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Marketing Lessons You Can Learn From a Night at the Movies

By | May 22, 2012

You’d have to be living under a rock not to have heard about the highly-anticipated release of The Avengers movie. In its opening weekend alone, the superhero film pulled in more than $700 million dollars. With money like that flying around, there’s got to be a marketing lesson in there somewhere.

Not long ago, this same hype surrounded the release of The Hunger Games. So, what is it that made these two movies such marvels in the box office? While Robert Downey Jr. and Scarlett Johansson may want to take credit, the real stars of these films were their marketing staffs.

These films did more than just bombard people with billboards and television commercials; they incorporated social media, interactive games and targeted outreach.

The Avengers

The Avengers had several previous superhero movies to build hype for their epic film, but they didn’t let that make them lazy.

To target the younger crowd of comic fans, they created Facebook games that allowed users to become the characters in the film and share scores with friends.  To capture more mature audiences, they used apps and QR codes to showcase trailers and exclusive content. To create a new generation of comic-book fans, they released an entire collection of exclusive toys on Wal-Mart shelves.

The Hunger Games

Similarly, The Hunger Games employed a range of marketing tactics. From perfectly placed trailers during major broadcasts to an all-out social media attack, the strategies used by this marketing team proved to be more successful than they could have imagined.

Before the premiere of the film, marketers targeted younger audiences through Facebook apps and games, mass Twitter coverage and blogging. Tweens were already interested in the novels, so starting this dialogue before the film was released helped marketers grow a larger dedicated following.

Once the film was released, these same fans used social media outlets to rave about the film, compare the novel and share insights about what they think is to come.

So, what’s the number one thing you should take away from these box office breakthroughs?

By diversifying your marketing strategies and creating campaigns that target every key area of your demographic, you can grow a larger following.

Ready to employ these tactics in your next marketing campaign? As Effie Trinket would say, “May the odds be ever in your favor!”

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About Angela Verlei

Angela Verlei is a Senior Content Strategist at Fathom, and has been working as a copywriter with the company for more than three years. She is a graduate of Baldwin-Wallace College, and her experience leans toward the creative side of content creation, SEO and marketing. These skills have steered her to become the lead e-commerce and retail writer at Fathom. Angela specializes in guiding the creation and delivery of cohesive and creative content strategies to exceed client goals. Outside of the office, Angela enjoys using baking and scrapbooking as an outlet for her creativity.


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