![]() ![]() All of these activities are intended to drive up fan excitement and commercial revenues simultaneously. When Disney acquired Lucasfilm – the studio behind Star Wars – for $4.05bn (£3bn) in 2012, it did so with the twin aims of making more films to extend the saga while maximising the franchise’s marketing potential.ĭisney’s plan for promoting The Force Awakens has included an extensive pre-film merchandising push, numerous brand tie-ups and a carefully staged teaser campaign. It is also likely The Force Awakens will represent the biggest promotional marketing campaign in the history of cinema. ![]() ![]() No wonder the bookies have slashed their odds on the film overtaking Avatar to become the highest grossing of all time. By the end of November, it had broken all known records for advance ticket sales in the US, generating more than $50m (£33m) a month prior to its release. The film, which opens on 17 December, sold a record 200,000-plus tickets in the UK within 24 hours of going on sale in October. Star Wars: The Force Awakens is not even in cinemas yet, but it is already smashing records. Tencent recently bought the exclusive rights to Star Wars in China
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