6 Unique Trends in Summer Movie Marketing

This is a guest post Jenna Dutcher, Community Relations Manager, Communications@Syracuse Whether through advertising, public relations or journalism, digital communications play a crucial role in movie marketing. Movies, popcorn and fireworks are all hallmarks of the quintessential, carefree summer vacation. Even in the working world, people turn out in droves to see movies during the summer. Why? The answer is scheduling. It’s when many major movies premiere, and there’s even a term for it: summer blockbusters. And there are some big movies premiering this summer, from last month’s Jurassic World to this month’s Minions. But what sets these movies apart? How are studios distinguishing themselves when communicating with audiences? Here, we take a look at six key marketing strategies being employed by this summer’s biggest blockbusters: 1. Jurassic World’s Interactive Websites June’s Jurassic World saw the biggest opening weekend in movie history. Even before the box office made it big, however, the movie’s marketing stood out from the crowd. One major effort their PR team took on was to launch an interactive website that brought the fictional theme park to life, with wait times, weather, park capacity, maps and more—all touted as the real-life status of the Jurassic World park. Takeaway: Convince your audience you’re taking your movie seriously, no matter how far-fetched; they’ll buy into the validity of the story and repay you in box office success. 2. Minions’ Third-Party Marketing Deals These iconic animated characters are back with their own movie (Minions) and Universal is making sure everyone knows it. How? In addition to running omnipresent trailers, the marketing team behind Minions struck a deal with Amazon, branding their delivery boxes with characters and the movie’s release date. This marks the first time the shopping giant has allowed a third party to completely dress their boxes, though sources says it’s not likely to be the last. The campaign was a social media success, too, with happy customers taking pictures of the boxes and promoting the movie for free. Takeaway: Don’t start from scratch. Bring your franchise to where your audience already exists to create a marketing frenzy. 3. Avengers: Age of Ultron’s Product Placement Futuristic technology, saving the world and Audi take center stage in the Iron Man franchise--and the marketing move didn’t stop with the Avengers sequel, Age of Ultron, in which Tony Stark was seen driving an all-new second-generation R8. Eight years of product placement between Audi and Iron Man have left an indelible impression that this is the superhero’s car of choice—and maybe the right purchase for fans of the franchise as well. Takeaway: When a hot product meets a cool franchise, the result is a branding bonanza. 4. Ted 2’s Social Media Takeovers Even during the Super Bowl, the prime time for premiering movie trailers, one clear winner stood out from the crowd: Ted 2. That’s because Ted 2’s trailer received a combined 31.7 million views of its trailer across Facebook and YouTube, almost 10 million more than the second-place trailer, Furious 7 (also a Universal property). By hosting the trailer in Facebook’s native video player, the marketing team behind Ted 2 was able to score not just views but also likes, followers and hashtag mentions in support of the new movie. It’s a social media coup even a stuffed bear could love. Takeaway: Don’t discount the legions of potential audience members built into social media platforms like Facebook. By using native tools for third-party advertising, both could come out on top. 5. Trainwreck’s Celebrity Endorsement Comedian Amy Schumer has made a name for herself by saying what others are thinking. Now, she’s got other celebrities speaking for her—specifically LeBron James promoting his cameo in her new movie. During the NBA Finals, the clever marketers behind Trainwreck played up James’ minor role in the movie, running multiple trailers featuring the basketball star. It was a move meant to endear moviegoers and basketball fans alike to the comedy, and it looks to have paid off big time. Takeaway: Know your audience’s pain points. Who are the movers and shakers in their world? Engaging with these celebrities can bring a welcome cachet to your franchise. 6. Ant-Man’s Microscopic Movie Posters Ant-Man’s marketing may be tiny, but it’s making a big impact. To promote the movie’s insect-sized hero, Ant-Man’s tongue-in-cheek advertising is taking it to the perfect audience: ants. Inches-tall billboards have been spotted popping up around major cities, purportedly promoting the movie to the insect world and superheroes of tiny stature but in reality giving passersby a memorable laugh that’s sure to stick with them when they head to the box office. Takeaway: Don’t be afraid to step out of the box when advertising for movies. When audiences have become inured to traditional marketing, a (tiny) gamble could pay off big. From interactive websites to microscopic movie posters, the movie marketers of summer 2015 haven’t been afraid to push boundaries on digital communications. By relying on tools like social media, celebrity endorsements and product placements, this summer’s slate of movies has come out of the gate strong, and it’s a trend that looks like it will continue. Jenna Dutcher is the Community Relations Manager of the Online Master's in Communications program, Communications@Syracuse, and current Communications@Syracuse student specializing in Journalism Innovation. Dutcher earned a bachelor’s degree from the College of William and Mary.

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6 Unique Trends in Summer Movie Marketing

Guest post by Jenna Dutcher of Communications@Syracuse.

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