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How 'Pirates' pulled it off - USA TODAY 7/9/06

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  • How 'Pirates' pulled it off - USA TODAY 7/9/06

    All the right moves put 'Pirates' atop box office

    Posted 7/9/2006 9:05 PM ET

    Walt Disney Pictures
    Sensational sequel:
    Orlando Bloom and Keira Knightley in Dead Man's Chest.

    By Scott Bowles, USA TODAY

    How do you follow up a film that just enjoyed the biggest opening in movie history?
    Keep your mouth shut.

    That was the strategy behind releasing Pirates of the Caribbean: Dead Man's Chest this weekend and will likely be Disney's plan with the third installment in the franchise, Pirates of the Caribbean: At World's End, due May 25.

    Analysts say that one of the keys to Pirates' success was that, in a summer rife with over-hype and blitzkrieg marketing, the Johnny Depp adventure had a comparatively understated campaign.

    Though Disney spent millions in ads, executives opened the movie on a traditionally slow weekend, after the July Fourth holiday. Instead of saturating the market with ads more than a month before its opening, as Mission: Impossible III and The Da Vinci Code did, Pirates waited until three weeks before its debut for a full-on push.

    Part of the work, experts say, had been done for Disney. The 2003 original, The Curse of the Black Pearl
    "If you don't know how to draw, you don't belong in this building" - John Lasseter 2006

  • #2
    Re: How 'Pirates' pulled it off - USA TODAY 7/9/06

    I saw a few people at the 5:00 showing i went to see dressed up. Everyone was so enthusiastic about it. Great movie.

    I totally agree with how they pushed it with the marketing. They didn't rub it in people's faces, slap signs all over the place or tie into a bunch of auto insurance ads. They sort of did that with Cars and people get tired of it. That is what turns people off. With most of the billboards and ads, they just showed a pirate skull. The marketing was kept simple and to the point, just as much so that they were teasing you. Plus, you didn't see a bunch of tv ads the day that it opened with critics reviews making up the entire commercial (again, like Cars).


    • #3
      Re: How 'Pirates' pulled it off - USA TODAY 7/9/06

      Most of the work in Marketing PTOC 2, was done by
      how well PTOC 1, was written, acted, directed, special
      effects, scored, edited, etc. People were excited about
      this movie for months before it even hit the theaters.
      And it was publicized(not by Disney) that the anticipation
      for POTC:2 was higher than any other movie previously.

      Marketing did do a lot, the fruit snacks and cereal for
      POTC 2 was out back in February! Then all the other
      tie ins began. That's a heck of a lot more than what
      they did for the 1st movie.

      Then all the toys came out, and the Disney Store even
      had merchandise for this movie, BEFORE the POTC 2
      was in theaters. And of course McDonald's decides it's
      a good thing, THIS TIME AROUND, to promote POTC 2,
      so they have posters, and a Big Mac contest, AND
      POTC Happy Meal toys.

      OK, we haven't seen Capt Jack Sparrow on any
      insurance commercials,

      YET. but wait about 3 weeks.
      Critter Country's a mess ev'r since the Country Bears were kicked out. Ya can't cover pooh with honey and 'spect people ta like it.
      An Adventurers It's Time to Put the Spotlight Back on Bring Back the REAL Disney Gallery
      Life for Me! ~ ~ ~ Melvin, Buff, and Max!!! ~~~~ Dump the Dream Suite!
      Meese-ka Moose-ka Mice-Chatter!


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