The document discusses how the producers of Anchorman 2 differentiated the movie's marketing by creating brand new content featuring Ron Burgundy in various situations, rather than just reusing existing assets. This included having Burgundy report on real news events or introduce a new product. This allowed the movie to reach broader audiences and extend its lifespan beyond the theater. The document argues this approach changes what it means to be a movie by continually delivering new content through online channels.

1. WHAT
ANCHORMAN 2
DID IS
KIND OF A BIG DEAL.
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2. SO ANCHORMAN 2
JUST CAME OUT.
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3. And aside from the
AMAZING
MUSTACHE QUALITY,
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4. I think there are some really
really important lessons to be
learned here.
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5. The producers did a lot of
the things that we’ve come to
expect from a major motion
picture release:
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6. TRAILERS
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7. A BRANDED TUMBLR
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8. TONS OF FACEBOOK TABS
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9. But, where ANCHORMAN 2
differentiated itself was in the
other stuff they did.
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10. Unless you’ve been hiding under
a wheel of cheese,
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11. You’ll notice that
RON BURGUNDY has been
appearing in all kinds of places
over the last few months.
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12. SELLING CARS
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13. INTRODUCING A NEW
LINE OF SCOTCH
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14. APPEARING IN LOCAL NEWS
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15. AND TONS OF WEB-ONLY
EXCLUSIVE MATERIAL.
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16. Now, this is not the same as
“behind the scenes” footage.
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17. What makes this different...
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18. is that they’re not just
using pre-existing assets.
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19. They’re taking a core asset
(WILL FERRELL)
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20. and investing the
time and money.
+
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21. to create
BRAND NEW
PIECES OF CONTENT...
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22. that they can
customize and target
AT ANY SEGMENT OF
THEIR AUDIENCE.
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23. And executionally, it’s actually
really smart.
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24. For example:
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25. When they had RON analyze the
Australian election,
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26. the first and obvious thing it
did was it inject him directly
into the Australian market.
-crikey!
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27. Where it gets fun is that this
content is immediately picked
up by a broader audience...
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28. as it hits sites like
FACEBOOK and REDDIT
(just because it’s cool).
!
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29. “We’ve kind of gotten into different
pockets of the audience that we
never would have reached through
Ron’s appearances.”*
*(Well said, Will.)
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30. GUYS,
THIS IS NEW.
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31. I’VE ALWAYS SAID THAT
everybody is a media company.
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32. And now, even
media companies
ARE BECOMING
MEDIA COMPANIES.
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33. They’re not just taking existing
assets and repurposing them
into commercials and trailers.
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34. What they’re doing is
using resources to make
BRAND NEW
PIECES OF CONTENT
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35. that EXTEND the life
of the movie outside
of the theater.
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36. This includes the
“normal stuff” we
talked about earlier.
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37. For example,
in one of the Facebook games,
SCOTCH-TOSS,
they didn’t do the easy thing
and use lines from the movie,
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38. They brought Will Ferrell
into a studio and recorded
new content to go along
with the game.
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39. It’s not often a
major production company
treats their IP* this way.
*intellectual property
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40. They’ve changed
what it means to be
a movie.
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41. It’s no longer enough to produce
a two-hour product,
market it with some trailers,
and call it a day.
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42. They’ve removed the barrier
to getting extra content.
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43. It used to be that you
had to buy the DVD,
(after seeing the movie, mind you)
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44. But Paramount is just
offering all of this stuff
UP-FRONT!
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45. Because video is their
primary product,
(they’re making a movie, after all)
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46. this kind of content is
basically
AS VALUABLE AS THEIR
CORE PRODUCT.
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47. It’s getting eyeballs.
It’s generating ad revenue.
IT’S MAKING YOU LAUGH.
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48. Unlike the movie itself,
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49. It can reach more
people in the places
they’re already
consuming content.
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50. In the past, diehard fans would
have to wait for some
cross-promotional event...
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51. or, if they were really lucky,
maybe they’d get a spin off...
(that didn’t even have the same actors)
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52. but here, Anchorman 2 is
straight up giving you more of
what you want with
NO CAVEATS.
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53. And the room for expansion
is LIMITLESS.
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54. All they need to do is put
Ron in a new situation...
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55. CNN?
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56. that makes sense for
a news anchor....
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57. THE TODAY SHOW?
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58. and they instantly get the
combination of exposure and
new viral content.
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59. JAPANESE NEWS?
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60. As long as they’re smart,
and avoid product
placement for the sake
of product placement.
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61. All Ron needs to do is
show up,
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62. and the story of
ANCHORMAN 2
continues...
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63. THE POSSIBILITIES ARE ENDLESS.
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