I've seen this topic mentioned in various threads, but there doesn't seem to be a thread devoted solely to the strategy behind the ads, fast-food tie-ins, whether they're kissing fan-butt enough, etc.
To kick things off: Variety article on Paramount's marketing strategy.
To kick things off: Variety article on Paramount's marketing strategy.
With its new $125 million "Star Trek" relaunch, Paramount Pictures is hoping to boldly go where no recent installment in the venerable franchise has gone before: back to the youth demo.
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Still, early tracking shows that the film, which is toplined by Chris Pine as Kirk and "Heroes" star Zachary Quinto as Spock, is most vulnerable in the under-25 demo. According to a recent poll conducted by MovieTickets.com, 44% of under-25s intend to see "Star Trek" opening weekend. By contrast, 67% of under-25s intend to see "X-Men Origins: Wolverine" during its opening frame, which falls one week before "Star Trek."
In response, Paramount has clearly shifted its campaign in the weeks leading up to the tentpole's bow. Studio execs declined to comment on the record about the campaign, but a marketing exec explained that Par is tapping into parent company Viacom's myriad youth-oriented platforms such as MTV, Spike, ESPN and Comedy Central.
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The push to reach younger auds is also evident in the types of promotional partners Paramount has enlisted for "Star Trek." Burger King, considered among the edgier of the fast food chains, will go after younger males with "Trek"-themed TV spots, while eSurance — the preferred insurer for recent grads — is also onboard and has altered its ads to mirror the pic's space setting.
Industryites have been impressed with Paramount's seamless transition from targeting the older longstanding fans to the under-25 demo.
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The studio hasn't forgotten the fanboy community, which has been firmly behind the pic for some time. Paramount even staged a surprise sneak screening of the pic this month in Austin for Ain't It Cool News' Harry Knowles and fans. But it remains to be seen whether the efforts aimed at the under-25 set will pay off with the increasingly fickle group — though newer fans do seem intrigued by the casting and impressive special effects, as well as by Abrams.
Either way, the overtures to the under-25 set seem to be essential given the uphill battle Paramount marketing execs also face selling the film abroad. The "Star Trek" film franchise has never translated as well overseas as other tentpoles, grossing far less internationally than domestically. Paramount is hoping to turn this around, the way that Warner Bros. has done with its reboot of the "Batman" franchise
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Ultimately, rival studios say if the movie is good, Paramount will likely succeed in introducing a new and perhaps globe-spanning generation to the classic franchise. The pic has been screened for exhibs, who expect the movie to be a strong earner.