BvS The Marketing For BVS Was Well Done.

[Aejej]

We know exactly what he's saying. It was already discussed in the Box Office thread ad nauseum. No need for another thread.

 

[Marvel Knight]

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

That's successful marketing though.

 

[Flint Marko]

- 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.

This was their most brilliant move, IMO.

 

[hitmanyr2k]

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?

http://forums.superherohype.com/showpost.php?p=33277467&postcount=366

Oh they knew. Drew McWeeny's reports of test screenings not going well was dead on accurate and WB came up with the perfect plan to ensure a decent opening weekend. Promote Batman's badass moments in the final trailer since he was really the main highlight of this film. Show the critics the film but embargo them to not utter a word about how sh**ty this movie was or else. Let their super-biased fans and paid shills who went to the premieres and fan screenings have the freedom to scream from the rooftops on social media about how great the movie was to hype it up and drive those pre-sales as much as they could before the critics and website reviewers had their say. It was all calculated and they executed it to perfection.

I think the final BvS trailer was a reaction to the panic that the Doomsday trailer caused and also the reaction they were getting from early test screenings. Batman was getting all of the positive buzz so they decided to make Trailer 3 Batman-centric and showcase him being a badass knowing that would sell tickets more than anything. That trailer had "This is a Batman movie guest-starring Superman, oh and a little of Wonder Woman too" written all over it.

 

[The Guard]

Fuzzy on how the marketing was deceptive. The trailers very much represented the film. Dark, somewhat violent, etc.

 

[Marvel Knight]

Fuzzy on how the marketing was deceptive. The trailers very much represented the film. Dark, somewhat violent, etc.

Read the OP and you'll see it, especially in regards to why trailer 3 was done the way it was done.

 

[The Guard]

But that was in the film in pretty much that context.

You cannot look at single trailers in a vaccum when assessing whether a marketing campaign was up front.

All trailers featured drama and big action elements.

 

[ManWithNoName18]

I think WB saw the negative reaction to the Doomsday scene, and let the 3rd trailer open with probably the best fight scene in the movie. Got everyone pumped again.

 

[Mjölnir]

They certainly managed to sell the movie to get butts in the seats at the theaters. Of course one could say that the OW numbers were pretty expected, but you still need to market to get there.

On the other hand that Doomsday trailer actually did show too much, despite all the protests back then that said that it didn't, and that was one of the clumsier moves for such a big film. I'm kind of grateful myself though since it helped me lower my expectations.

 

[lukebrodyg]

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

There's been nothing to suggest this is true and every comment like this is pure conjecture.

 

[Marvel Knight]

But that was in the film in pretty much that context.

You cannot look at single trailers in a vaccum when assessing whether a marketing campaign was up front.

All trailers featured drama and big action elements.

And Trailer 3 featured all the spoilery money shots on purpose. At that point, they knew they had critical poison and divisive film for audiences. So they packed that trailer with the whole movie, to ensure pre-sale and opening weekend tickets would sell.

Same strategy used by Sony with ASM2.

 

[Aejej]

And Trailer 3 featured all the spoilery money shots on purpose. At that point, they knew they had critical poison and divisive film for audiences. So they packed that trailer with the whole movie, to ensure pre-sale and opening weekend tickets would sell.

Same strategy used by Sony with ASM2.

It's not limited to WB and Sony. Fox and Marvel put huge spoilers in the DoFP and Avengers trailers, too.

The trick is to simply avoid the trailers. Showing Doomsday in the second BvS trailer wasn't as big a deal as Hulk saving Iron Man or Magneto manipulating the Sentinels he'd taken control of.

 

[super85]

I thought there was quite a few surprises left when I saw the film. Generally speaking these days trailers always show a little bit too much, and then people sit watch and rewatch all that stuff a million time and speculate about them on messageboards.

I usually avoid watching trailers much, just becouse I enjoy the surprise moments a lot more when I don't remember every single detail from the trailers. With BvS I admit, I watched the last trailer a lot becouse of the Batman scene.

It's a bit like I find DCs and Marvels comicbook output a lot better these days becouse I have stopped reading the solicts on their websites a month before I buy the book.

I thought all the trailers were good for this film and the trailers fit the tone and content of the movie.

I like the film and I thought the marketing was good.

 

[Poni_Boy]

It's not limited to WB and Sony. Fox and Marvel put huge spoilers in the DoFP and Avengers trailers, too.

The trick is to simply avoid the trailers. Showing Doomsday in the second BvS trailer wasn't as big a deal as Hulk saving Iron Man or Magneto manipulating the Sentinels he'd taken control of.

Yes it was a big deal. Huge. And not comparable to those others at all. Know why? Doomsday implies without a shadow Of a doubt where the story was going. Up until then who assumed they were using a DOS story? I haven't heard anyone objectively guess that. Adding Doomsday did absolutely tell too much. The character is famous for one thing. WB knew that. Was a bad call

 

[Consona]

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

The "flaws" side of this film is not only exaggerated all over the internet, it's uber-over-exaggerated. t:

 

[The Guard]

And Trailer 3 featured all the spoilery money shots on purpose. At that point, they knew they had critical poison and divisive film for audiences. So they packed that trailer with the whole movie, to ensure pre-sale and opening weekend tickets would sell.

Same strategy used by Sony with ASM2.

So?

That's what marketing does. The argument is that the marketing campaign is somehow misleading about the tone and content and that's just not the case. You cannot look at one trailer in a vaccum.

 

[Steamteck]

I got what I was expecting from the marketing and more. I heard the same thing about the games Skyrim and Fallout 4 and I also got exactly what I expected. I guess I'm so good at reading trailers I do it subconsciously and recreate them in my mind as I watch them Cool!!

Seriously guys, I don't understand how you could say it was deceptive in anyway. I honestly don't understand.

 

[Aejej]

Yes it was a big deal. Huge. And not comparable to those others at all. Know why? Doomsday implies without a shadow Of a doubt where the story was going. Up until then who assumed they were using a DOS story? I haven't heard anyone objectively guess that. Adding Doomsday did absolutely tell too much. The character is famous for one thing. WB knew that. Was a bad call

Your opinion. And how is showing Magneto levitating the Sentinels not comparable? It was almost pointless watching the third act of DoFP. It sucked all the tension out of whichever conflict they presented. When the single greatest moment is watching Wolverine get turned into a ball of foil and chucked into the river...

 

[ManWithNoName18]

bases off some recent discussion on the main BVS thread, now all people are talking about is Steppenwolf/Darksied, instead of Boxoffice.

 

[Marvel Knight]

Yup. There's no doubt that deleted scene was released on purpose as damage control. To build up some positive buzz for this film now.

 

[JtheDreamer]

Your opinion. And how is showing Magneto levitating the Sentinels not comparable? It was almost pointless watching the third act of DoFP. It sucked all the tension out of whichever conflict they presented. When the single greatest moment is watching Wolverine get turned into a ball of foil and chucked into the river...

The 3rd act of that movie bored me to tears.

 

[Poni_Boy]

Your opinion. And how is showing Magneto levitating the Sentinels not comparable?

Because the Sentinels weren't created and known specificslly for killing Wolverine. If they had been that would be a similar comparison. Doomsday is known for one thing. Revealing him tells viewers he's going to do that one thing in the movie.

 

[Poni_Boy]

bases off some recent discussion on the main BVS thread, now all people are talking about is Steppenwolf/Darksied, instead of Boxoffice.

Nailed it