4 Unusual Marketing Techniques That Made 'The Grand Budapest Hotel' A Box Office Smash
Citation
Valleskey, B. (2014, April 25). 4 Unusual Marketing Techniques That Made 'The Grand Budapest Hotel' A Box Office Smash - 21st Century Fox (NASDAQ:FOXA). Retrieved February 18, 2015, from http://www.benzinga.com/news/14/04/4499882/4-unusual-marketing-techniques-that-made-the-grand-budapest-hotel-a-box-office-sm
Summary
'The Grand Budapest Hotel' took a different route in advertising and marketing the film. Usually, most films get marketed through traditional media, but recently the internet is taking over that role dying out television. The internet is where you have the most amount of access to a variety of media. Fox Searchlight went ahead and took four unusual marketing techniques that brought them to their fame. First, they started out by creating a promotional website of the made up country, Zubrowka. 'It features college-style lessons about the history and tourism industry in the made-up country, including “The Republic of Zubrowka Before the War: A Central European Case study of Social, Political and Cultural Upheaval.” The design and style of the website reflect the artistry and theme of the movie'. After they created a art collection on eBay of the various props used in the film and gained a lot of profit from it. The music supervisor, Randall Poster, made a Spotify playlist with songs that he felt represented each character. In the film, there's a baker who has a 'secret' recipe for a certain signature treat, so the produces decided to post Youtube video of a step by step demonstration as to how to make the made-up pastry along with promoting the film itself.
Quotes
• "Not only did the movie have the highest-grossing opening weekend for a limited release in history, but it has also grossed more than $100 million globally -- by far the most of any of Anderson's films"
• "Fox Searchlight, a subsidiary of 21st Century Fox (NASDAQ: FOXA), and the film's production crew opted out of a large amount of traditional television advertisements and instead went for techniques that appeal to a more Internet-driven audience"
• "Fox Searchlight even created a faux educational website about the made-up country of Zubrowka"
• "Fox Searchlight, a subsidiary of 21st Century Fox (NASDAQ: FOXA), and the film's production crew opted out of a large amount of traditional television advertisements and instead went for techniques that appeal to a more Internet-driven audience"
• "Fox Searchlight even created a faux educational website about the made-up country of Zubrowka"
Reflection
After discovering the different techniques used to promote this film, I truly admired it. Currently, television and other traditional medias are dying down while the internet is taking over their former roles. I think taking this path for marketing opens up a lot of eyes as to how many productions can reach their audience. I feel like many film production companies are afraid to step out of their comfort zone and just stick to the conventional way of advertising. Many, in my opinion, don't realize how powerful the internet really is and should take more advantage as to what it offers. The film's production crew did a great job in finding these new techniques and using them to their disposal.
After discovering the different techniques used to promote this film, I truly admired it. Currently, television and other traditional medias are dying down while the internet is taking over their former roles. I think taking this path for marketing opens up a lot of eyes as to how many productions can reach their audience. I feel like many film production companies are afraid to step out of their comfort zone and just stick to the conventional way of advertising. Many, in my opinion, don't realize how powerful the internet really is and should take more advantage as to what it offers. The film's production crew did a great job in finding these new techniques and using them to their disposal.
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