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Final days marketing pushes

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  • Scottferguson
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    #141128

    I’ve meant to start this thread for years, and will do so this year, a few days late.

    One can usually discern how the studios think the race is going by some specific ad placements while the ballots are out. Back in the day, the best way to look was in Daily Variety and Hollywood Reporter, whose pages bulged with glossy ads and often had inserts.

    They both are going from print, and it’s tougher to tell from online spending at their sites and elsewhere – no one site has the reputation yet as being the “go-to” place both of those were.

    I am told by leading Oscar consultants that the new “go-to” place, though not nearly as widely seen as the trades used to be, is the LA edition of the NYTimes.

    The Times is a national paper, with different ads running in the NY local edition and the national one (except for Sunday, when they are all the same). Southern California has its own edition – editorial nearly the same as the NY edition, except for less local news and different ads, and the same as the rest of the national edition for ads – except for certain cases.

    One of those cases is the Arts section. During Oscar season, and then even more targeted for customers in certain zip codes (core LA/valley, Palm Springs, Santa Barbara for example), the section has massive Oscar spending. Because it is so limited, the cost for a full page ad is small compared to its reach (I don’t know how many Academy members out here get the NYTimes, but my guess is maybe 1500 or so).

    Anyway, the last minute rush of ads and more specific focus began on Friday, and really hit full force today. In the next posts, I will describe what is going on, and also mention what in in the local LA Times. I’ll try to recap a bit of what has happened since Friday when this really started up.

    Hope this is useful for people.

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    Scottferguson
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    #141130

    NYTimes, Mon 2/17

    P1 – bottom 1/8th of page – Judi Dench/Philomena ad, with Scott Feinberg quote about not ruling out Dench as the spoiler

    P2 – about 1/2 page ad for the Mandela Song, obviously mentioning who wrote it

    P4,5,6,7 (yes, four full pages) – American Hustle
    There is a full page each for all four acting contenders; each on has some of their dialogue (clearly pushing the writing aspect)
    On both 2 page threads, there is a plug for a half hour special shown locally at 7:30 tonight on KCBS (American Hustle: The Heart and Soul of Survival)

    P8,9 – Wolf of Wall Street – DiCaprio the dominant message

    P10 – 12 Years a Slave – they seem to have dropped the potentially damaging “It’s Time” for a new tagline – “The Most Powerful Film in a Generation”

    P11 – Philomena again, with one quote for each of its nominations

    P12 – Blue Jasmine – entirely pushing Sally Hawkins (no reference to Blanchett at all)

    P13 – Nebraska – entirely on Dern “It’s never too late to take the lead”  (nice multi-leveled of meaning there), with a quote from the influential Kenneth Turan of the LA Times – “Bruce Dern Gives the Performance of a Lifetime” (clearly pushing the thought that he should win for the performance, not just his career)

    P14 – 20 Feet from Stardom – half page – their quote is from a critic disparaging people who think the film isn’t “important”

    P15 – Dallas Buyers Club – pushing the two actors “the years most tranformative performances are the two most honored”, which somehow overlooks Blanchett’s more awarded role

    Nothing for Gravity today (though they have recently been spending the most)

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    Scottferguson
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    #141131

    LA Times today

    Couple things first – there was a glossy Gravity insert that was included in the paper last Friday, one of the more expensive buys of late.

    Their Calendar (i.e. arts) section has as its lead story the BAFTA awards, with the (very helpful for FSl) headline “12 Years a Hit With Those Brits” and then mentioning above the fold its three top wins. It calls Cuaron’s win a mild upset, then made only a slight reference to what we perceive here as a weak showing. This sort of shading of a report is very helpful to 12 Years,

    Now for the ads, much less than the NYTimes (since paying for all readers is far more expensive than the cheap NYTimes buy):

    P2 – Gravity full page – new pic of Bullock, its now standard tagline of “best reviewed film of the year”

    P4 – Philomena. 1/6 page, same ad as NYTimes

    P5 – Mandela 1/2 page, same ad for song as NYTimes

    P7 – American Hustle, 1/2 page, more standard ad but mentioning the TV special tonight

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    Pavel Romanov
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    #141132

    Giant (full screen) Philomena web ads at both the LA and NY Times today. They’re annoying.

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    Stardust
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    #141133

    Judi Dench/Philomena ad, with Scott Feinberg quote about not ruling out Dench as the spoiler

    P8,9 – Wolf of Wall Street – DiCaprio the dominant message

    That is desperado. [img]http://www.metrorealtygroup.com/ps-money-icon-small.gif[/img]

    P12 – Blue Jasmine – entirely pushing Sally Hawkins (no reference to Blanchett at all)

    P13 – Nebraska – entirely on Dern “It’s never too late to take the lead”  (nice multi-leveled of meaning there), with a quote from the influential Kenneth Turan of the LA Times – “Bruce Dern Gives the Performance of a Lifetime” (clearly pushing the thought that he should win for the performance, not just his career)

     

     
    “P2 – Gravity full page – new pic of Bullock, its now standard tagline of “best reviewed film of the year”
    Have they’ve been in a way implying that awarding the film is also awarding Bullock? 

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    Scottferguson
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    #141134

    Not sure that the Bullock pics are there for any reason beyond she is the prime character; I don’t think they are pushing her beyond normal.

