RESEARCH: JURRASIC WORLD (TRAILER BRIEF) AND MARKETING CAMPAIGN

Today in class, I have studied Gareth Lowrie's marketing campaign of Jurassic world. He is a senior marketing manager.

Oversee the Uk marketing

3 x marketing managers
1 x Promotions Manager
1 x Marketing assistant

• Trailers are only a part of a wider marketing strategy, such as outdoor media and decisions are made early on about trailers and talk about what works best. 

• They try to brainstorm to see what innovative formats or partnerships can make the release stand out. 

• Universal has a huge budget for making great things, all the teams work together to make the best product and to make the best marketing campaign. 

• Marketing  -Manage and deploy the ATL budget and creative. 

• The trailer is a whole battery of weapons, including digital media making prints to make DVD sale. This is a weapon in the arsenal of the campaign, digital copies to cinemas, handling all interviews, TV shows, Newspaper reports and opening nights. 

RESEARCH:

• In Jurrasic World, they knew there were certain motivators and barriers, motivators being pressed by large CGI and they knew that any cutting edge spectacle and adventures would get them drawn in:

• People might perceive, children might get scared
• Country Callouts
• Lack of progression (Adults) 

LIGHTER VS DARKER TONES

HUMANS VS DINOSAURS

Do people perhaps what a new Jurassic Park film?

RULES OF ENGAGEMENT:

• to take audiences back to the original Jurassic Park

• Make every trailer publicity break a spectacle with significant impact

• Innovate and excite all audiences and ages

• Make dinosaurs cool again

They are fighting against the modern market. On of the major tools,  head of the FDA trailer is the single most powerful tool because it captures people to the film in cinema. Competing against star wars, Avengers and Spectre. 

• Jurassic world £54m
• Avengers £48m

CAMPAIGN:

• Interviews
• shopping centres 
• premieres
• IMDB

PHASE 1 - THE TEASE

• Traction to get buzz on the internet by promoting things on social media at waterloo. 

PHASE 2 - THE REVEAL

• Imersive experience, swiping tickets, looking like you were entering the park itself. 
• 21 in a half thousand tweets hashtag jurrasic waterloo.
• people were allowed to take selfies. 
• More coverage and mention than a premiere would. 
• Hit all the nationals. 

HOW THE TRAILER FUNCTIONS

• I studied the television spot directed by Colin Trevorrow.
• UK TV spot Released 7th May 2015 Duration 60 seconds.
• Spectacle how can you hook back at the people who loved Jurassic Park
• How can you excite the audience but not frighten them. 
• Whats innovative?
• How did they balance for the way the dinosaurs, some understanding of them, not too scary. 
• The first words of the trailer introduce the dinosaur, by giving it character. terrifying, violent and vicious. 
• innovative technology, appealing to younger audiences. Pod. 
• Familiar, attractive characters, velociraptors. 
• Attracts people who know Steven speilberg, pulls in the audiences from his earlier work. 
• Smarter, quicker and scarier than the T Rex, bigger than the T rex, you can see the big eye. 
• Spectacle is stunning, more power when we see colossal feet dwarfing humans. 
• Date June 11th. Snippets of dialogue is innovative of the old jurrasic world. 
• Highly intelligent animal, brute force and superhuman intelligence.