Article
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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.
Case Study
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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.
Case Study
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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.
News
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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.
Rankings
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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.
News
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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.
Case Study
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Data and Marketing Association, Silver, 2019
The Walt Disney Company, a mass media conglomerate, used data to gain a detailed picture of consumer behaviour that would help it target audiences in the future.
Case Study
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Data and Marketing Association, Silver, 2019
WarnerMedia, a mass media company, developed an experiential learning programme for its employees in the UK to show them how to approach privacy regulation.
Research Paper
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.
Case Study
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MMA Smarties, Gold, Turkey, 2019
Men In Black, a film produced by Sony Pictures, was promoted in Turkey by creating banner ads that allowed users to have a smoother browsing experience by letting them kill cookie memories.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Paramount Pictures, a film studio, launched an interactive game in shopping malls across the US to raise awareness of its new film Dora: The Lost City of Gold.
Case Study
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MMA Smarties, Best in Show, Spain, 2019
Universal Pictures, a film studio, promoted the release of The Grinch in Spain by partnering with Amazon during its Black Friday event through a competition and personalised Amazon delivery bags.
Case Study
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MMA Smarties, Finalist, Indonesia, 2019
Mobile games publisher Gameloft joined with action movie Foxtrot Six to create an e-sports tournament based on its first-person shooter (FPS) game Modern Combat 5 to connect with millennials in Indonesia.
Case Study
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SABRE Awards, South Asia, Crisis/Issues Management, 2019
PVR Cinemas, an entertainment company, reached 18 million consumers and enacted action against a government proposal to allow outside food into cinemas in India.
Research Paper
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Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446
Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.
News
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12 July 2019
Movies that are targeted primarily at black audiences could also be promoted more extensively to different groups of consumers, a paper in the Journal of Advertising Research (JAR) has suggested.
Research Paper
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Morgan E. Ellithorpe, Michael Hennessy, and Amy Bleakley, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 158-170
Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.
News
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22 May 2019
Following the stellar success of DC and Marvel in migrating comic book heroes to the big screen, Sony Interactive Entertainment has launched PlayStation Productions, aimed at taking some of its most successful games to the movies and TV.
News
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14 May 2019
Smaller publishers are coming up with new business models in order to ride the wave of popularity that has been driven by big-screen adaptations of comic book heroes.
Case Study
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AME Awards, Bronze, 2019
Viacom, the multinational media conglomerate company, increased awareness of its new action film, Mission: Impossible - Fallout, in the US by emphasising its use of practical stunts.
Rankings
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WARC Media 100, 2019
Warner Bros, entertainment giant, engaged with a new market segment to promote its LEGO Batman Movie in the UK.
News
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27 February 2019
Movies are being taken to entertainment-starved audiences in rural India via an innovative movies-on-wheels project that is also enabling brands to speak to this notoriously hard-to-reach group.
News
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25 February 2019
The Walt Disney Co., the entertainment company, successfully leveraged its own unique marketing assets and a truly holistic communications strategy in order to turn “Black Panther” into a box office triumph.
Rankings
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WARC Creative 100, 2019
Alliance Française de Singapour, the non-profit promoting French language and culture around the world, encouraged viewers to recognise the diversity in French cinema through a humorous integrated campaign in Singapore.
Article
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Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018
The Walt Disney Co., the entertainment giant, built a hugely successful cross-platform marketing campaign in support of "Black Panther", a pioneering superhero movie.
