![]() ![]() ![]() While marketing tools have changed, budgets are roughly the same as before, Noble said. “Releasing films in theaters is trickier than ever because of the pandemic and the fact that audiences are bombarded with content, so we really pushed the envelope creatively, even if we stayed true to the brand’s DNA,” said Noble, who recently joined Universal from Warner Bros. ![]() In order to expand the movie’s core Gen Z audience, Universal teamed up with prestigious partners such as the Paris Saint-Germain (PSG) soccer team in France and the Australian music band The Wiggles. The far-reaching campaign has not only attracted older audiences, but turned “Minions” into an iconic pop culture brand. One of Universal’s crown jewels, the “Despicable Me” franchise - which “Minions: The Rise of Gru” is part of - has already surpassed the $4 billion mark at the worldwide box office. The film has already grossed more than $248 million worldwide. records for the biggest opening ever over Fourth of July weekend. Released July 1 in the U.S., “Minions: The Rise of Gru,” which is directed by Kyle Balda, broke domestic B.O. Judging by the early box office receipts, the studio’s strategy has been paying off. Giant squishies of Minions were placed in spontaneous locations and hand painted by local artists around the world. ![]() The multi-pronged operation, spearheaded by Universal’s head of international marketing Julien Noble with his home office team and all the territories marketing groups, spanned live events and activations across the studio’s top 12 markets. When Universal opted to stick to a theatrical release for “ Minions: The Rise of Gru,” the new chapter of Chris Meledandri’s blockbuster animated saga, it went a couple extra miles to orchestrate one of its biggest and most interactive marketing campaign for an animated film to date. ![]()
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