The Hobbit (2012)
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‘The Hobbit’ was institutionalized by ‘Warner bros. Pictures’. Warner bros. Pictures is one of the largest film and television producer in the world. The Hobbit is a horizontally integrated film as Warner bros. the company owns different processes within the film industry. E.g. warner bros. productions, Warner bros animation, etc...
The Warner Inc. Is a global leader, specializes in business, media, television, publishing and packaging. Split into four subsidiary outlets: Warner bros, Home Box Office. |
Marketing Research |
The marketing campaign began back in 2011 on Facebook with a series of video journals from Jackson’s POV (point of view), engaging fans throughout the year by taking them into the production activity leading up to the announcement trailer at the beginning of 2012.
Jackson also marked milestones Like Hobbit Day and the novel’s 75th anniversary. Publicity included the first ever film-themed Rolling Stone Magazine standalone issue and a week of late night US television programming on The Colbert Report. |
A big buzz has been created around The Hobbit due to the fact it’s the first film to push the Hyper-real look and Feel.
Three features combined to create the Hyper-real effect: •The gradual maturing of 3D into a technology that is less intrusive than it once was. •Peter Jackson’s controversial decision to use the hyper-realistic 48 frames per second rate (or high frame rate). •And the unique chance to watch the film with a second system called Dolby Atmos, (which the sound business claims is the future cinema, because it offers more realistic presentation of effects and music than ever before). |
Online Marketing |
The official Facebook page of the movie started on the 15th of February of 2011 and the Official Blog was revamped around that time.
Only later a YouTube channel, a Twitter profile and the Official website of the movie would have been created. The blog then started showing video series and The Hobbit production diaries of the movie for the audience to get Intel of what’s happening behind the scenes. |
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