Marketing Plan Outline
General Marketing Strategy
“To global audiences, Lucasfilm’s ability to develop franchises and tell new, compelling stories based on prior work is more consistent than Disney’s Big Six competitors or foreign studios.” Drawing from the decline of industry tentpoles such as the Transformers and Pirates franchises, we recommend that Lucasfilm continues to pursue its strategy of expanding its product’s universes - to tell new stories without replacing the things fans recognize and love. The studio has already seen major success with the latest iterations in the Star Wars franchise and reintroducing Indiana Jones under the same philosophy would diversify their offerings. Doing so would also allow the studio to avoid “franchise …show more content…
Brand equity and awareness related to their IP makes advertising a cakewalk, especially with online releases of teasers and trailers leading up to the release of films. The display of modern and retro-themed movie posters at theaters will continue, reminding moviegoers of the upcoming movies. We recommend using a standard TV appearance schedule; placing actors and directors on talk shows and in interviews in the months leading up to release. Because China is a relatively cheap area to advertise in, Lucasfilm can blanket cities with physical ads at bus stops, billboards, and electronic displays. However, we recommend focusing efforts on online advertising. Globally, pushing to have news articles published, posting and manipulating posts on websites like Reddit and Facebook, and “leaking” information about shoots will have a tremendous impact on sales if done and timed properly. In China, using this strategy with more region-specific websites like WeChat and Weibo would be more appropriate as many western social media websites are censored or less popular than their Chinese equivalents.
Sales Promotion - We recommend that Lucasfilm pursue a standard film release with regards to pricing. Theaters can charge an excess for early screenings and switch to standard ticketing prices before pulling the film from premier screens once profits begin to drop. Star Wars and Indiana Jones films should not be shown at a discount during their first two weeks of running i.e. $2
General Marketing Strategy
“To global audiences, Lucasfilm’s ability to develop franchises and tell new, compelling stories based on prior work is more consistent than Disney’s Big Six competitors or foreign studios.” Drawing from the decline of industry tentpoles such as the Transformers and Pirates franchises, we recommend that Lucasfilm continues to pursue its strategy of expanding its product’s universes - to tell new stories without replacing the things fans recognize and love. The studio has already seen major success with the latest iterations in the Star Wars franchise and reintroducing Indiana Jones under the same philosophy would diversify their offerings. Doing so would also allow the studio to avoid “franchise …show more content…
Brand equity and awareness related to their IP makes advertising a cakewalk, especially with online releases of teasers and trailers leading up to the release of films. The display of modern and retro-themed movie posters at theaters will continue, reminding moviegoers of the upcoming movies. We recommend using a standard TV appearance schedule; placing actors and directors on talk shows and in interviews in the months leading up to release. Because China is a relatively cheap area to advertise in, Lucasfilm can blanket cities with physical ads at bus stops, billboards, and electronic displays. However, we recommend focusing efforts on online advertising. Globally, pushing to have news articles published, posting and manipulating posts on websites like Reddit and Facebook, and “leaking” information about shoots will have a tremendous impact on sales if done and timed properly. In China, using this strategy with more region-specific websites like WeChat and Weibo would be more appropriate as many western social media websites are censored or less popular than their Chinese equivalents.
Sales Promotion - We recommend that Lucasfilm pursue a standard film release with regards to pricing. Theaters can charge an excess for early screenings and switch to standard ticketing prices before pulling the film from premier screens once profits begin to drop. Star Wars and Indiana Jones films should not be shown at a discount during their first two weeks of running i.e. $2