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Movie Sequels As Brand Extension

This document provides guidelines for developing an integrated marketing communications plan for the launch of a movie sequel. It assigns students into groups and has them choose from a list of upcoming sequels. As part of the plan, each group must write a movie review of the original film, develop a press release, radio/TV commercials, posters, and propose merchandise. They will then present their full IMC plan to the class, including objectives, budgets, and effectiveness metrics for each marketing element. The goal is for students to understand the nuances of planning a brand extension like a movie sequel.

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rahul mangla
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114 views3 pages

Movie Sequels As Brand Extension

This document provides guidelines for developing an integrated marketing communications plan for the launch of a movie sequel. It assigns students into groups and has them choose from a list of upcoming sequels. As part of the plan, each group must write a movie review of the original film, develop a press release, radio/TV commercials, posters, and propose merchandise. They will then present their full IMC plan to the class, including objectives, budgets, and effectiveness metrics for each marketing element. The goal is for students to understand the nuances of planning a brand extension like a movie sequel.

Uploaded by

rahul mangla
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MOVIE SEQUELS AS BRAND EXTENSIONS: IMC PLAN EXERCISE 1

You might have come across that interesting situation of your favourite movie coming up as
sequel. It is given that you rush for the first day first show and sometimes you come out of the
theatre satisfied, sometimes you don’t unfortunately! But, have you thought about the
marketing campaign of a popular movie being ‘extended’ to a movie?

Brand extension includes launching a new variant or new product from the same brand (Keller,
2008) so as to leverage the equity of the established brand (Vukasovič 2012). Such an act by
the brand manager is to continue the franchise of the brand further either to new products or
new SKUs.

So, when a movie is tweaked or extended into the movie sequel, it is essentially a brand
extension. One of the biggest challenges in the extension is to continue the franchise and add
newer audience or consumers. We will try to assimilate and understand in a fun way as to how
to do it.

Learning Outcomes
This exercise helps you in understanding the nuances of IMC planning especially in launching
a brand extension like a movie sequel. The other benefit of the exercise is that you learn about
movie industry and the challenges in the industry.

Deliverables
Each of you would be part of a group assigned. There will not be any changes in the group.

The key deliverables are as follows;


a. Book and Movie reviews as per guidelines given in Appendix – I.
b. Brand Extension IMC Plan as presentation. An indicative deliverable list is given in
Appendix – II.
c. Presentation that cover the detailed plan for movie launch. Presentation should be
submitted one day before the day of presentation along with the deliverables in
Appendix - I.

Note the following for your presentation:


1. You have a max. time limit of 20 mins including Q & A
2. You have to present the following;
a. Press release
b. Radio and TV commercials along with other details like budget etc
c. Posters and other details like magazines, budget etc
d. Merchandise you propose to use
3. You may like to keep 3 mins for question answers and then 2 more mins for change
over.
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Designed by Dr. G. Sridhar, Professor, IIM Kozhikode
APPENDIX – I: MOVIE REVIEW
See the movie that you have been assigned. Note that the instructors and the institute will not
provide the movie. You have to make arrangements to procure it.
• Write down as many different things as you can, which might get you interested in that
movie (about 200 words max.).
• Summarise about the movie, plot, key characters and any important features (about 200
words max.)
• Why do you think were the producer and director considered going a movie sequel?
(about 200 words max.)
• What do you think about the sequel getting converted to a movie? Write some of your
expectations from them (about 200 words).

APPENDIX – II: ELEMENTS OF IMC


In many ways, the level of success of any film is related to the ways in which it is sold
to the potential audience. You now are going to devise a promotion campaign for the
sequel including the financials.

You should also note the following;


a. You have an audience base that is keen to see movie sequel. This audience has already
seen the original movie.
b. You have a future fan base that may likely see the sequel. How will you familiarise
with the original movie?

1. Press Release
Write a press release for the film, announcing that it will soon be in cinemas. Press release has
information including star cast, director, music, studio and so on. Press release has to be short
and yet inducing. It should be of interest to both critics and press reporters who can take it to
the relevant media and offer their reviews. It is important to induce these stakeholders to get
excited about your sequel and so much so that they may like to call you to ask for more
information.

While you present in the classroom, show the press release you have designed.

2. On Radio, TV and Social Media


You have to produce a 30 second radio trailer and also TV trailer. No less, no more than this
time. You can also produce teasers for social media exclusively

For developing TV trailers or teasers, you may like to watch the movie or collect from the
several sources including internet. However, you have to create an idea of the film through the
trailer/teaser. Do not reproduce an existing trailers/teaser.

For radio commercials, you may use sound bites from the visual trailers. You may like to
probably use voice over. Do not forget to relate the audience who saw the original.

While you present in classroom, present the 30 seconds radio and 30 seconds TV commercials
and the teaser for online / social media. Apart from this you have to also present the following;
a. Objectives of the radio and TV campaign
b. Budget for these two media alternatives
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c. Media timing and allocation


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d. How do you measure the effectiveness of the campaign on these two media alternatives?
3. Poster
Poster is more like a trailer that should instantly say something about the film – possibly its
genre, its stars. It should also be eye catching. Similarly, it should not contain so much detail
that the plot is revealed. It should be intriguing enough to encourage audience to go to theatres.

Look carefully at the various posters before you design for your sequel. Try to identify several
patterns on the poster and that which suits your movie, you may like to incorporate. Only
caution is that you are not allowed to use the same poster/tagline as the movie publishers have
already done.

See that your poster has some semblance to the story of the movie, your campaign in TV and
radio. You can have multiple posters and some of them can come on magazines, periodicals or
newspapers.

You have to show us the poster along with the following other details;

a. Details on the newspapers/ magazines and the rationale for their choice.
b. Budget for posters, newspaper/magazine advertising and on internet

4. Merchandise
Apart from the above three components of the campaign, you may like to decide on the
merchandise like T. Shirts, Cups, Toys, Games, and so on. You may choose as many as you
want to gain the publicity for the movie. If possible, show couple of such initiatives in the
presentation. You may show a picture of such initiates and not the actual replicas. You may
also mention how will you sell the merchandise through several channels.

5. Movies – Group Wise

Group No. Sequel


1 Top Gun: Maverick
2 Avatar 2
3 Salt 2
4 John Wick 4
5 Wonder woman 1984
6 Fantastic Beasts and Where to find them 3
7 Jurassic World Dominion
8 Conjuring 3
9 Venom: Let there be Carnage
10 Paranormal Activity 7
11 Godzilla Vs Kong
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