FOX's Marketing Technique: "What Happens Last/Remembered First?"

[Mr Sensitive]

Linkin Park and Foo Fighters rock bands?

Nah... that's teen pop and sub grunge. No rock at all.

Anyway: movies with this sort of thing become dated in no time. You start listening and go: " Awww.. crap! teen pop from the beginning of the decade!"

That Spiderman 1's disgrace at the end of the movie, for instance.

So much for the suspension of disbelief.

 

[Lightning Strykez!]

The last 5 days have taken just about all of us by total surprise.

So considering that we were blitzed on all media levels simitaneously (in print with USA Today, on-line marketing with the trailers, pix and expanded site, and on television with Access Granted and Extra) do you guys think Fox's strategy worked?

 

[Downhere]

The last 5 days have taken just about all of us by total surprise.

So considering that we were blitzed on all media levels simitaneously (in print with USA Today, on-line marketing with the trailers, pix and expanded site, and on television with Access Granted and Extra) do you guys think Fox's strategy worked?

I think so...especially when the trailer will be on most prints of Kong.

 

[zanos]

Marketing Strategy:
"What Happens Last Is Remembered First?"
Is FOX Aiming To Steal Thunder With "The Back-Door Approach?"
***
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By Lightning


This Friday marks the debut of the first trailer for Bryan Singer's Superman Returns. Ironically enough, this clip is debuting a month earlier than X3's trailer (due next month), while the film comes out a month after X3's May 26th screening date. It appears that Warner Bros. is going for the "early bird" approach, in an effort to drum up as much buzz as possible for their feature. Their website is fully active, and the media has been inundated with stills from the production.

In stark contrast, the other major comic book film of 2006--X-Men 3--has had no pictures released to represent it, nor has a full-fledged website been launched. Admittedly there has been very little visibility for this tentpole production--even the plot is shrouded in secrecy. It would seem that FOX is woefully behind its competitors, considering that their project hits theatres first.

For many people, this signals an unmitigated disaster, and understandably so. Unlike Superman Returns or Ghost Rider, X-Men 3 has a powerful momentum going right now, and a gigantic mainstream audience. It has remained at the apex of 2006's most anticipated films for months now, all without any promotion. So it would seem that FOX would be smarter to capitalize on that anticipation. Instead, their silenced delay on releasing any offical pictures or details communicates to some that the studio is trying to hide a Catwomanesque-mess until the very last minute.

However, instead of writing X3 off as a failure waiting to happen--I'd like to interject another plausible reason for FOX's delaying: Could it be that they are adopting the old adage "What happens last is remembered first" for their marketing technique?

Think about it: When the trailer for Superman Returns is released there will be certain pandamonium--be it good or bad. However, when FOX strikes with their trailer next month, what will happen to that buzz? It will be diverted--and, at least temporarily, FOX will have effectively stolen its competitors' thunder. If X3's first trailer and official stills are mindblowing, the hype will reach all-time highs with an already-hungry fanbase.

Do you think this could feasibly be FOX's plan?

LOL. This is wishful thinking at best. The reason why they haven't released anything till now is because they're rushing the film as it is.

 

[Downhere]

LOL. This is wishful thinking at best. The reason why they haven't released anything till now is because they're rushing the film as it is.

At least the actual footage doesn't appear to be rushed. Everything is looking good.

 

[MattC]

Super what?

 

[Pickle-El]

The last 5 days have taken just about all of us by total surprise.

So considering that we were blitzed on all media levels simitaneously (in print with USA Today, on-line marketing with the trailers, pix and expanded site, and on television with Access Granted and Extra) do you guys think Fox's strategy worked?

I think it worked on a certain level, allow me to explain.

This 'blitz' capatilized on ALL the pent up (whether good or bad) energy people have had towards its production. It came all at once. People are posting like crazy here right now. That's the product of not giving any info out the previous 6 months. Also, even if people disagreed with how the pics looked Sunday night, Monday morning there was a teaser w/lots of action awaiting in case there was an uproar to shut them up. (Great move for a worst case scenario)

The thing I don't agree with is this:

I think they gave away quite a bit of the surprises. We got to see the things that would be incredibly cool to see for the first time on-screen during the filming. (Such as the funeral or Angel,, Juggernaut, Beast) Not only that, but this quick 'blitz' was a one time thing. It was an explosion over 2 days. The next trailer can only improve so much on the action....(Like I said earlier, they should of held back at least Angel and Jean being alive)

It raised the action bar on the SR front, that's for sure. However, the SR teaser was a 'teaser' to the dot. Now, they have an idea at what X3 looks like, and how to react. And I'll bet the next SR teaser is packed full of action to counter the X3 trailer. While I think the next X3 trailer will have more characterization and looks at the psyche of it's storyline.

