2. INTRODUCTION
oTime Warner Inc. is an American multinational media
corporation headquartered in the Time Warner Centre in New
York City
o The world's second largest media and entertainment
conglomerate in terms of revenue (next to The Walt Disney
Company)
4. โข WARNER BROS. ENTERTAINMENT INC. is a fully
integrated broad based entertainment
company
โข Most respected, diversified, successful motion
pictures
โข The company was founded by four brothers
Harry, Albert, Sam & Jack
โข Companyโs vast library considered one of the
most prestigious and valuable in the world
โข Revenue as on 2011 is 12 billion USD
6. You ainโt heard
anything yet !!
โข 1903 : 3 brothers started showing
films in the mining towns of
Pennsylvania and Ohio
โข 1923 : Movie Company was
incorporated
โข 1927 : 1st Talkie was released and
soon produced first all-talking
movie, โThe Lights of New Yorkโ
7. โข 1940 : Released 40 pictures a year, some classics
were
โข 1950 : Notable movies like
โHouse of Waxโ (3D),
โA Streetcar Named Desireโ
etc.
8. โข 1955: Television story began
โข 1960 : Films and TV series F
Troop and The FBI
โข 1967 : Sold the Studio to
Elliot and Ken Hyman, and it
was renamed Warner Bros.
โข 1969 : Renamed as Warner
Communications, Inc.
9. โข 2001 : Shattered every one of its own box office
records and several industry records
โข 2004 : $3.41 billion in worldwide box office &
industryโs market share leader
โข 2012 : billion-dollar mark for a 12th consecutive
year
10. โข Warner Home Video
โข Warner Bros. Digital Distribution
โข Warner Bros. Advanced Digital Services
โข Warner Bros. Interactive Entertainment
โข Warner Bros. Technical Operations
โข Warner Bros. Anti-Piracy Operations
WARNER BROS.
HOME
ENTERTAINMENT
โข Warner Bros. Pictures
โข Warner Bros. Pictures International
โข New Line Cinema
WARNER BROS.
PICTURES GROUP
โข Warner Bros. Television
โข Warner Bros. Animation
โข Warner Bros. Domestic Television Distribution
โข Warner Bros. International Television
Distribution
โข Warner Bros. International Branded Services
โข The CW Television Network
WARNER BROS.
TELEVISION
GROUP
11. WARNER BROS. PICTURES GROUP
โข The Dark Knight Series
โข Harry Potter Series
โข Charlie and the chocolate
Factory
14. MARKETING STRATEGIES
โข Ultimate success often hinges on the quality of
its marketing campaign
โข Average studio movie marketing budget costs
around $31 million and the average movie costs
$47.7 million
Movieโs Trailer
15. โข Around 283 movies in development 4 in
production 13 in pre production , 15 post
production stages.
โข Traditional marketing tactics
โ screening trailers in theatres
โ running television and radio spots
โ advertising in print via movie posters
โ billboards, newspapers, and magazines
โ building a web presence through dedicated movie
web sites, Facebook fan pages, etc.
16. โข Recent marketing tactics
๏ง worldwide scavenger hunts
๏ง flash-mobbing
๏ง viral videos to alternate-reality games
๏ง iPhone apps.
โข It allows for targeted messaging
โข Eg: Facebook app that enabled fans to upload photos
that put themselves in the movie
17. โข To promote the Batman film โThe Dark Knightโ, a campaign
was launched around 15 months prior to the release of the
film and witnessed participation from millions of
enthusiasts from across the world.
โข They also received posters, teaser
trailers, memorabilia, and finally tickets to the movie
โข These activities helped in sustaining the interest of the
audience in the movies & became one of the few films to
gross over US$ 1 billion in box office collections
19. โI Believe in Harvey Dentโ Promotional Packs were sent to those
who had registered on the web page
20. CULTURAL CONSIDERATIONS
โข โThe Matrix Revolutionsโ opened simultaneously
worldwide in 43 languages and on more than
10,000 screens
21. CRM
โข Direct-to-consumer for Warner Bros. started in
2009
โข Studio database
โข Consumer loyalty program
โข Online endeavors
22.
