Co-head of Warner Bros Pictures Global Marketing Dana Nussbaum and Christian Davin may not foresee the viral “chicken jockey” meme when it comes to Global Smash-Elect Minecraft movies We arrived at the cinema two weeks ago, and encouraging fans to enjoy adapting the video game was an important plan for the campaign.
“enter Minecraft Davin of the open-ended so-called “sandbox” game in which players explore, build, survive and thrive in a world made up of blocks:
Nussbaum, EVP, Warner Bros. Motion Picture Group’s global marketing and consumer product liaison adds:
Working with Legendary Entertainment, the film’s 25% co-finance partner, the marketing team has attracted fans through stunts such as social media, real-world haptic billboards, television integration, and interactive experiences like game development events and cast at the “Rock Concert” premiere.
“I knew that the love for this game was very broad across the world,” says Davin, EVP, global marketing at Warner Bros. Motion Picture Group. “We wanted to see what the world audience was watching and heard, whether we were choosing our world premiere (in London) or when we did “Minecraft Live” (the game developer’s annual virtual event updates game fans with the latest developments), even if we were doing it in Sweden. ”
That worked. Critics were not exactly pleased with their reaction, but they were not in the target demographics. Less than two weeks have passed in the cinema, Minecraft movies It reached $600 million at the global box office until April 17th, and over $300 million in North America. It is projected to exceed $700 million worldwide until Sunday, April 20th. The stars of Jared Hess, director Jack Black, Jason Momoa, Emma Years, Daniel Brooks and Jennifer Coolidge.Napoleon Dynamite).
“A lot of effort has been put into global activation that allows people to interact,” says Nussbaum.
Dozens of brand partners were participating. McDonald’s worked together on bespoke meal boxes in multiple markets to create a clothing and sneaker collection. A bite-sized square, usually created with a round Oreo cookie brand, and a normally triangular Doritos snack, promoted the limited edition square tip bounty in the UK.
Capture of “Zoomer”
Nussbaum and Davin are targeting all the fans of the game, and while Sandbox repurposes followers of all ages, no one was surprised to learn that the audience was overwhelmingly young. Research Group Posttrak said crowds of 18-24 people account for 64% Minecraft moviesAll the audience at the opening weekend in North America accounted for 35% of the 13-17 demographic.
Generation Z currently spans the age range of 13-28 years and ate a share of the lion in the audience. Hollywood Studios is falling to itself to attract the attention of “Zoomers” and convert it into ticket sales. In recent years, Cinemacon, an annual exhibitors conference held in Las Vegas, has dedicated its entire session to Generation Z’s insights.
Co-head of Warner Bros. Marketing said: Executives focused on “it gives us the opportunity to create and directly to deliver non-traditional, short-form content.”
Example: Tiktok hub for movies that aggregate user-generated content. “It gave audiences a destination where they could ‘mine’ to attract new content and create their own content,” executives point out. “The characteristics of this co-creation are essential to all of our campaigns, and certainly (certainly)Minecraft movies) In so many ways. ”
Influencers from local languages enlisted to voice characters in dubbed versions of the film. The studio worked with internet personalities such as Laura Felpin from France, Bobicraft from Mexico, and Gronf from Germany.
Authenticity extended to listening when audiences responded poorly to their first trailer drop in September Beetlejuice Beetlejuice screening. Fans were worried that the film had brought too much to live action. They didn’t like sheep. The effect looked incomplete. Nussbaum, Davin, Creative Advertising Head John Stanford, and Legendary’s Blair Rich listened and revised course. The second trailer for February featured a sharper, more enthralling, and important game elements, producing higher audience approval.
“Steves” from Times Square, Mexican photobomb
A month after the weekend of April 4th and 6th, the campaign has stepped up. In Madrid, there was an immersive experience and photo opps. The actor dressed up to Steve, a black character, who was walking around Times Square in New York and elsewhere. There was on-air call-out on Mexican and Brazilian television during the live sporting event.
“We wanted to make sure our marketing campaigns were experiential and engaging. From activating pop-ups around the world to thoughtful integration into the street team of ‘Steves’ and the game itself,” executives say. “We gave Gen Z the experience of Overworld (the dimension where most Minecraft gameplay takes place) with every beat in the campaign, further increasing their appetite and leading them to theatre over the weekend.”
Myers participated in the annual “Minecraft Live” event held in Sweden in late March. This is what Davin calls “a key tent pole event in our sales campaign.” He adds: “Up to that point, we were very normative about how we released footage to the world, but when we arrived in mid-March the night before the opening, we were able to have fans experience a little more of the film with Minecraft Live. “The studio flew Minecraft influencers and experienced part of the film with Myers.
The cast took part in the pre-world premiere at Cineworld Leicester Square in London on March 30, with a Mexican premiere on April 3, where a photo bombing of Black and Momo bombing bombed local language influencers. Nussbaum said the screening was “played like a rock concert,” and “we continue to see the reaction around the world. It’s incredibly fun.”
The joy famously manifested in the cinema’s enthusiastic crowds reacting to keylines. It’s not more important than a “chicken jockey.” This is the name given to the moment in the game when the baby zombies ride unsuspecting feed. “The “chicken jockey” was hit by mainstream slang in the way that he saw no one coming,” the executive says.
That’s now Minecraft movies Blockbuster’s film “We’re heading towards folklore, but have Nussbaum and Davin finished their work? “We’re just starting out,” says Davin as the tent poles continue to play in cinemas and the digital rollout continues to play on the horizon. “The campaign continues to evolve and pivots the material as viewers respond in a specific way.”
Nussbaum adds: “Whether it’s people dress up in the theatre, people screaming “chicken jockeys” on screens, or the testimonial reviews people give when they’re out of the theatre, we have even more touchpoints.
(tagstotranslate)read