So, they both did their jobs perfectly. Just in completely different forms.

 

[Lightning Strykez!]

LOL. This is wishful thinking at best. The reason why they haven't released anything till now is because they're rushing the film as it is.

How do you come to that conclusion?

They had enough footage for a teaser for nearly 2 months now.

The character photo stills have been finished for about 2 months as well.

The film is no more "rushed" than the prior films, and the last one was done on an even shorter time schedule and yet we recieved pix and footage much earlier in the process.

When you consider that the filming crews work independently of the studio's marketing group it's pretty obvious that FOX sat on all of this for a reason.

They were biding their time.

 

[RedIsNotBlue]

The last 5 days have taken just about all of us by total surprise.

So considering that we were blitzed on all media levels simitaneously (in print with USA Today, on-line marketing with the trailers, pix and expanded site, and on television with Access Granted and Extra) do you guys think Fox's strategy worked?

Well if you are comparing it to Superman Returns marketing X-Men 3 blew it out of the water. So far everything I have seen for X-Men 3 has pumped me up alot. And while I am still looking forward to SR and wish the best for it I have yet to recieve this feeling from SR.

Fox took a big chance by building up X3 and they haven't disappointed me at all.

 

[Lightning Strykez!]

Well if you are comparing it to Superman Returns marketing X-Men 3 blew it out of the water. So far everything I have seen for X-Men 3 has pumped me up alot. And while I am still looking forward to SR and wish the best for it I have yet to recieve this feeling from SR.

Fox took a big chance by building up X3 and they haven't disappointed me at all.

Well, it's all about counter-programming. But now Warner Bros. has the opportunity to do the exact same thing. If there are any jaw-dropping action sequences/effects in SR, now would be the time to show them. I'm thinking their next trailer will be a bit more riveting. Then again, since Bryan is more into character development and storytelling, it might not.

 

[bosef982]

I wouldn't count the chicken's people. This is why I feel the teaser could backfire against Fox. This trailer has inflated people's expectations and hype for this film to an absurd degree. It was good, yes. However, people need to contain their excitement. If they create this much hype, the film may be its own worst enemy (i.e. Matrix, Star Wars Prequels).

Singer is a very low-key director. I wouldn't expect big, actiony trailers from him anytime soon. I mean, he's probably just sighing in relief that Fox/Ratner didn't toally **** things up -- yet...

However, I don't know how many of you took a peek at the promotion schedule for Superman Returns...It's going to be crazy. And I doubt Fox nor Marvel has time to organize what they have. I mean, you're looking at --

Barbara Walters interview
Times Cover
Newsweek Cover
Olympics tie-in as well as Routh being a torch runner
60 Minutes Making Of Special
US Today Cover Article
People Magazine Cover Article


At this is only about a third of it. I mean, I'm not hating on X3 at all, however they do not have the name power that Superman has. Singer may not have to hype his movie on action trailers alone, by the looks of all those features, EVERYONE in EVERY DEMOGRAPHIC, will know that Superman is back. And in terms of countering the X3 hype, look what's going on while X3's coming out:

-May 2006:
*TIME MAGAZINE front cover
*Advertisements for CHRYSLER,LAYS POTATO CHIPS,_______, VERIZON WIRELESS, NESTLE, GATORADE, and PANATRONICS ELECTRONICS begin to air on television.
*Picture advertisments with GATORADE, LAYS,______,and NESTLE are attatched to products
*Music videos and singles from KELLY CLARKSON and THE FOO FIGHTERS in endorsment for the movie are relased.
*60 MINUTES "making-of" special
*Kate Bosworth REVELON HAIR PRODUCTS ADVERTISEMENTS air
*MTV MOVIE AWARDS 2006 spoof
*12 televised trailers begin airing on prime time channels
*Brandon Routh interview with BARBRA WALTERS
*Merchandise release
*Theatrical Poster relased
*World wide billboard campaign with posters
*Theatrical trailer #2 airs with POSIEDON

No comic book movie in history has gotten the media exposure that Superman Returns is going to get. There's no arguing that. During May, there's going to be a media war going on -- yes -- between SR and X3. However, SR will have more outlets, X3 will have their actually movie released. Yet, as Lightining said, what's remembered first was last -- and SR is released last. So...

