Jurassic World: 10 Reasons Why It’s Such A Huge Success
8. Carefully Managed Marketing
The marketing of a movie has become an essential part of a films pre-release hype and can prove the difference between a soft opening and a break-neck start. In the case of Jurassic World, the marketing men judged their campaign to perfection. Simon Hewlett, the executive vice-president of Universal Pictures International in London, has spoken about how the film was brand and concept tested in major territories 18 months before its eventual release. UPI sought to establish a sense of what fans of the original movies and newcomers wanted to see in the franchise going forward, finding that the original Jurassic Park was still seen as a treasure and a significant point in peoples cinema-going history; a lightbulb moment like Star Wars to a certain generation. Through focus groups UPI discovered a high level of brand awareness in Asian markets and considerable intrigue about the science of John Hammonds original vision coming to fruition. The Jurassic World cast staged a major press junket in China that included TV appearances to reinforce awareness in a pivotal market, and the movies first trailer was specifically geared to connect the upcoming movie to the original while also showcasing a legitimate new story for the uninitiated. All told, the Jurassic World marketing campaign struck a perfect balance of nostalgia and new ideas to ensure there was something for everyone.
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