Brice Leonard, Kaedy Hess, Brittani Chandler, Howard Kings, Tanner Kerley

ValueProductionDistributionExhibitionConsumption

ValueMoneyRevenueExperience

Licensees

Benefits and Risks of MarketingTarget audiences played main role in successBatman had high consumer awarenessHelped generate high demandGenerated about $1 millionBatman Returns rated PG-13Did have McDonalds for sequel

Benefits and Risks of MarketingConcern about audience fitBook was violent and not child friendlyOnly one dinosaur in US media at the timeBarney had generated $100 millionToys and replicas of real dinosaurs were aimed at older children

Benefits and Risks of MarketingSony releasing The Last Action HeroStarring Arnold SchwarzeneggerSony planned from action figures to video gamesEven rumored to put the logo on a NASA space shuttle

Challenges in MerchandisingEstablishing a marketing campaign using toys, books, fast food, and special events.

ChallengesDistinct logo created based on original bookDinosaurs themselves could not be trademarked so logo was needed

Challenges in MerchandisingWorked 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.

What is Media Synergy and Film Franchise?

HighlightsWhat did Jurassic Park do to franchise the film?

How did Jurassic Park use media synergy?