I think X-Fans could be a bit bigger and not piss on their comic book cousins, and realize that they too have a great movie in their fields as well. I hate it when people try to make something better by making its comparison worse off. It's irrational first of all, and it's unfair.

I will say this

 

[Lightning Strykez!]

I wouldn't count the chicken's people. This is why I feel the teaser could backfire against Fox. This trailer has inflated people's expectations and hype for this film to an absurd degree. It was good, yes. However, people need to contain their excitement. If they create this much hype, the film may be its own worst enemy (i.e. Matrix, Star Wars Prequels).

There are 982 people viewing this board right now, so yes the hype is strong. However, while the possibility of the plan backfiring is there, what if the film actually delivers? This too is a distinct (and likely) possibility.

Singer is a very low-key director. I wouldn't expect big, actiony trailers from him anytime soon. I mean, he's probably just sighing in relief that Fox/Ratner didn't toally **** things up -- yet...

However, I don't know how many of you took a peek at the promotion schedule for Superman Returns...It's going to be crazy. And I doubt Fox nor Marvel has time to organize what they have. I mean, you're looking at --

Barbara Walters interview
Times Cover
Newsweek Cover
Olympics tie-in as well as Routh being a torch runner
60 Minutes Making Of Special
US Today Cover Article
People Magazine Cover Article


At this is only about a third of it. I mean, I'm not hating on X3 at all, however they do not have the name power that Superman has. Singer may not have to hype his movie on action trailers alone, by the looks of all those features, EVERYONE in EVERY DEMOGRAPHIC, will know that Superman is back. And in terms of countering the X3 hype, look what's going on while X3's coming out:

In my opinion, FOX is more than competent when it comes to marketing (remember just how thoroughly they blanketed the world with Fantastic 4 this past summer--it was literally EVERYWHERE).

The promo schedule for WB looks sweet, and it's great to see them push Brandon Routh. However, let us not forget that FOX has just as many connections and outlets and they have an entire TV NETWORK to manipulate. Plus, while WB pushes an unknown actor like Routh, do you honestly think FOX is not going to promote their major critically acclaimed stars like Ian, Patrick, Halle, and Hugh?

This is a $225 million dollar project--they aren't going to let it go out silently. So don't count out FOX when it comes to marketing--they are just as effective...and in my opinion have serious aces to work with.

No comic book movie in history has gotten the media exposure that Superman Returns is going to get. There's no arguing that. During May, there's going to be a media war going on -- yes -- between SR and X3. However, SR will have more outlets, X3 will have their actually movie released. Yet, as Lightining said, what's remembered first was last -- and SR is released last. So...

The process still works, because for better or worse, X3 will be the standard that everything else will be measured against. It's amazing how critics compared F4 to Batman Begins and Sin City constantly--even though the films were nothing alike. There is obvious benefit to X3 striking first...unless the final product sucks.

I think X-Fans could be a bit bigger and not piss on their comic book cousins, and realize that they too have a great movie in their fields as well. I hate it when people try to make something better by making its comparison worse off. It's irrational first of all, and it's unfair.

I will say this

Actually, this is not meant to be a pissing thread. It's a discussion on marketing and counterprogramming.

 

[Milkman95]

Fox knows how to market their films, that's for sure. Like Cal said, FF was all over the place and I believe it's the main reason that film succeeded despite it's critical failure. Also Bosef, BB struck first and ended up grossing more than FF, so the whole "striking last" thing is never a sure thing........

 

[Lightning Strykez!]

^^^ Exactly...but that was because Begins was the better film.

And at the end of the day, that golden rule will still apply: If both films are good quality and strike a chord with the fans both will do well. But it's important that both of those areas are hit because a high quality film can still flop (i.e. Hulk) just as a low quality one can Elektra. It has to resonate with the fanbase...that's almost the most important thing.

