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The hobbit the Unexpected journey

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Rosie Ram

on 10 February 2014

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Transcript of The hobbit the Unexpected journey

The Hobbit: An Unexpected Journey
Facts- The Hobbit the Unexpected Journey
Director:
Peter Jackson
Producer:
Fran Walsh, Carolynne Cunningham and Peter Jackson
Key Actors:
Ian McKellen, Martin Freeman, Richard Armitage, Ken Scott, Graham McTavish
Production Company:
New line cinema, Metro-Goldwyn-Mayer, WigNut films
Distribution Company:

Warner Bros pictures.
Budget:
$561,000,000 (As of March 31, 2013)
estimated $600,000,000
Grossed:

$303,003,568


Synergy
Definition:
The way in which different elements of a media conglomerate work together to promote lined products across different media

Film Production:
New Line Cinema (Time Warner)
Distributor:
Warner Bros (TW)
Soundtrack:
Water tower Music (TW)
Video Game:
Worked with Lego - Warner Bros (TW)
Monopoly- Worked with Hasbro
Hobbit Set Tours-
Hobbit Official Merchandise:
Marketing in the Hobbit
The use of Synergy in the Hobbit

Synergy has been used in various ways in the Hobbit. Time Warner is the conglomerate media, and the subsidiary Warner Bros work together, with their power and differences to promote the Hobbit across different media.
The use of technology used in the Hobbit
What techniques does the Hobbit use?

1) The movie was filmed on
Epic red cameras
that shoot 48 frames per second

2) Introduced one of the first 'digital' characters, Gollum, in ‘The Lord of the Rings’ trilogy, is breaking new ground with the 'HFR' - high frame rate - cameras.

3) Ultra-HD’ resolution

4) 3D illusion


Movies stills that show off the technology?

HFR 3D- 3D film, including the 48 frames per second (fps) format. Peter Jackson did this so that the film was smooth to watch to make it look more realistic


How did the hobbit use technology to market their film
•Bus advertisements
•Billboards advertisements
•TV advertisements that feature more teaser trailers that showcase its use of CGI (Radio and online ads
•Magazine and Newspaper ads in the major newspapers and magazines

http://www.telegraph.co.uk/culture/film/filmmakersonfilm/9739714/The-Hobbit-Peter-Jackson-defends-new-technology.html

http://www.cbc.ca/news/arts/questioning-the-hobbit-s-faster-frame-rate-technology-1.1290913

Outdoor advertising reaches its audience as an element of the environment. It is effective as It reaches everyone. Billboards and posters where used to advertise the film. This engaged the audience and made them want to see the movie more, as this type of advertising is interactive, eye-catching, as it reinforces awareness.
Billboards & Posters
The World Wide Web has become one of the most used means of communication and entertainment. Every day we use social networks or messenger apps to reach our friends. Due to this the hobbit chose to broadcast their movie on the internet and through radios, and press as they knew that most of their target audience will come across the movie by seeing it online, as it is interactive and eye catching, by having it online will also cause discussions about wanting to watch the movie, this will expand the awareness of the film.The World Wide Web has become one of the most used means of communication and entertainment. Every day we use social networks or messenger apps to reach our friends. Due to this the hobbit chose to broadcast their movie on the internet and through radios, and press as they knew that most of their target audience will come across the movie by seeing it online, as it is interactive and eye catching, by having it online will also cause discussions about wanting to watch the movie, this will expand the awareness of the film.
Radio, Press and online adds
Hobbit Restaurant- Dennys
Hobbit- themed food are served at Denny's restaurant to promote the film.
Promotional items and Licenses
The hobbit created their own online shop www.hobbitshop.com to promote their film by selling clothes, jewelery accessories, games, lego, and NZ post. They also used Fnac which is one of Europe leading department store, selling cultural goods and electronic products. Co-branded poster advertising, social network. They also used RATP and designed their own weta workshop

They also sell toys, cups etc.

Social Media

The Hobbit used social media sites to promote their movie such as:
Twitter the Hobbit, Warner-
Followers:
Facebook the Hobbit, Warner, The Lord of the ring
Likes:
- YouTube the Hobbit, Warner
- The Cast social media accounts

The hobbit also have a Instagram account
Google account
YouTube
The world premier
Comic-Con, an already classic marketing event.
The hobbit held a world premiere, this engaged target audiences to come and have a look at the premier, it was also a phenomenal marking strategy as it caused wide awareness, and attracted more audiences.

