Marketing Techniques for the Launch of a Blockbuster

Marketing Techniques for the Launch of a Blockbuster

In this essay I will be exploring what marketing techniques are used

in the launch of a big film such as 'Legally Blonde 2- Red, White &

Blonde.' I have tracked this film in the weeks before, and after its

release date and made a note of all forms of marketing that have been

used. The techniques which I have discovered are used in most

blockbuster launches to inform potential audiences of the film, tempt

cinema-goers to see the film and to give a general message what the

film is about.

In the weeks running up to the film launch there were many posters

advertising the film around town, particularly in places which are

heavily populated with shops. I also noticed large billboards

advertising the film along major bus routes. In the cinemas trailers

were shown before the main feature that gave a vague guide to the plot

and displayed the name of the film and the release date, these were

also shown on TV and at the start of rented films. There were radio

adverts, in popular family shows and also competitions to win tickets

to the premiere. In magazines and newspapers there were adverts

promoting the film, the same type as before, containing a picture of

the main character, a catchphrase, who is in it, when it is released

etc.

When the film was launched there was not as much publicity as there

was before, in advertisements the release date was replaced by 'In

Cinemas now'. I also noticed an interview on Reese Witherspoon with

many references to 'Legally Blonde 2' and many articles on how to

dress like the main character in teen and fashion magazine aimed

mainly at women.

I think that 'Legally Blonde 2' was aimed at 'tweenage' girls (8-12

years of age) and girls in their early teens. I think this because of

the language used in the advertisements; on the advert the film was

described as being 'Super-fun!' a term that would appeal to girls of