Marketing, marketing everywhere…

Marketing, marketing everywhere…

: Fox is signing deals with malls to market its movies, says the Wall Street Journal.

In a typical campaign, shoppers will be bombarded with advertisements for the latest Fox movie on everything from huge banners in the garage to tray liners in the restaurants. In some cases, characters from the studio’s movie will wander around the malls; in others, retailers will give away premiere tickets to loyal customers. Teens will be one of the main targets.

Fox’s “I, Robot,” which opens tomorrow, is the first movie promoted under the partnership. Four-by-six-foot banners of the star, Will Smith, are dangling from mall ceilings. Double-sided stickers adorn store windows, posters hang in elevators and alongside escalators, and various ad placements appear in food courts.

Smart: going to where the people are to market. I’d do a similar deal with airports; I spent five hours in one yesterday and would have considered trailers an entertaining distraction.

I’ve actually come to appreciate the Captivate screens now in elevators everywhere. It’s hardly a reliable place to get my news. But it gives me the weather and the Dow and a few headlines and most important, it gives me a place to look and something to do rather than accidentally ending up in a conversation with an elevatormate.

So there’s a marketing strategy: Grab my attention when I dread the attention of human beings: on commuter trains, in airports, in the DMV?

: Speaking of movie marketing, one of the interesting things Jerry Yang said yesterday (he pretty much reminisced and rambled) was how Yahoo helps movie studios market movies, taking the data the service collects on trailer viewership and advising them on distribution, marketing, and even DVD release.

  • John

    Funny you should mention airports, Jeff. We ran a story on an airport-marketing effort a little over a month ago. The top of it:
    PalmOne’s Ads to Plaster Airports
    By Pui-Wing Tam
    9 June 2004
    The Wall Street Journal
    Copyright (c) 2004, Dow Jones & Company, Inc.)
    AIR TRAVELERS WANT to stay connected. So hand-held-device maker palmOne is going to where they live.
    PalmOne will roll out a $2 million ad campaign this month that will have most of the money landing at airports — particularly those heavily used as business-travel hubs. The campaign is expected to be so pervasive in certain airports that passengers will see palmOne’s new ads as many as eight times between arriving for a flight and getting on a plane.
    The palmOne ads will be plastered on everything from America West plane-ticket jackets to signs near security areas to business-class lounges, the Milpitas, Calif., company says. PalmOne executives studied airport maps to make sure that the ads would hit terminal “chokepoints,” such as baggage-claim areas. In total, the ads are expected to be visible in 25 to 30 different places in a given airport, the company says.

  • Michael

    I think your idea of trailers in the airport is a good one, only when something like that happens, you usually only get one company and you end up seeing the same trailer 50 thousand [email protected]#$ing times as opposed to many trailers to keep it fresh.
    Also, if I was a teenager and knew about this new mall marketing idea, I would go the mall to find the characters from the latest film walking around and jump them. That would be funny.

  • All depends who’s on the elevator, I guess. Personally, that’s why I wear my Dell Digital Jukebox – no one can start a conversation with you when you have Black Sabbath blasting in your ears.
    From an economic standpoint, how wise are these tech-charged elevators? I can imagine them serving a utilitarian purpose in a brokerage firm, where a broker can initiate a trade on a cell phone in response to some critical market news. Otherwise, it seems like a gratuitous, dot-com-ish abuse of technology.