Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446
Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.
Following the stellar success of DC and Marvel in migrating comic book heroes to the big screen, Sony Interactive Entertainment has launched PlayStation Productions, aimed at taking some of its most successful games to the movies and TV.
The Walt Disney Co., the entertainment company, successfully leveraged its own unique marketing assets and a truly holistic communications strategy in order to turn “Black Panther” into a box office triumph.
Alliance Française de Singapour, the non-profit promoting French language and culture around the world, encouraged viewers to recognise the diversity in French cinema through a humorous integrated campaign in Singapore.
YouTube Works for Brands, UK, Winner, 2019
Twentieth Century Fox Home Entertainment, a video distribution company, created a campaign for the Home Entertainment release of Deadpool 2 in the UK, which saw a 198% increase in organic title searches after viewing the YouTube sequence.
Tech giant Apple is joining forces with Oscar-winning studio A24 to produce a slate of original, feature-length films in a move that is expected to ramp up its competition to the likes of Netflix and Amazon Prime.
Walt Disney Indonesia, a mass media and entertainment conglomerate, promoted its new film, Coco, in Indonesia by launching an interactive video ad that allowed users to play a game with the soundtrack.
Studio Canal, a film production and distribution company, was able to reach its UK target audience with a unique mini-game format that drove unprecedented engagements rates and clicks to point-of-sales sites.
NEW YORK: Marketers that launch a product sequentially – a strategy that can apply everywhere from movies to electronics and sports drinks – could drive revenue gains through smarter budget allocation, a paper in the Journal of ...