3) How has the film been marketed to ensure it successfully reaches it's target audience?

Synergy with different technologies

LG is partnering with Twentieth Century Fox and Lightstorm Entertainment to create an elaborate marketing campaign teeming with mobile components to help promote the release of Avatar.


A high tech marketing campaign has been set up. Including:

• visually striking television ads



• an interactive micro site, www.lgexpo.com, which includes exclusive movie content
  
  
• a wide variety of digital offerings from the movie

LG Mobile Phones are aiming to give users their own Avatar-like experience through what the company calls “the advanced projection capabilities of LG eXpo, which allows users to digitally project their own images, videos, and documents – anywhere, anytime, and to anyone.”

Coke Zero Avatar

• The coke zero advert uses the branding of coke which is a popular mainstream name that is known all over the world. By doing this they are marketing Avatar by capturing a broad audience. They make it seem as if by drinking coke you enter the world of ‘Pandora’. They have merged Avatar with other successful brands such as LG and Coke allowing wider distribution outlets. This campaign is put on facebook, which is then seen as direct marketing and is a way of broadcasting to large audiences very cheaply. The coke and avatar synergy allows the audience to interact and allows both companies to benefit profit wise.
  http://www.facebook.com/cokezero?v=app_10442206389#/cokezero?v=app_10442206389

Viral Campaign

• On the viral campaign website we are able to recruit to be able to go into Pandora. It’s testing the target audience and as the main target audience are sci-fi fans and boys this would interest them. The campaign allows cross media convergence and synergy as they promote coke, parts of the film links to facebook and twitter. They also allow audience interaction as you can leave comments about the film and are able to recruit.

The Avatar Game

• http://www.mcvuk.com/retail-biz/previews/607/James-Camerons-Avatar-The-Game
  
  
• The games industry has become competition for the film industry so Avatar has decided to join together creating a game



• Both companies have worked together therefore Ubisoft and Fox have worked in symbiosis to promote their products
  
  
• The target audience of the gaming industry is predominately male and are usually interested in technologys, this relates to the Avatar film



• By releasing the Avatar game this staright away creates a buzz and makes the game player want to go and see the film
  

“This is a high-quality licensed game. It will be a much higher quality product than most movie tie-in games to date. And when the film comes out? Pandemonium.


TV

• The main focus was on a heavyweight TV campaign run by Ubisoft, designed to reach the broadest audience possible. Ubisoft is aimed to reach 71 per cent of 16 to 34-year-old males, estimating that each will see the ads an average 3.8 times.
  Ads run around key programming that targeted boys, dads and movie fans. The publisher has arranged a two-phase campaign that will see game-specific ads intertwined with Fox’s marketing of the movie, ensuring that there was plenty of exposure throughout December.

Print/OnlineAvatar

• The Game appeared in ads across all Official magazines, expanding onto sites of specialist and mainstream interest online. Overall, Ubisoft wanted to rack up 12 million impressions throughout November and December.



• The film Avatar has been displayed on many billboards, posters and has been the background of youtube this reaches out to a big audience-broad casting. This more aims to reach families and not narrow casting marketing
  

Trailer

• The trailer shows the amount of technology used it shows small clips and relies on the specatacular scenery to entice the audience rather then using audience like 'Paranormal Activity'


• It gives alot of information and we hear the dialogue between characters



• There is music playing the background



• There is titles to tell us off what Cameron has also directed this use of marketing brings in a big audience as all his previous films have been very popular making people want to go and see his new film
  

Premier

• The premier took place on the 10th of December in Leister Square Odeon and they used a blue carpet to compliment the film. The celebrity’s status of the film also brings fans of the celebrities along with the target audience generating more profit. The celebrities have also done interviews e.g./ T4 that then creates word of mouth and markets the film further in order to create success
  
  
• Cast :Sam Worthington, Zoe Saldana, Sigourney Weaver, Stephen Lang, Michelle Rodriguez, Giovanni Ribisi , Joel Moore
  


• Director -James Cameron
  

All of the above marketing techinques are not all veritcally intergrated but they work in symbiosis to grab the target audience.

Posted:Ciara