BvS The Marketing For BVS Was Well Done.

[Marvel Knight]

Credit where credit is due. WB managed to successful sell a mediocre film to the public through some very sneaky and deceptive tactics.


- The early trailers portrayed the film as some intellectual Nolan-esque drama. Just like in MOS, a lot of the lines in BVS were trailer bait designed to achieve this purpose.

- By Trailer 3, WB had realized the film would be critical Kryptonite so they basically leaked the entire film into the trailer, so audiences would believe it's action-packed and there's even more to it. They went on damage control press saying that Trailer 3 barely reveals anything, but it's essentially the whole film. This was the same tactic used by Sony during ASM 2.

- They set up very closely guarded early screenings where hyped up fans tweeted out extremely positive early responses. We started to hear comments like it's "better than The Dark Knight" and DC has "caught up to Marvel with one film." Snyder had a recorded message at the start of these screenings asking audiences to keep what they saw a secret for the sake of avoiding spoilers leaking. However, the film's Trailer 3 had already spoiled the film. This message was to make sure the world didn't really know how underwhelming the film was.

- The Embargoes saved them. They knew the negative reviews may sink this ship so they embargoed the reviews til two days before the release. All we heard till tuesday was very positive reactions to the film from the early screeners. It made everyone think Drew McWeeney's report was completely bogus.


All in all, this may set a very bad precedent when it comes to these films. If BVS is financially successful, regardless of the low cinema score and mixed to poor reception, they'll just continue this same pattern with Justice League. Why would they change a strategy that works for them? At the end of the day, all WB cares about is the $, and this entire DCEU project has been a cash-grab. Today's the day they are finally cashing in on their DC brands.


What other marketing tactics did you notice in play for this film?

 

[FunkMiller]

You mean that second trailer that gave the ENTIRE plot away?

Hmmmmm. I'd say they got bloody lucky... but that's only if the legs n this thing are good. No guarantee of that yet.

 

[Marvin]

and this after all that marketing criticism every step of the way.
Too rich(i'm sorry)

 

[Marvel Knight]

You mean that second trailer that gave the ENTIRE plot away?

Yeah, I called it the Third Trailer because of that early trailer with all the voiceovers, using the trailer-bait dialogue from the film.

The Doomsday trailer wasn't an accident. They totally did that on purpose, knowing they needed to build as much hype as possible to secure a massive OW before the reviews hit.

 

[Warhammer]

The content of your post coupled with your user name......prepare yourself for that super upset fan and the hell he will unleash when he comes in here.

 

[DarkVictory]

I am dismissing the marketing of this film because their tie-in was with Dr. Pepper instead of Mountain Dew when it's obvious to all that they needed to bring back the 'Dark Berry' flavor from the 'Dark Knight Rises' marketing and then use the red Game Fuel flavor as a competing 'Superman' flavor so that way they could have competing 'Batman v Superman' flavors....

Oh, and they gave away pretty much the entire film in the last trailer, only the last trailer probably had better editing and was more coherent.


Realistically, though... it's 'Batman v Superman'. You don't have to be a marketing genius to sell that movie (even if the end-product is thoroughly mediocre).

 

[Boom]

Yes. Kudos to WB for effectively selling a terrible film. I feel so much better.

 

[Plaidchuck]

What's the point of this thread? Now we're saying they swindled the audience and stole peoples money?

Alright I'm as down on this film as anyone else but now you're trolling.

 

[Ita-KalEl]

Maybe even the movie is not so bad as many are trying to describe.

 

[Marvel Knight]

Yes. Kudos to WB for effectively selling a terrible film. I feel so much better.

LOL.

Maybe even the movie is not so bad as many are trying to describe.

Critically, it certainly was. And it's cinemascore is on par with Catwoman and Elektra.

Audience scores are going to sink like the titanic soon, this film lacks GA appeal and rewatchability once they see it.

The content of your post coupled with your user name......prepare yourself for that super upset fan and the hell he will unleash when he comes in here.

I'm game for it. This is a hard film to defend. All that can be defended is WB's sneaky and strategic marketing here. The marketing paid off.

 

[Golgo-13]

I though the marketing was well done; they should not have given away 80% of the BvS fight in tv spots/trailers though, but i understand why they did it.....

