Photograph: Google Translateĭisney executives are on record saying that the marketing push for Star Wars: The Force Awakens has been frugal by blockbuster standards, which routinely stretch into eight, sometimes even nine figures (Paramount’s Iron Man 2 clocked in at over $100m just in marketing dollars).īut Disney is famous for using its own platforms to cross-promote (the Star Wars promo and every Marvel trailer have debuted on TV on the company’s own network, ABC – usually during Jimmy Kimmel Live).Īnd, since the company is under shareholder pressure to make its $4bn acquisition pay out, its advertising integrations have been strategic.
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