paddington (2014) industry and audience

Production, Distribution & Exhibition

Production

• Director - Paul King

• Producer - David Heyman (Producer of Harry Potter)

• Production - Heyday Films + StudioCanal

• Distributed by StudioCanal

Paddington has been around since 1958• Based on the book, ‘Paddington Bear’ by

Michael Bond.

• A built in fanbase! – Fans of the original novel will already be loyal, these people would have read the books to their children & grandchildren and so there is a massive fanbase.

Production

• Film was first announced in September 2007.

• Production began September 13th 2013.

• Budget - $55 million (£31m)

• Paddington was the most expensive film produced by French production company, StudioCanal.

•

Box Office:• UK release date - 28th November 2014

• US release date – 16th January 2015

• UK OPENING WEEKEND - £5,191,930 (502 Screens)Topped the box office for two weeks.

• US OPENING WEEKEND - $25,205,000 (3,303 Screens)

• It was StudioCanal's highest opening film.

• The second-highest 2014 family film debut in the country behind The Lego Movie.

Global

• Translated into 30 languages and having sold 30 million books, there’s no doubt that Paddington has worldwide appeal – which is why StudioCanal released the film in 40 countries.

Global

• Week ending 9th December 2014 - topped the box office in France.

• Week ending 24th December 2014 - topped the box office in Australia.

• Paddington’s homeland, Peru, also got the film in its first week, where it did a tidy $405,000 – less than other kids’ fare there this year, like Mr Peabody and Sherman ($491,000), but higher than Interstellar ($369,000).

Home Media:

• UK Blu-ray, DVD and streaming release date –23rd March 2015

• US Blu-ray, DVD and streaming release date –28th April 2015

Paddington 2

• On April 28th 2015 the sequel to the film was confirmed for release in 2017

Distribution

• Classification:

• BBFC - PG certificate.

• November 2014 the British Board of Film Classification (BBFC) gave the film a PG certificate for its UK release and advised parents that the film contained "dangerous behaviour, mild threat, mild sex references [and] mild bad language."

Audience concepts• Target Audience? Demographics – age/gender/socio-economics?• Primary: 5 – 15, Both genders, E / Secondary 20 – 75 (older fanbase – 1958

book published). Both Socio-economics – A-E• Who would take a Preferred, Negotiated & Oppositional reading?• Preferred: children/ Negotiated: parents/ Oppositional:Teens, people who

question stereotypes.• Uses and Gratifications?• Entertainment • Young and Rubicam?• Mainstreamers• Mass/Niche?• Mass – global release – 40 languages.• Active/Passive?• Passive: preferred reading – nothing to question & believe ideologies. Active

audience: neg/opp reading and will question believability.• Two Step Flow theory?• Producer & actors will hype up the film during premiere and chat shows.• Hypodermic Needle?• Romantic view of immigration & Patriarchal ideologies.

Marketing & Distribution

• The marketing for Paddington, consisted of traditional and digital strategies

• Posters & billboards:

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Promoted on TV through trailers. (Youtube/social media)

• Teaser trailer

• Official trailer

• Trailer 2

• International Trailer

Marketing

#Paddington Trail

• 50 Paddington statues (sponsored by 50 separate companies, brands and celebrities) were placed in key locations across London throughout November and December 2014.

Brand/Celeb endorsement/Two-Step Flow

• The partners worked together to secure headline sponsorship from Barclaycard- and a further 50 brand partners to sponsor individual statues, including- Intel, BT, Hamleys, Chelsea FC, Amazon, First Great Western- The campaign also sourced 50 celebrity ambassadors, ranging from David Beckham to Hugh Bonneville, Sandra Bullock to Boris Johnson, Emma Watson to Benedict Cumberbatch, who each created bespoke designs creating a multi-coloured trail that couldn’t fail but capture public imagination and media attention.

PR Campaign

• The Paddington Trail was launched to the press by Premier's PR team with a fanfare on Monday 3 November ahead of the overnight installation of all 50 statues and the opening of The Trail to the public.

• TV, radio and news agencies all attended the launch to interview statue designers Hugh Bonneville (Mr Brown in the Paddington film) -and artists Michael Howells and Ryan McElhinneyresulting in regional, national and international coverage.

#PaddingtonTrail

• An interactive web hub was created in association with London & Partners, allowing visitors to download maps of the trail, learn about all the bears, and engage further with the partners and celebrities.

• This was supported by live social media engagement, a global photo competition, and ongoing PR activity – which covered all major print and online press, bloggers, and broadcast coverage, including Take That painting a statue in the Graham Norton studio on prime time BBC One.

Photo Competition

NSPCC

• The Paddington Trail campaign concluded with a charity auction which saw all 50 bears sold to buyers from across the globe raising funds for NSPCC. The gala event helped to sustain further awareness and ensure overwhelming positive sentiment surrounding the new Paddington.

• The online auction raised £930,000 for the charity.

Selfridges• Selfridges came on board as the retail partner, creating

‘The Paddington Curiosity Shop’ and Christmas windows, and retailing statue miniatures in aid of the NSPCC.

Synergy

• Several brands got involved in the promotion of Paddington prior to its release on 28th

November 2014.

Nintendo 3DS

“Paddington: Adventures in London”Released August 11th 2015 for Nintendo 3DS

Paddington’s Party App

Heathrow Express

Heathrow Express promoted the film by letting children travel free from 4th November to the end of the year and by offering free kids meals during the half term prior to the film’s release

Warbeartons

Warburtons (promotional partner) invested £2.5million to promote the film by changing name to “Warbeartons”. This was the only time in it 138 years that the name has been changed.

Robertsons

Robertsonsgave away 10 solid gold pin badges as part of their cross over marketing campaign.

Visit Britain

• VisitBritain wanted tourists to ‘see Britain through Paddington’s eyes’ as part of its marketing campaign.

• The ‘Britain is Great’ campaign teamed up with the Paddington movie and encouraged tourists to take selfies using the hashtag #PaddingtonsBritain.

• Campaign branding was also been placed in the film itself, with VisitBritain’s marketing director Joss Croft saying: “the film demonstrates the warm welcome that Britain delivers to all our visitors - albeit in this case an ursine Peruvian”.