 

[writer0327]

All marketing is deceptive. This is nothing new, but you're right, it was very well done and well executed. Bravo WB. They got something right in this fiasco of a film.

 

[Tony Gunk]

wow talk about a back handed compliment

 

[Baneis8feettall]

1) Snyder's other movie trailers have that drama aspect. Not trying to confuse people.

2) Majority of movies in these days make such trailers to impress people by showing a lot. Terminator Genisys was like that too. It's normal that they say there a lot more after big reaction coming from many. Not a shady move or something. They are not gonna say "Yeah we have revealed everything"

3) Movies get hyped up. Fanboys overrate movies especially. Don't believe everything you hear, son.

4)Big movies do same thing. It's not because they are sure movie sucks. Big companies being cautious before movies that will bring a lot money. Jurassic World, Star Wars had pretty much same marketing. I think you are reading too much. People will go to this movie no matter what. It would not change a thing if we heard movie sucks a week ago. Transformers makes billions after despite what people say. It's an event, more than just a movie.

What we got was usual marketing for a big movie in these days.

 

[akfj]

I thought the marketing was weak for this movie. In hindsight, it was actually pretty well done.

 

[NJCaliboi]

...
- The Embargoes saved them. They knew the negative reviews may sink this ship so they embargoed the reviews til two days before the release. All we heard till tuesday was very positive reactions to the film from the early screeners. It made everyone think Drew McWeeney's report was completely bogus. ....

Oh I completly forgot about that dude- some people here surely owe him one big, "MY BAD"....lol They gave that poor kid grief and turns out so many ended up agreeing w/him-- now we know he's not simply some "random hater" as was implied.

 

[Supa]

I'd agree, aside from the trailers giving away almost all the money shots. I felt like the only real surprise in the movie was what happened to Superman in the end. Doomsday to me felt like it should have been a surprise, he shouldn't have been in the trailer.

Aside from that, it's pretty good marketing. It was everywhere and anywhere.

 

[Aejej]

HOLY CRAP. Is another thread on this necessary?

 

[Aejej]

The content of your post coupled with your user name......prepare yourself for that super upset fan and the hell he will unleash when he comes in here.

More like the sympathy you feel for the poor hungry homeless dog you see on the sidewalk as you drive past...

 

[morningmimosa]

Great thread /s

 

[third3ye]

Everyone's entitled to their opinions, so just gonna voice mine and not judge others. I found the marketing effort to be subpar. The 2nd trailer actually unhyped me and I was never able to recover, that's how bad it was. WB did throw the piggy back at the campaign, that was evident. Bang for buck though, I thought Deadpool's marketing team did a much better job, even better than Disney.

 

[Marvel Knight]

Aside from that, it's pretty good marketing. It was everywhere and anywhere.

Which makes me think the marketing budget for this film is massive. Especially considering how it opened on an unprecedented amount of screens at once.

I believe that move also was strategic marketing. They knew the hype would be massive, so opening in almost double the amount of screens as Avengers did, worldwide, would ensure for a record breaking OW. Especially over the Easter weekend. This is all regardless of the quality of the actual film. They put themselves in a position where the film's quality would have no impact on the box office earnings during OW, that's quite a feat.

 

[Marvel Knight]

A great article from HollywoodReporter on WB's marketing strategy and marketing budget for BVS:

http://www.hollywoodreporter.com/news/batman-v-superman-inside-warner-878208

They are basically getting what they paid for.

 

[hafizbat]

Yep, they clearly did a good job of playing the marketing game...but only when it comes to the business side.

From a fan perspective, I was disappointed in the marketing. Only one excellent trailer, lackluster posters and promo art, terrible magazine covers, no viral campaign, etc. Then again I guess if the movie itself sucked so bad, the marketing can't have been all that great. It didn't seem like a big deal at the time, but now that the movie has shown its true colors, it's easy to find all the little flaws.

MOS blows it away in terms of how much hype the trailers gave me.

 

[the5timechamp]

People are misinterpreting the "angle" on this post....

Author is not saying whether the marketing was creative or well done....

Hes saying that the marketing campaign was deceitful and manipulated expectations to get the highest opening possible once the studio realized the movie was a dud... It has nothing to do with quality of trailers etc etc