Public and Press Relations & Cinema
The hobbit held great public and press relations which helped to the movie getting known worldwide, the hobbit was on every
cinema cover throughout the world, which encouraged its popularity with the audiences.
There were also media events that took place and press coverage of events.
News reports

Digital Marketing
The Hobbit Marketing campaign: The wide range and the quality of marketing content (interesting videos, posters, photos, statement, studies, and games.
They partnership with lego and New Zealand.
They also created cool apps and a hobbit restaurant.

Internet sites
- Warner Bros website
- Wallpaper generator
- “Dwarf Combat Training:” a game where you can “master battle skills to defeat treacherous foes”
- “Join the Company” : a way for you to use your webcam to transform yourself into a member of “the company”

Windows Phone
The hobbit used the Windows phone.
Microsoft has reportedly licensed several of The Hobbit’s characters for ads to run in the U.S., U.K., France and Germany. Microsoft is creating new digital, press and outdoor materials, featuring Bilbo Baggins, Gandalf and other characters from first film of trilogy.

Facebook Official Page for Latin America.
(Hobbit was going worldwide)

Hollywood Dominance in Box Office
Synergy
Push / Pull Marketing
The Hobbit continued its domination of the box office this weekend, landing at No. 1 for the third straight week despite a slew of new releases that came out on Christmas Day. This is due to the vast amount of marketing that reinforced awareness of the film that attracted all audiences to watch the movie.
The Hobbit used synergy to promote their movie successfully, and reinforce awareness. The hobbit worked with different media conglomerate to promote the film by selling different line products. The hobbit created different games, for an example the hobbit worked with lego to create a hobbit lego game and film. The hobbit also released a soundtrack special edition, to promote the movie and the songs. The hobbit also created their own online shop www.hobbitshop.com to promote their film by selling clothes, jewelery accessories, games, lego, and NZ post. They also used Fnac which is one of Europe leading department store, selling cultural goods and electronic product.

The use of synergy promoted the film and reinforced the awareness, as there were several products available from the hobbit.
Push:
The outdoor advertising reached its audience as an element of the environment. It was effective as It reaches everyone. Billboards and posters where used to advertise the film. This engaged the audience and made them want to see the movie more, as this type of advertising is interactive, eye-catching, as it reinforces awareness which made more people come and watch the film.

Pull:
World Wide Web has become one of the most used means of communication and entertainment due to this the hobbit chose to use the internet.There were a variety of pull marketing used such as google+, Instagram and YouTube. This type of marketing was effective as it enabled the audience to choose whether to get information about the hobbit. It also allowed individuals to browse through the sites in their own free time. In addition they were very popular as they gained many likes, which reinforced awareness as they are popular social media sites that are used daily, By having it online will also cause discussions about wanting to watch the movie which furthermore will reinforce awareness.


Keywords
Proliferation: rapid increase in the number or amount o hardware and content available to both audiences and institutions through the emergence of new and old media
Technological convergence:
Technological convergence In the Hobbit
The hobbit used cross media convergence in their film to promote the distribution and exhibition of their film. As they were aware that the Apple Iphone was popular they decided to make the hobbit soundtrack available to download from iTunes this reinforced the distribution of the film. They also used cross technology convergence as the hobbit released the hobbit app and android/iPhone game this also reinforced their production and distribution as they released it on popular phones. In addition it was available on all iPhones and androids which created large awareness for the film



Proliferation In the Hobbit
-Negative Distribution & Exhibition
Piracy: Piracy can occur as someone can record the film whilst they are in cinema, which can effect the distribution and exhibition of the film, as people will be able to access it somewhere else.

Accessibility – everywhere and anyone had the ability to so this because of convergence of technology and affordability of this

Downloading from unofficial sources – The Hobbit could be downloaded on unoffical sources such as Limewire, YouTube downloader. File sharing can also be done.


Digital Technology
The hobbits use of convergence in media through technology creates new opportunities through distributing and exhibition. Producing the film has also become cheaper and more interactive.
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