And speaking of fanbase: There's 1,117 people viewing this board! Cripes!!!

 

[Pickle-El]

There are 982 people viewing this board right now, so yes the hype is strong. However, while the possibility of the plan backfiring is there, what if the film actually delivers? This too is a distinct (and likely) possibility.

Very possible. However, if FOX hadn't delivered something truly inspiring with that teaser after the waiting the X-Audience did.....I shutter to think what this place would be like. That was one BIG gamble by FOX.

In my opinion, FOX is more than competent when it comes to marketing (remember just how thoroughly they blanketed the world with Fantastic 4 this past summer--it was literally EVERYWHERE).

That's the kind of promo X-Men 3 needs. Nothing more, nothing less. FF-type of marketing IS a step up from X2.

The promo schedule for WB looks sweet, and it's great to see them push Brandon Routh. However, let us not forget that FOX has just as many connections and outlets and they have an entire TV NETWORK to manipulate. Plus, while WB pushes an unknown actor like Routh, do you honestly think FOX is not going to promote their major critically acclaimed stars like Ian, Patrick, Halle, and Hugh?

The biggest difference is that one has the aura of being the 'new' one. There will rationally be a more curious eye put on that particular production. (Though if FOX is smart, they'd put Jackman on every show possible)

This is a $225 million dollar project--they aren't going to let it go out silently. So don't count out FOX when it comes to marketing--they are just as effective...and in my opinion have serious aces to work with.

We've seen the kind of marketing FOX is capable with (FF). I personally think that rivaled the Spider-Man movies in that dept. The movie itself is what didn't quite push the BO to the next level.

The process still works, because for better or worse, X3 will be the standard that everything else will be measured against. It's amazing how critics compared F4 to Batman Begins and Sin City constantly--even though the films were nothing alike. There is obvious benefit to X3 striking first...unless the final product sucks.

Personally, SR has it's own battle. Chris Reeve and Superman:The Movie. Remember, that is still THE most beloved actor and movie of this genre. (30 years later) The focus will be on that, hopefully people don't get too cynical. Fans are the ones that will turn this into a X3 vs SR thing.

Actually, this is not meant to be a pissing thread. It's a discussion on marketing and counterprogramming.

Word. I'm outta here, gotta go to work.

 

[zanos]

How do you come to that conclusion?

They had enough footage for a teaser for nearly 2 months now.

The character photo stills have been finished for about 2 months as well.

The film is no more "rushed" than the prior films, and the last one was done on an even shorter time schedule and yet we recieved pix and footage much earlier in the process.

When you consider that the filming crews work independently of the studio's marketing group it's pretty obvious that FOX sat on all of this for a reason.

They were biding their time.

Yeah sure.... whatever you say.

 

[Lightning Strykez!]

Yeah sure.... whatever you say.

Okay.

What do you say?

 

[RedIsNotBlue]

Well the Superman Returns marketing schedule thread was removed. Was it a fake?

 

[Lightning Strykez!]

Well the Superman Returns marketing schedule thread was removed. Was it a fake?

Who knows? I wasn't exactly sold on some of the stuff I read but I doubt it was fake. Interestingly enough, SHH took it down from the front page as well.

 

[RedIsNotBlue]

I am hoping the Clarkson and Foo Fighters bit was fake at least.

 

[Lightning Strykez!]

Heh...me too.

 

[bosef982]

Well, I'd say X3 is behind...by a lot.

All in one week these are released. Yeah...

 

[Visionary]

And SUPERBOY on every cover, no wonder X-Men 3's teaser trailer was deemed the best over Supes' by fans/members of SHH!...and basically everywhere.

 

[bosef982]

And SUPERBOY on every cover, no wonder X-Men 3's teaser trailer was deemed the best over Supes' by fans/members of SHH!...and basically everywhere.

Superman has a new teaser coming out in a few weeks.

 

[WorthyStevens]

I really wouldn't worry about the marketing just yet.

Sure Superman is getting all this publicity now. Aside from Superman fanboys, the movie needs to capture as much interest as possible from moviegoers, since it's been over 20 years since the last Superman came out.

The X-movies aren't too old, so they're still fresh in audiences' minds. As long as X3 gets good enough promotion, it'll be a big hit.