Sunday, February 04, 2007

Marketing 101

So here's the scenario. The Superbowl attracts one of the biggest TV audiences all year. It's a marketer's dream to get their product or service in front of so many people. Disney buys time to plug their forthcoming cgi animated feature Meet the Robinsons and runs this commercial.

The family's sitting around the TV, not necessarily aware of the film until this moment. The commercial fails to answer two very basic questions. Who the heck are the Robinsons and why should we want to meet them?

13 comments:

Boris Hiestand said...

I haven't seen it yet, but I seriously doubt wether or not the film itself would answer those two questions either...

Anonymous said...

But , yo yo , we know it's hip and cool 'cause it's got a breakdancing dinosaur at the end.

Steve Schnier said...

It's a teaser. The point is to spread the idea that there's a new Disney movie coming out soon. We don't have to know what the movie's about because we know the Disney brand.

Mark Mayerson said...

I know it's a teaser, Steve. But shouldn't a teaser burn the title into your brain? Is it a worthwhile teaser if you can't remember the name of the movie because nothing in the spot related to it?

It's like doing a teaser for Toy Story, not showing any toys and just talking about the suburbs.

Steve Schnier said...

I know what you're saying Mark. But the Meet The Robinsons isn't a high concept movie. You can't get the idea across in 10 words or less. What they're saying is "Watch This Space" - because the Superbowl isn't the time or place for a big message.

Steve Schnier said...

I know what you're saying Mark. But the Meet The Robinsons isn't a high concept movie. You can't get the idea across in 10 words or less. What they're saying is "Watch This Space" - because the Superbowl isn't the time or place for a big message.

S. Stephani Soejono said...

On the contrary Steve, every other Pixar movie isn't "high concept" either. But the trailers that they make for it (esp. Since Monsters. Inc) really tickled your head. Remember that little teaser from Monsters. Inc when Mike and Sulley were playing charades and Sulley posed aas Harry Potter? That was pretty memorable. So was the Incredibles teaser when Bob is putting his super suit on.

Steve Schnier said...

Hello Stephani, to further your point, this isn't a Pixar movie. It's a Disney movie and they are simply selling the Disney BRAND. Is it wrong? Is it right? Who knows? The only truth in the entertainment business is "nobody knows anything". I'm sure they paid a big-dollar brain trust lots of money to come up with that ad. Is it the best advertising? No. Good word of mouth is best. For now, this is (probably) better than nothing. But who really knows?

Steve Schnier said...

Sorry Adriaan, I didn't work on it - or have anything to do with the production or marketing. I'm not even defending it. I'm just offering a different opinion. Sorry that your view is so narrow.

I did like the original book, though.

MrFun said...

I've seen "Meet the Robinsons," and I'm saying nothing.

However, next month the movie going public will have their say. Stay tuned.

David Gerstein said...

The theatrical preview for this film looked great, with the Bowler Hat Guy chewing up the scenery.
Now here we have a preview attempting to sell the movie on the strength and originality of... its semi-humanized animals, here portrayed in such a way that they remind me of other studios' recent CGI underperformers. They wear glasses and make wisecracks... I'm frankly surprised they didn't fart.
I really want to like this film, especially after what I've seen behind the scenes. But jeers to whoever is trying hard to make it look like a cheesy trend follower as opposed to a trend leader.

Anne-arky said...

"...But the Meet The Robinsons isn't a high concept movie. You can't get the idea across in 10 words or less."

That alone should be a HUGE warning sign. Any good movie, no matter how "high concept" should be able to sum itself up in a sentence or two, at most. Otherwise you're in danger of having a really gross, convoluded plot.

But then again, you could just fill it with breakdancing dinosaurs, and you'd be hip. :P

Anonymous said...

not all teasers have to be informative.

I for one, welcome a teaser that didnt give any spoilers.

I got a good feel for the type of comedy, some of the potential characters and how the gags would likely play out. That's enough for me to download it and watch and if i like.. i'll buy the dvd.

I'd say the trailer did its job, though others have done better; a jobs a job.

skoots