    Today’s haul – decreased from yesterday’s big push:

    NYTimes (LA edition)

    p3 – Dallas Buyers Club – all MM, plugging a promo public appearance Friday at Lincoln Center/NY

    p4-5 – Wolf of Wall Street – 2 full pages again, same ad as yesterday, LDiC the main focus

    p6 – Dallas Buyers Club – full page, half MM, half Leto

    p7 – American Hustle – full page – plugging David Russell, with a gushing quote from Bradley Cooper about what a dream director he is for actors

    p9 – Philomena – full page, same as yesterday

    LA Times

    Today is the (likely) last of their stand alone Envelope sections, which can some time offer weird ads

    p2 – Gravity – full page, picture of Bullock on the beach

    p7 – 12 Years a Slave – full page, quote from Peter Travers about the film’s likely immortality

    p9 – Philomena – full page, their now standard ad 

    p10-15 – Blue Jasmine – 5 of these are half pages, 2 each on Blanchett, Hawkins, 1 on Allen (screenplay), then a full page recap for all 3 (Sony Classics is a big spender on this section throughout the season)

    p19, 21 – Dallas Buyers Club – 2 full pages, one MM, one JL

    p23 – Hobbit: Smaug – full page for their tech noms

    p24-25 – The Lone Ranger –  two full pages for their Make Up nom

    p28 – Great Beauty – half page

    Calendar section –

    Second shrift today, because of the Envelope supplement, but still some

    p2 – Gravity – full page, today in color

    p4 – Philomena – half page, repeat of the now standard final ad

    p5 – American Hustle – half page, repeat of the ad with the Bradley Cooper quote

    If someone has been absent for the two days across the board, figure their studios aren’t pushing any more. So that would mean competitors from Capt Phillips, August Osage County, Her, Before Midnight seem to have given up (at least for the top 8 categories) – but let’s see what comes the rest of the week, when some might be reserving their buys til the end of the voting. 

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    Riley
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    #141135

    Maybe Captain Phillips knows that its nature is to upset, so no need to try to make anything happen.

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    Scottferguson
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    #141136

    Of note also – DBC is pushing hard for both actors – they don’t seem to be assuming they’re anything close to being locks yet

    Nothing specifically for any of the 12 Yrs actors or McQueen or anyone else – seems to be a push only for Best Picture at this point (curiously paralleling recent results) – Gravity is doing the same, but spending more, having more detail and citations (previous wins, reviews, quotes and so on – 12 Yrs is lean and simple message, Gravity is going for heft and showing its credentials); Hustle keeps spending, but non-specific (they have a problem – really only one category strongly competitive with sp, BP as a longshot – this shows in their ads); Wolf clearly oriented toward LDiC; Nebraska to Dern; Philomena go for broke for all categories; SPC trying to elevate Hawkins 

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    rstang00
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    #141137

    On Deadline today:

    The ‘Wolf’ Of The Oscars Leonardo DiCaprio: “No One Knows What’s Going To Happen”
    http://www.deadline.com/2014/02/the-wolf-of-the-oscars-no-one-knows-whats-going-to-happen-new-interview-with-leonardo-dicaprio/

    Paramounts two minute featurette TV Spot for Leo is outstanding. Well done on their part.

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    DominicCobb
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    #141138

    Some of this capaigning is silly.

    Typical Harvey of course doesn’t know when to stop – I’ll believe when I see it, but at this moment Philomena isn’t winning anything.

    Pushing for DOR is nice, but he really doesn’t have much of a chance. The silly thing is that American Hustle does still have a chance in other categories (hint: screenplay where DOR is also nominated).

    The Lone Ranger one is laugh out loud funny.

    12 Years still pushing for Picture is great and makes sense, but they really shouldn’t be giving up on SActress and Adapted Screenplay where they still have great chances. Hell, even Actor. 

    Her’s got a real shot at original screenplay so it’s a shame they aren’t doing much for that. (Megan Ellison wants American Hustle to win instead? Is she invloved in the campaign or what?) 

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    Pavel Romanov
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    #141139

    Didn’t Gravity and American Hustle run infomercials in place of Wheel of Fortune on one of the networks in the LA area last week?

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    Scottferguson
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    #141140

    I assume the push for Russell includes screenplay. It doesn’t specifically say director.

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    DominicCobb
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    #141141

    Does Cooper not say he is a “dream director” for actors? I don’t read the Times so I don’t know, but that’s what you said.

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    Scottferguson
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    #141142

    The full quote:

    Actors want to go to a place that’s scary and vulnerable, and that they don’t really think they can pull off. And David is always standing there, saying ‘Jump, just jump, I’ve got you.’ That’s a blessing that actors dream of.

    Sounds like Bradley is a bit jealous of Jennifer. 

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    BenitoDelicias
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    #141143

    U2 did an acoustic version of Ordinary Love on Fallon’s Tonight Show premiere. They sounded great, it looked and sounded easy and fun and deserving of the nomination/award. And of course the show had huge ratings. I doubt any of the other nominees has had this promotion in general.

    If this isn’t a final days marketing push, I don’t know what is. They had already performed on the show earlier on the rooftop of 30 Rock. 

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