consultation1 jp 1
TRANSCRIPT
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Brice Leonard, Kaedy Hess, Brittani Chandler, Howard
Kings, Tanner Kerley
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Value
• Production
• Distribution
• Exhibition
• Consumption
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Value
• Money
• Revenue
• Experience
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Licensees
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Benefits and Risks of Marketing
• Target audiences played main role in success• Batman had high consumer awareness• Helped generate high demand• Generated about $1 million• Batman Returns rated PG-13• Did have McDonald’s for sequel
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Benefits and Risks of Marketing
• Concern about audience fit• Book was violent and not child friendly• Only one dinosaur in US media at the time• Barney had generated $100 million• Toys and replicas of “real” dinosaurs were
aimed at older children
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Benefits and Risks of Marketing
• Sony releasing “The Last Action Hero”• Starring Arnold Schwarzenegger• Sony planned from action figures to video
games• Even rumored to put the logo on a NASA
space shuttle
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Challenges in Merchandising
• Establishing a marketing campaign using toys, books, fast food, and special events.
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Challenges
• Distinct logo created based on original book– Dinosaurs themselves could not be trademarked
so logo was needed
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Challenges in Merchandising
• Worked with McDonalds to create a marketing strategy in the US and globally, using the entire menu, especially the dino size value meals.
• Commercial
• A fake news blitz was used to encourage excitement over the coming film, giving the JP team time to work out licensing deals and coordinate packaging and logos.
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What is “Media Synergy” and “Film Franchise”?
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Highlights
• What did Jurassic Park do to franchise the film?
• How did Jurassic Park use media synergy?