1. April 19, 2013
Marketing Case Study
The Woman in Black
(James Watkins, 2012)
Produced by Hammer Film
Productions
Budget $15m
Distributed by Momentum
Pictures
Total P&A budget 3.3m
2m on advertising alone
Box Office takings $127.7m
Marketing: Key Questions
1) What is it?
Positioning
A
classic
ghost
story
for
all
ages;
delivering
chills
and
thrills
in
abundance.
2) Who is it for?
Campaign Objective
Engage
fans
of
the
book,
the
pla,
Daniel
Radcliffe
/
Harry
Potter,
Supernatural
chillers.
Sell
the
spooks
,
scares
and
quality
of
the
film.
Target
a
broad
audience
through
advertising,
publicity
and
promotions.
Position
the
film
as
a
block
buster
3) How and when will we reach them?

2. April 19, 2013
Campaign Overview
Social
Media
outreach
–
production
stage
Phase
1
teaser
campaign
-­‐
THE
KINGS
SPEECH
DVD
Phase
2
teaser
campaign
–
HARRY
POTTER
Main
cinema
campaign
–
Halloween
Advertising
campaign
–
January
Premiere
–
February
Film
released
–
Feb
10
Sustain
advertising
–
post
release
MAIN CAMPAIGN
What's the
difference?

3. April 19, 2013
HALLOWEEN COMPETITION
STAR INPUT
AD CAMPAIGN
Young Adults
What media do
they consume?
Broader Audience

4. April 19, 2013
TV ADVERTS
6 SHEET
LARGE FORMAT
ONLINE
PRESS
RADIO
PUBLICITY CAMPAIGN
DANIEL RADCLIFFE
WORLD PREMIERE

5. April 19, 2013
PUBLICITY CAMPAIGN
SCHOOL ACTIVITY
THE PLAY
BOOK ACTIVITY
PUBLICITY CAMPAIGN
ONLINE CAMPAIGN
SOCIAL MEDIA

6. April 19, 2013
PUBLICITY CAMPAIGN
Position
Daniel
Radcliffe
outside
of
his
role
in
Harry
Potter
500 interviews
in different
countries
Sell
the
heritage
of
the
film
to
upmarket
audiences.
Promoted the
film at the
play.
Media
interviews
with
cast,
filmmakers
and
Susan
Hill.
Host
Worldwide
Premiere
in
London.
Random House
publishing a tie-in
edition of book.
30,000 copies in
Telegraph.
Royal Festival Hall.
Audience of 2000.
fans. World's media
First time for finished
film screening.
Social media as
backbone for
attracting a teen
audience. Used
FB to weak news
stories and
reward fans.
88,000 followers
on FB and 5,500
on Twitter.
Tap into school
curriculum - get
teachers to take
their classes.
Anything new
published
online for over
a year.
How do the following factors help increase
publicity for the film?
Star
The
Play
World
Premiere
Publicity
Campaign
Online
campaign
Social
media
School
activity
Book
activity

7. April 19, 2013
PUBLICITY CAMPAIGN: THE RESULT
Bigger than The
Muppets on
opening weekend
Book in Top 10
Record breaking box
office result ($20m
during opening
weekend)
THE WOMAN IN
BLACK 2
The highest-grossing British
horror film in 20 years.