`INDEPENDENCE DAY' MARKETING HONORED.Byline: Dave McNary McNary may refer to:
``Independence Day,'' received one more accolade Wednesday Wednesday: see week. with a group of studio marketing specialists designating the alien-invasion thriller thrill·er n. One that thrills, especially a sensational or suspenseful book, story, play, or movie. thriller Noun as the best-marketed film of 1996. The Film Information Council, composed of more than 70 members, picked the 20th Century Fox release over four other finalists - MGM's ``The Birdcage,'' Paramount's ``Mission: Impossible,'' Disney's ``101 Dalmatians'' and Universal's ``The Nutty Professor.'' ``I think we were impressed im·press 1 tr.v. im·pressed, im·press·ing, im·press·es 1. To affect strongly, often favorably: that `Independence Day' managed to be marketed without a high-profile star,'' said Richard Markovitz, chairman of the group and and a senior vice president of interactive operations at BBDO BBDO Batten, Barton, Durstine & Osborn BBDO Bringing Biogeographic Data Online Advertising. ``It was particularly impressive since the film was in a genre that does not always attract a broad audience. The depth of their effort was very strong.'' Markovitz said Fox also made a key decision in releasing the film on July 2, matching it with the beginning of the time line for the movie. That choice made the opening date easy to remember, he noted. Markovitz noted that the other finalists also had significant obstacles to overcome to avoid being lost in the shuffle at a time when studios have accelerated the number of releases and boosted their spending on marketing. ``Dalmatians,'' ``Mission: Impossible'' and ``The Nutty Professor'' each had to convince audiences that they offered new life into decades-old properties, while the campaign for ``Birdcage'' was effective at easing qualms about its homosexual homosexual /ho·mo·sex·u·al/ (-sek´shoo-al) 1. pertaining to, characteristic of, or directed toward the same sex. 2. one who is sexually attracted to persons of the same sex. themes. Jeffrey Gosdick, Fox senior vice president of publicity and promotions, said two factors were crucial in selling ``Independence Day'' to the public: establishing an early ``icon'' for the movie with the clip of a giant flying saucer flying saucer: see unidentified flying objects. blowing up the White House; and emphasizing the ``fun'' aspect of the movie through such tag lines tag line also tag·line n. 1. An ending line, as in a play or joke, that makes a point. 2. An often repeated phrase associated with an individual, organization, or commercial product; a slogan. Noun 1. as ``Enjoy the Super Bowl. It may be your last.'' ``The shot of the White House was so visually arresting that it enabled us to bust through the clutter,'' Gosdick said. The executive noted Fox began work on the campaign more than a year prior to the release and began playing the first trailers for it in November 1995. The award, named for the late marketing executive Charles Powell
Charles David Powell, Baron Powell, KCMG,(born 6 June 1941)'', son of Air Vice-Marshall John Powell OBE. , went to Universal's ``Jurassic Park,'' Disney's ``The Lion King'' and MGM's ``Goldeneye'' in the past three years. Gosdick admitted that Fox's rereleased ``Star Wars,'' which has topped $100 million in domestic ticket sales in less than three weeks, is a likely candidate for next year's award. ``We certainly learned a lot about the current science-fiction market last year,'' he said. ``That's why we've positioned `Star Wars' mostly as a response to the desires of its fans to see it again.'' CAPTION(S): Chart Chart: (Color) `ID4' TOPS MARKETING VOTE ``Independence Day'' was named the best-marketed movie of 1996 by the Film Information Council over four other finalists. Daily News |
|
||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion