Backwell Agency
P4 - Reaching Intended Audiences
This short clip is well known to be shown at the begining of all the films New Line produce to advertise to the audience who is the producer of this film and if they like the film what others they have produced. They are also shown on television programs like Film 4 and Channel 4 when the film they have produced is on telivision as for legal reasons they have to show the producers but also to reflect who made the film.
Other ways they advertise is on posters of their films. This may not be too big but can been seen on films that are about to be released or are going to be realeased later on that year. It is seen at the bottom of the poster and the logo. It blends with the poster but can clearly been seen by the target audience.
Release Dates
To see the Worldwide Relesase dates please click the link below:
http://www.thehobbit.com/releasedates/release-dates.html
The relese date for home release this includes DVD and Sky Box office was the 19th March 2013.
The Relese for telivsion was on the 15th December 2013.
All these dates and releses get the film closer to the audience and makes the film more well known. This also gets the institution to reach their intended audience.
Abundance of Different Advertising Methods
There are many ways the film has tried to reach its intended audience. The lead up to the realea is important, some of these include:
Bilboards, posters and Posters
As of this writing, Warner Bros. has released 16 different TV spots for The Hobbit. The Hobbit was also featured in collector’s editions of Rolling Stone and Empire Magazine. By using traditional advertising The Hobbit was able to get as many eyes on their marketing materials as possible.
Partnership with NewZeland
Since The Hobbit and The Lord of the Rings were filmed in New Zealand, the films are a pretty big selling point and attraction for New Zealand. New Zealand and The Hobbit went all out in a partnership to promote the film and to draw tourists to the country. For starters, a massive Gollum sculpture was installed in the Wellington Airport in New Zealand. A real life version of The Green Dragon Inn, a pub featured in The Lord of the Rings, opened in New Zealand in preparation for the film. Perhaps the most talked about marketing effort was the Hobbit-themed in-flight safety video for Air New Zealand.
Youtube
Perhaps the most useful tool for The Hobbit’s marketing team, Youtube allowed fans to get as much sneak-peak, behind-the-scenes footage as possible. Official trailers were released via Youtube, in addition to production videos. The official Hobbit Youtube channel worked hand in hand with Peter Jackson’s personal Youtube channel in order to promote the film. Of course, they didn’t just stick the videos on Youtube and wait for the views to come. Everything posted on Youtube was cross-promoted on Facebook, Twitter, the official website, and the blog. Here’s an example of one of the many behind the scenes production videos posted to get fans excited about the movie.
Offical Website
Last, but certainly not least, is The Hobbit’s website. The website serves as a hub to tie all of the online marketing for The Hobbit together in one place. In addition to all of the photos, videos, downloads, and information fans could possibly want, the site also features interactive games and activities like Recipes from Middle Earth, the Dwarf Combat Training game, and the Riddles in the Dark puzzle game featured below. Everywhere you click on the site leads to fun, visually captivating content to engage Lord of the Rings and Hobbit fans.
