Bee Movie Marketing
I was going to write a post about the HUGE Marketing effort behind Bee Movie, the latest animated feature starring Jerry Seinfeld. But Chris at Movie Marketing Madness has already done that so I’ll just point you there instead. I totally agree with his conclusions:
I hate to say this, but despite some obvious strengths in the trailers, some of the posters and much of the website, it doesn’t matter how good the campaign was. The fact that it was so pervasive and unavoidable in the final weeks to release that it actually started to turn people off of seeing it means it failed. That’s a huge mistake and miscalculation on how many times to expose an audience to the messaging for a single product or brand.
The coverage has been almost ubiquitous and just too much. The NBC pieces were OK, but after the first couple of times they just blended in. NY Mag has a article looking at some extreme marketing tactics they could try to spend their lost dollars. I’d already made my mind up about the film with the amount of coverage, bashing me around the head with more does not make me change it, but for many people it seemed that it did make them change their minds, to the decision they were not going to see it. Given the mixed reviews, it seems they were trying to get everyone there the first weekend.
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POSTED IN: Advertisments, Entertainment Marketing, Marketing in General
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