The Hobbit: Desolation of Smaug online marketing grid

Using the internet to promote a movie release in the UK

Example 1

• What is it? UK Facebook page
• What is the source? www.facebook.com
• Above/below the line? Below
• Who is it attempting to reach? Those with a Facebook account
• How is it a valuable marketing opportunity? Free, easy and instant to update, potentially unlimited audience

Example 2

• What is it? Mail online article about the making of Middle Earth
• What is the source? www.dailymail.co.uk
• Above/below the line? Above
• Who is it attempting to reach? Daily mail readers, younger adults
• How is it a valuable opportunity? Easily accessible online, potentially unlimited audience

Example 3

• What is it? Youtube trailer
• What is the source? www.youtube.com
• Above/below the line? Below
• Who is it attempting to reach? Youtube users, young people
• How is it a valuable opportunity? Free, potentially unlimited audience, easily accessible website, very popular website

WEEK 3 Case Study 3 - Desolation of Smaug Distributing and Marketing to the UK

I saw a ten second teaser trailer for the Desolation of Smaug on channel E4 at around 10:30pm. E4 is a channel watched predominantly by teenagers and young adults so the advert was most likely aiming to reach this sort of age group.

Whilst at the cinema at around 8:30pm I saw a full trailer for the Hobbit: Desolation of Smaug. This is a great way to reach film fans as they would not be going to the cinema if they were not avid film watchers. The certificate of the film I was watching was a 12 so the right age group for The Hobbit was being targeted (12+)

WEEK 2 Case Study 3 - Desolation of Smaug Distributing and Marketing to the UK

WEEK 1 Case Study 3 - Desolation of Smaug Distributing and Marketing to the UK