After the Campaign: Guardians of the Galaxy Vol. 2

As Guardians of the Galaxy Vol. 2 was being sold last month the emphasis seemed to be on the goofy antics of the ragtag crew of space pirates and outlaws that we’d met in the first movie. The campaign focused squarely on the adventures they got into, all of which was accompanied by a dozen … Continue reading After the Campaign: Guardians of the Galaxy Vol. 2

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Picking Up the Spare: Snatched, Logan, Alien: Covenant, King Arthur

Alien: Covenant I totally missed this "Rick and Morty" short that was created to promote the movie. It's great. Snatched Jenni Spinner (a freelancer I've worked with) alerted me to this story about a "Thank You!" message that appeared before the movie, patting audiences on the back for actually coming to see the movie in … Continue reading Picking Up the Spare: Snatched, Logan, Alien: Covenant, King Arthur

Picking Up The Spare: Guardians of the Galaxy, Amazon By The Sea, Logan

Guardians of the Galaxy Vol 2 Not sure what the strategic marketing goal of this was, but Fandango created an 80s-style trailer that featured a laugh-track, badly color-timed photography and wild graphics to make it look like the kind of promo you might see on a VHS tape you rented from the vending machine in … Continue reading Picking Up The Spare: Guardians of the Galaxy, Amazon By The Sea, Logan

MMM Recap: The Lovers, Guardians of the Galaxy, The Dinner

The Lovers This obviously isn’t the biggest campaign of the month or week but it still works, especially for those members of the audience who are attuned for smaller character dramas as this one appears to be. The focus is clearly on Letts and Winger, who each show that they’re turning in great work as … Continue reading MMM Recap: The Lovers, Guardians of the Galaxy, The Dinner

Right Now Versus Nostalgia: What the Soundtracks for Guardians of the Galaxy Vol. 2 and Suicide Squad Tell Us About Each Film’s Target Audience

You’re looking at now,” intones Col. Sanders in one of the many classic scenes from Mel Brooks’ Spaceballs. Dark Helmet is looking for Lone Star and his friends and so is reviewing a videotape of the movie they’re in the middle of making to find a clue. It’s a funny bit of fourth-wall breaking that … Continue reading Right Now Versus Nostalgia: What the Soundtracks for Guardians of the Galaxy Vol. 2 and Suicide Squad Tell Us About Each Film’s Target Audience

Guardians of the Galaxy Vol. 2 Buzz Lifts Partner Brands

My latest post at The Drum is based on data from Amobee that looked at which brands got the biggest buzz boost from their association with Guardians of the Galaxy Vol. 2: One big part of the campaign has been the work from cross-promotional partners, the companies and brands that wanted to get a bit … Continue reading Guardians of the Galaxy Vol. 2 Buzz Lifts Partner Brands

Movie Marketing Madness: Guardians of the Galaxy Vol. 2

2014’s Guardians of the Galaxy was considered a big bet for Marvel, potentially the first substantial under-performing entry in the Cinematic Universe the company had built since 2008. That was largely because it was being put together with a far less serious tone than other movies, thanks largely to the casting of Chris Pratt in … Continue reading Movie Marketing Madness: Guardians of the Galaxy Vol. 2

Wonder Woman vs. Guardians of the Galaxy Vol. 2

My latest post on The Drum is up, this time looking at how audiences of different types are (or aren't) anticipating two of next year's biggest super hero movies, Wonder Woman and Guardians of the Galaxy Vol. 2. The two come out just a little over a month from each other - Wonder Woman on … Continue reading Wonder Woman vs. Guardians of the Galaxy Vol. 2

Guardians of the Galaxy Trailer

http://www.youtube.com/watch?feature=player_embedded&v=pTZ2Tp9yXyM Talk about taking things in a vastly different direction. While the previous Marvel Cinematic Universe movies to date have all contained - and been marketed as featuring - a fair amount of humor, this one positions laughs as one of the central selling points of the movie. But you know what? It's the better … Continue reading Guardians of the Galaxy Trailer