Promotion In Action: Brand Marketing Opportunities For Action Films

Action-fantasy has a tendency to be a huge hit on the silver screen, as it addresses an array of market segments. The heroic, toned leading man is everything the viewers want to be (or want their men to be), while the special effects are seamless and the fast-paced action keeps audience stimulated. Every child can revel in the fantasy, and a cult-like fan community almost always forms, especially with the promise of sequels. Some might say it’s not just a movie, but a lifestyle. With all the things action-packed fantasy movies have to offer, how can brands capitalize on the potential goldmine of opportunity in this genre?

By The Numbers

At a time when overall box office numbers are on the decline, films such as Clash of the Titans and 300 still draw in the crowds and the glamour. These two movies, along with Troy and Gladiator thrived in the US theaters, while John Carter and Prince of Persia garnered more international appeal, as shown in the following infographic by Rentrak. The information also addresses some of the leading men who contribute greatly to the draw: Films starring Brad Pitt, The Rock and Russell Crowe have accumulated billions in box office revenue, showing just how much they single-handedly may be driving the success of these action-fantasy releases. As we see it, a projected high-grossing film with a big-time lead actor is a perfect target for hyped premieres and promotion.

A strategic partnership with a movie release such as Clash of the Titans should therefore give a brand instant 'cool' factor. Events In Motion, Classic Party Rentals, and Designer8 are the companies credited for its Greek-themed premiere party decked in glamour. Press coverage on a promotion event like this would be a brand marketing jackpot for any other label who chooses to partner or sponsor it.

Battle Of The Brands

Prince of Persia: Sands of Time seems to have won the battle for publicized branded premiere coverage. The world premiere for its 2010 release featured sponsorship by Westfield London and Sky Movies HD, likely among a slew of others that may not have been as fortunate to make the tabloid photos. Sprint sponsored a Hollywood premiere event for the film, putting its brand stamp on the thriving action-fantasy bandwagon. Additionally, as this film series corresponds with a video game, tech giant Ubisoft jumped on the opportunity to affiliate with the Prince of Persia name by co-sponsoring a sweepstakes.

What brands do you think could benefit most from linking their name to an action-packed box office phenomenon? Continue the conversation in our comments section below!

Plan Of Action

If you're looking to plan a strategic promotion with a film, be sure to plan ahead based on your brand's goals. Remember that planning your promotion and partnership can help secure beneficial outcomes! 

It's proven - entertainment marketing works!  We conducted a survey to see what consumers and brand marketers think works, and what doesn't.  Download the results of the survey today to learn more!