Homework: Film Marketing Research Task

Harry Potter and the Deathly Hallows part 1:

I have decided to look at the campaign behind Harry Potter and the Deathly Hallows as it was a very successful film. Looking at the marketing techniques will help me to see why it was so popular, making a gross profit of $294,562,162.

Different Media Platforms Used:

-Print (posters)

-Internet (The official website, as well a many fan websites – there is already a massive following, and fans spread the word quicker than most other methods of advertising)

-Trailers (moving image – trailers are everywhere, tv, the internet)

The Website:

-On each page, you can download the background image and there are links to facebook, twitter and other social networking sites.

-About the movie (story, cast, filmmakers, production notes)

-Gallery

-Videos (main trailer, teaser trailer)

-Downloads (posters, wallpapers, buddy icons, screen saver)

-Soundtrack

-Previous Years (a link to the Harry Potter website, covering all the films)

-Link to the WB shop

-Subscribe to the newsletter

-Video game

-Join the Final Battle (facebook link)

-Iphone App

-Undesirable No1 (create your own poster)

-Muggle Hub (downloads)

-Mobile game

-Motorbike escape game

-Harry Potter the Quest (play games which give you points – points unlock exclusive content and rewards)

Other Products, such as:

-The previous films (DVDs) – the franchise

-The books

-Video games

-Board games

-Action figures

-Soundtrack

-Posters

-Shirts

-Wands

-Jewelery

Fans love to collect these things and the audience is so large because of its popularity in the cinema and as a series of books.

Audience Interaction:

-Auditions to be in the film

-Merchandise giveaways

-Newsletters – keep fans updated and make them feel included.

-It was represented at the 2010 San Diego Comic-Con International event. Props from the film, like the Elder Wand and Slytherin's Locket, were on display.

I think that the marketing campaign for this film was very good, but the reason it was so popular was because of it’s massive, already-existing fanbase. This ensures that te word of the new film spreads quickly. No matter what the posters or trailers looked like, tons of people would still go to see the film because of their love of the franchise, whether it be the books, the films, or both.

Advertising for this film is also comparitively easy – the series is already so iconic, that all you would need on a poster is a lightening bolt,  Daniel Radcliffe’s face or a picture of Voldemort and everyone who saw it would instantly know what it was advertising.

The website for the film is also very good, with plenty of audience interaction through downloads and competitions.