Marketing Superman’s marketing will be the key to weather Superman Returns reaches the uber blockbuster status some are predicting. So far, the films had 1 teaser trailer that aired with Harry Potter and the Goblet of Fire.It grossed around 290 million in the U.S. and is approaching 900 million worldwide. So its teaser, which was mildly effective, has gotten very big exposure. It’s teaser poster is in theaters and features just the logo. It’s leaving a lot to the mind. With supposably no super bowl spot planned e some might be alarmed at what could be considered a lack of marketing. To describe what’s going on and what’s going to happen, Ill compare this campaign to that of two movies-Batman Begins and Star wars episode 3. At this point, Batman Begins had 2 posters and 2 trailers. It had a superbowl spot. It then had tie ins with March Madness. But what happened? They showed us a lot of marketing early on and when June rolled around, there was nothing. A few tv spots and ad’s but the marketing budget was drained. Star Wars on the other hand, at this point had, like Superman, one teaser trailer that basically got word out the movie was coming. It had a poster that basically said the movie was coming, and left much to the mind. It had no super bowl spot or tie ins with college sports. Obviously Superman’s marketing is comparable to that of Star Wars, and whose marketing turned out to better - Batman or Star Wars? Star wars instead saved its marketing money for May when it counted, and rode a wave of free marketing (read below) to make up for its lack of official stuff, and then bombarded us in the quiet early weeks of May creating a huge hype machine. It was smart marketing and looks to be what W.B.’s doing with Superman. Free marketing-free marketing is basically press. Star Wars dominated thislast year and the return of the man of steel looks to do the same this year. It’s magazine covers, articles, talked up on show’s like Entertainment Tonight or Access Hollywood. Superman should ride a wave of free press till June when they’ll release the real good stuff. After a theatrical trailer(hopefully a really good one ala Star Wars) with Blockbuster disaster flick POSEIDON, exposure will be mild to big. Then when everything that’s supposed to get the public interested is released, expect hype to blow up Effect-good for now, possibly great around release *update: i seem to have been right. superman has gotten incredible free marketing, and the marketing is exploding in may and june like i thought. 3 trailers and posters in may, and in june all the tie ins and tv spots are being released. the hype is growing and 26 days to go, it should be mammoth. Theater count Theater count will defiantly be in favor of Superman Returns. Opening unmatched on June 30th, Superman is the sole release that will be fighting for screens. The week before features Adam Sandler’s comedy CLICK, which should do his usual 40 million opening and a 120 finish. That will have around 3200 theaters. Garfield 2 and Cars will both still be in 2000. With just CLICK over 3000, and probably just over, Superman Returns will probably open into at least 3800 theaters, probably around 4100, or possibly break the theater count record (4223) and get about 4250 Effect-good *update. 4000 look slike a good estomate, sa cars will still 3000 and click will be in 3200-3400. the man of steel will open to abut 4000 on wednesday and probably increase to 4050 on friday. Competition With nothing opening against and no real big threat’s in their second weekend, The Man of Steels big screen revival has arguably the most anticipated film of next year in its second weekend; the box office juggernaut Pirates of the Caribbean 2: Dead Mans chest. If it stays on the Friday that should open to 100 million 3 day with relative ease. Talk has it moving back to the following Wednesday but that doesn’t look like it’s happening. The fact is that film appeals to each one of Superman’s prime audiences-the action, kids, and romance genres. Granted superman action will be bigger, it’s more of a kids movie, and the love story plays a bigger part, it will still surely eat into Supermans second weekend. But the fact is Superman should still be in over 4000 theaters which will limit pirates to around 3500-3700 theaters. Add in that if superman opens big it wont lose screens at these theaters and that Pirates should be long(original was 163 minutes), there will be a lot of Pirates sell outs that’ll give Superman more audience. So similar to how Narnia had more screens and show times then Kong did, Superman should have more screens and show times then Pirates 2 will. Effect-negative *update-while still negative it obviously isnt as big of problem cause superman moved up to wednbesday. Release date Possibly Superman’s biggest positive source is his release date. The July 4th holiday is always a huge movie time and it will inflate Superman’s opening weekend and week. This inflation means that with good word of mouth, it will help Superman in his second weekend cause if his first weeks 150 million of good word of mouth, that’ll spread and help it’s second weekend out greatly. It also gives Superman time to get a big head start on Pirates of the Caribbean2 for the summer title, as most think it’ll come down to these 2 for the title of biggest film of the summer and possibly of the year. Effect- very positive Character name appeal and recognition Lets be honest, Superman’s the most famous superhero ever created and his world renown recognition ranks up there with Jesus Christ. His logo is second only to the cross. He’s survived for near 70 years in American pop culture and remains big today. The fact is, he’s immensely popular and the name SUPERMAN is a bigger draw then any actor around. His fan base in terms of size is second to none. Not as dedicated as Star Wars or Potter, but in terms of size it’s the biggest Effect: positive What could happen: Lots of things could happen with this flick. What could happen is hype spreads fast and big but the film doesn’t deliver and Pirates 2 does. If this is the case, a 65 million 3 day/105 million 5 day opening en route to a 235 million dollar domestic total and 525 world wide. What might happen The only comparison Superman really has right now is what happened with Star Wars: Episode 1. Star wars and Superman were both very popular franchise that were popular with everybody-kids, teens, adults-in 70’sand 80’s and are very fondly remembered by most. They were the 2 flagship franchises into SPECIAL EFFECTS. When Star Wars returned in 1999, it’s hype built extremely easily due to the pent up demand from such a popular franchise being gone for so long(it was 16 for them, its 19 for Superman), and the same might happen to Superman. If the film delivers and this happens, expect a 76 3 day/125 5 day, and a 170 million opening week and a total around 340-360 million in the U.S. and near 800 million world wide, even with Pirates of the Caribbean 2. What will happen: Heres what I think is going to happen though-Superman Returns will open into around 4000 theaters with immense hype and have a opening day of 28 million, with about 5-6 million from combined midnights and 10 pm. screenings. on thursday it will fall to 16 million, and rise on friday to 25 million. itll increase a bit to 25.5 milion and drop to 22.5 million on sunday for a 3 day take of 73 million, and a 5 day of 117 million. a monday drop to 19 million and a tuesday drop to 14 million give it an opening week of 150 million. wednesday will see a 50% drop to 7.5 milion, and another 6.8 million on thursday. friday se a 55% friday-to-friday drop, for about 11.5 million, 14 million on saturday, and then 10 million sunday for a second weekend of 35.5 million, -49%, and giving it a 12 day total of 200 million, and ending out around 283 million in the united staes, and about 342 million overseas for a huge 625 million worldwide take.