23. VIP tours
โข Deluxe Tours
Deluxe Tours
Departs: Mon-Sat 8:15am-
4pm and Sundays (limited
availability)
Duration: 2hrs 15 min
Cost: $52.00/person Departs Mon-Fri 10:15
am
Duration: 5 hrs.
Cost: $250.00/person
Group Tours
Group minimum- 24
guests
24. Controversies
โข The Weinstein Company filed a lawsuit over Warner Bros for
the movie titled โthe Butlerโ as a โracial controversyโ
โข Warner Bros. won arbitration against the Weinstein Company
over the title to the film "The Butlerโ
โข Islamic rights groups weren't happy with the title of the Warner
Bros Pictures film โTowelheadโ
โข The protested that โTowelheadโ is a rude, shocking and a ugly
word
The Warners went on to quickly produce the first โall-talkingโ movie and their first โtalkingโ gangster film,ย The Lights of New York. By late 1928, the rush for sound was on, with the Warners well out in front.
Casablancaย (the Studioโs second Best Picture Oscar)The 1950s broughtย A Streetcar Named Desire,ย House of Waxย (in 3D),ย A Star Is Born,ย The High and the Mighty,ย Dial โMโ for Murder,ย Mister Roberts,ย Hondo,ย Moby Dick,ย The Bad Seed,ย The Searchers,ย Sayonara,ย Marjorie Morningstar,ย Auntie Mame,ย The Nun's Storyย and the three films which made James Dean a legend:East of Eden,ย Rebel Without a Causeย andย Giant.
In those early pioneering days, comedy was the king of the small screen, but Warner Bros. Television targeted a different genre, the dramatic seriesโand carved out an important new and very successful niche.ย Cheyenneย was only the first of the many hits to come in the โ50s. Also launched that decade were the now-classic seriesMaverick,ย 77 Sunset Strip,ย Colt .45ย andย Hawaiian Eye. In July of 1958, Harry Warner died peacefully at home.During the 1960s, Warner Bros. Pictures released such notable films asย Oceanโs Eleven,ย Splendor in the Grass,ย Gypsy,ย The Music Man,ย My Fair Ladyย (the Studioโs third Best Picture Oscar),ย The Great Race,ย Whoโs Afraid of Virginia Woolf?,ย What Ever Happened to Baby Jane?,ย Bonnie and Clyde,ย Camelot,ย Cool Hand Lukeย andThe Wild Bunch. On the television side, Warner Bros. Television debuted such hits asย F Troopย andย The FBI. In 1967, an aging Jack Warner sold the Studio to Elliot and Ken Hyman, and it was renamed Warner Bros.-Seven Arts.Seven Artsโ association with the Studio was short-lived. In November 1969, Steve Ross and his Kinney Corporation purchased the company, and it became Warner Communications, Inc.
