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The hierarchy-of-effects model and prelaunch forecasting

Research Paper • Jonathan Lee and Heungsun Hwang, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 368-385

Pre-release forecasting of the opening box office revenue allows a studio to prepare a more effective marketing campaign and budget allocation.

How Warner Bros built digital relevance for Bugs Bunny and Looney Tunes

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Warner Bros., the entertainment company, built digital relevance for its iconic Looney Tunes animation property through a test-and-learn approach to engaging consumers.

ODEON: Digital Customer Experience

Case Study • DMA (UK), Gold, 2020

ODEON Cinemas, a cinema company, set out to extend the emotive, joyful experience of a cinema visit all the way from the ticket booking journey to the point of consideration.

Sonic: Sonic the Hedgehog, Catch Him If You Can

Case Study • MMA Smarties, Bronze, APAC, 2020

UIP, Paramount Pictures' holding company in the Philippines, launched a campaign to improve fans' impression of the newly designed CGI character Sonic and promote to upcoming movie.

Jumanji, The Next Level: Taking TV to the Next Level

Case Study • Stephen Cooke, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Entertainment company Sony Pictures launched the second film in the Jumanji franchise in the UK through an integration with one of the country’s most popular reality shows.

Bumblebee: Let's bee together!

Case Study • Clara Chen, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Bumblebee, the new Transformers movie, was successfully launched with buzz and box-office success to a youth audience in Taiwan.

Paramount Pictures: Sonic the Hedgehog Speeds to Mobile Success

Case Study • MMA Smarties, Bronze, North America, 2020

Paramount Pictures, a film studio, launched an interactive mobile campaign to generate awareness and excitement for the upcoming film release of Sonic the Hedgehog.

Paramount Pictures: Sonic the Hedgehog Speeds to Mobile Success

Case Study • MMA Smarties, Bronze, X (Global), 2020

Paramount Pictures, a film studio, teamed up with AdColony, an advertising platform, to develop an interactive mobile campaign to generate awareness and excitement for the upcoming film release of Sonic the Hedgehog.

Harley Quinn, Birds of Prey: Showing Malaysians the world through Harley Quinn's eyes

Case Study • Jason Yim, Kiron Kesav, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Warner Bros, the entertainment company, created mass awareness of the niche Harley Quinn character for its launch of the Bird of Prey movie in Malaysia.

Consuming culture: Five shifts in media and entertainment marketing

Article • Nick Callaghan, WARC Exclusive, November 2020

A new report by Facebook identifies five trends re-shaping the entertainment industry.

PVR Cinemas: Alternate Content, the new king to drive footfalls at the cinemas

Case Study • SABRE Awards, Gold, South Asia, 2020

PVR, a film entertainment brand, reinforced its image as a consumer-centric brand that continues to bring alive unique experiences for a multiplex audience in India and showcased its products and offerings with its Alternate Content campaign.

How online games can help other entertainment brands to thrive

Article • Funto Debo-Aina, WARC Exclusive, September 2020

Discusses content partnerships between game and non-game entertainment brands.

Understanding post-lockdown entertainment habits

News • 12 July 2020

As well as introducing consumers to new digital media channels – from e-commerce to livestreaming – the COVID-19 lockdown may have a positive long-term impact on the number of people spending money on in- and out-of-home entertainment, research sugge

What the end of lockdown means for entertainment consumption habits

Article • Alex Brownsell, Event Reports, Lions Live, June 2020

A Vivendi study found that nearly half of global consumers expect their media behaviours to permanently change after COVID-19.

#AloneTogether: Culture in the time of COVID 19

Article • VAB, Research on WARC, June 2020

Details the high volume of social media chatter about TV during the COVID-19 pandemic, analyzing Twitter trending topics during evenings from March 16 – April 26, 2020.

How cinema can challenge the rise of in-home movie premieres

Article • Alex Brownsell, WARC Exclusive, June 2020

Advice for cinema companies on how to revive consumer interest in the medium after COVID-19 lockdown restrictions have been lifted.

Verizon Media: 5B

Case Study • SABRE Awards, Gold, North America, 2020

Verizon, a telco company, increased awareness of the first AIDS ward unit in San Francisco by creating a film promoted by various celebrities and influencers in the US.

The Daily Show Investigates The Secret Life of Pets

Case Study • AME Awards, Finalist, 2020

Universal, a film studio, teamed up with The Daily Show to promote the release of The Secret Life of Pets 2 in the US by releasing a film that showed what pets really get up to when their owners aren't there.

US, Films & movies Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the films & movies sector in the United States since 2007.

Two in five Americans will only feel comfortable outside in over six months

Data • Rob Clapp, WARC Data Points, April 2020

An overview of when consumers in the United States expect to feel comfortable doing out-of-home activities in the face of the novel coronavirus (COVID-19) outbreak.

Gaming influencers see highest YouTube engagement

Data • Rob Clapp, WARC Data Points, April 2020

An overview of YouTube influencer engagement by sector.

Jumanji, The Next Level: Taking TV to the Next Level

Case Study • Tamara Cross, Stephen Cooke, WARC Awards, Shortlisted, Effective Innovation, 2020

Entertainment company Sony Pictures launched the second film in the Jumanji franchise in the UK through an integration with one of the country’s most popular reality shows.

Global entertainment industry saw record revenues in 2019

News • 13 March 2020

Although the movie and cinema industry currently face hard times because of the coronavirus outbreak, new figures reveal that 2019 was a bumper year as the global entertainment market surpassed $100bn in revenues for the first time.

Ralph Breaks the Internet: Turning Ad Blockers into Ad Lovers

Rankings • WARC Media 100, 2020

Ralph Breaks the Internet, a film produced by Walt Disney Animation Studios, promoted the release of its new film Ralph Breaks the Internet among young audiences by hacking a gamer’s live Twitch stream and getting characters from the film to appear and cause chaos.

Coronavirus takes its toll on brands in China

News • 27 January 2020

The coronavirus outbreak that is causing alarm and disruption in China as millions of people travel for the Lunar New Year is also having a major impact on brands, both domestic and international, although many are stepping up to help.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about marketing on TikTok

Article • WARC Best Practice, April 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
Digital disruptors: The global competitive landscape of digital streaming services

Article • Euromonitor Strategy Briefings, June 2020

Looks at the current state of play of digital streaming services, including global profiles and prospects for the future.
Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.