind Man of Steel to really shine when this film is released, other studios will likely take note of the epic marketing campaign.
Grabbing and holding the attention of so many different stakeholders – especially potential audience members – is no mean feat, but so far Man of Steel is holding up against the best of them. And if the commitment to marketing this movie is anything to go by, the next six or so weeks will prove worth the wait.
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