thanks to the beginning of the Harry Potter phenomenon (Harry Potter and the Sorcererโs Stone),ย Oceanโs 11,ย A.I. Artificial Intelligence,ย Cats & Dogsย and, internationally,ย Miss Congeniality.2004 was a history-making year for the Studio. Warner Bros. Pictures had its most successful year ever, with $3.41 billion in worldwide box office, which included $2.19 billion in overseas receipts, marking the first time a studio crossed the $2 billion mark internationally in a single year (it was also the fifth time domestically and seventh time internationally Warner Bros. Pictures broke the billion-dollar barrier). Contributing to this success wereย Harry Potter and the Prisoner of Azkaban,ย Troy,ย Oceanโs 12ย andย The Polar Express. WBTV was again the industryโs leading supplier of programming to the six networks, and Warner Home Video finished the year as the industryโs marketshare leader (for the sixth time in the preceding eight years).In 2012, the Warner Bros. Pictures Group grossed $4.3 billion at the worldwide box office ($1.66 billion domestic, $2.67 international) with both its domestic and international divisions crossing the billion-dollar mark for a 12th consecutive year, a feat unmatched by any other studio. The Pictures Group has exceeded $4 billion globally for four consecutive years, also a milestone no other studio has ever achieved. Despite challenging market conditions, Warner Home Video was, once again, the industryโs leader, with an overall 21 percent marketshare in total DVD and Blu-ray sales
In 2012, the Warner Bros. Pictures Group grossed $4.3 billion at the worldwide box office ($1.66 billion domestic, $2.67 international) with both its domestic and international divisions crossing the billion-dollar mark for a 12th consecutive year, a feat unmatched by any other studio. The Pictures Group has exceeded $4 billion globally for four consecutive years, also a milestone no other studio has ever achieved. Despite challenging market conditions, Warner Home Video was, once again, the industryโs leader, with an overall 21 percent marketshare in total DVD and Blu-ray sales.
Because the ultimate success of a multi-million dollar feature-length film often hinges on the quality of its marketing campaign, the process of research, determining a creative approach, finishing, and servicing should not be taken lightly. Especially when the average studio movie marketing budget costs around $31 million. And in no other piece of the marketing puzzle is this truism more strongly reflected than in the movieโstrailer, which serves as not only the flagship piece of the marketing campaign but the determining factor of style and tone for the remainder of the creative process.From aย Time Mazagineย article entitled โHollywoodโs promo reels are bigger, flashier and costlier than ever, but can you trust them?โ the author writes:
Because the process of trailer creation and production takes into consideration the many viewpoints of the stakeholders involved from filmmakers, directors, producers, star talent, and agents, to creative agencies, studio executives and even sponsors,ย the final piece is more than just a marketing tool but rather a true testament to the creative forces inherent within the filmmaking process.trailer recognizes the breadth of a feature movieโs complex relationships and interdepencies and capitalizes on these nuances to bridge together a look and feel that encapsulates the scope of the creative piece.Some of the traditional marketing tactics include screening trailers in theaters, running televisionย and radio spots, advertising in print via movie posters, billboards, newspapers, and magazines, and building a web presence through dedicated movie web sites, Facebook fan pages, etc. Some of the more recent marketingย tactics have run the gamut from worldwide scavenger hunts,ย flash-mobbing and viral videos toย alternate-reality games and iPhone apps.
According to Sue Kroll, theย worldwide director of marketing at Warner Bros., while trailers, TV commercials, and publicity are hugely important, social media provides an increasingly important forum for movie fans to share information, which allows for targetedย messaging. For example, to amplify talk about the original โHangover,โย Krollโs team created a Facebook app that enabled fans to upload photos that put themselves in the movie. One month after the opening, the page had 1 .8 million fans. By the time โHangover 2โณ rolled around, the pageย had over 12 million fans.ย Because of this, the team was able to utilize the page as a platform for debuting material and as such, it became an integral piece of their marketing campaign.Becauseย the delivery of a single messageย has become more complex over time due to the fragmentation of audiences, it is important to have anย Integrated Marketing Campaignย to tie everything together with one look and one voice across a variety of channels.ย ย The ability for aย marketer to efficiently create a mulfi-facted campaign that not just entertains but engages will have a direct impact onย bottom line results.
Direct-to-consumer for Warner Bros. started in 2009 with the intention of having consumers connect with the studio in a personal way, Edelman said. That endeavor has since resulted in a 14 million consumers worldwide in the studioโs database, a consumer loyalty program and the launch of several online endeavors: WBShop.com; Warner Archive, the studioโs manufacturing on demand business; Warner Archive Instant; and WBUltra.com, the studioโs Flixster- and UltraViolet-connected digital entertainment store.
