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Market Management It has been noted by many observers that the reason for latest Spiderman movie and its sequel Spiderman 2 to gain a smashing commercial success, is the fact that movie promoters emphasized on Internet, as the main tool to advertise it. For the first time in history of movie making, movies web page resulted in creating fans frenzy among those kids and adult-kids, who liked to watch the adventures of a comical character, which was created 38 years ago. Sony Pictures Digital Entertainment has designed Spiderman movie official web page in 2002. Its main feature is full-length streaming movie trailer, which could only be seen upon visiting Spiderman's website.
Up until now, movie trailers had to be uploaded from websites in order to be seen and also many of them werent free to view either. Streaming video allows instant view of movie trailer, without having to upload it onto the hard drive. This, of course, resulted in many more people being able to see it, causing them to decide to watch full movie in the theaters. By placing this trailer exclusively online, we are giving fans everywhere an opportunity to get caught in Spider Man's world wide web- said Geoffrey After, president of marketing for Columbia TriStar Marketing Group.
It becomes clear, upon visiting Spiderman's web page, that another reason, which would explain this movie becoming so popular, is movies promotion through different medias by web page creators. These media are listed at very top of the page: movies, television, DVD and video, digital entertainment, previews and clips and also numerous computer games. All it takes to learn how movie or movie-based product can be acquired through different medias is a simple click on corresponding button. In my opinion, this promotional effort is being very successful because its principles are based on specifics of human psychology the desired product becomes instantly available through simple credit card payment operation. Basically, person receives something real in exchange of bunch of digits, electronically taken off his credit card. There are various elements of Sony's promotional strategy can be seen at movies web page.
Any person, who gets tangled in it, can get exclusive insider updates from Co-Producer Grant Curtis. There is also Special Edition 2 DVD Discs movie promotion, which is especially appealing to fans, because it has behind-scenes and deleted parts. Movies soundtracks are available for downloading from this site as well. Sony encourages people to get registered on this web site, this way theyll be able to receive discounts and various special offers and also gain an access to movie message boards.
There is great variety of movie-related merchandises available at Spiderman web page. The most popular of them are Spiderman computers games that can be downloaded from this site. Also many action figures from this movie are available for sale with an instant click of a mouse. There is also an online auction that features many movie-related items. Spiderman's fans can bid on original Alex Rose paintings, original props and wardrobes used in Sony Pictures movies and on official Spider Man 2 gear. Official Spiderman website has also links to numerous retail stores that sell movies memorabilia.
The most of these products are kids oriented; still the demand for them is high enough, so retailers are able to maintain high prices for such products. Selling merchandises has accounted for 50 % of total movies income and what played really big role in it, is Sony's Entertainment ability to provide many different distribution channels. The most important one is selling items online, than there are also a promotion actions at different retail stores that Sony Entertainment encourages people to attend, by giving them discounts, upon registering at Spiderman website. Besides that, movie promoters have signed agreements with many food producers, like Kraft, which will guarantee maintaining the public interest to this movie by enabling people to participate in various promotion actions with the simple act of buying different products at groceries stores. In my view, Sony Pictures Digital Entertainment have chosen right promotional strategy and as time goes by, we will be seeing more and more movie retail companies, adopting the same tactics. Bibliography: Spider-Man. (2004, October 29) The Official Movie Website.
Retrieved October 29, 2004 from web Spider-Man Spins a Retail Web. (2004, July 23) The Retail Bulletin. Issue 246. Retrieved October 29. 2004 from web
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