Brice Leonard, Kaedy Hess, Brittani Chandler, Howard

Kings, Tanner Kerley

Value

• Production

• Distribution

• Exhibition

• Consumption

Value

• Money

• Revenue

• Experience

Licensees

Benefits and Risks of Marketing

• Target audiences played main role in success• Batman had high consumer awareness• Helped generate high demand• Generated about $1 million• Batman Returns rated PG-13• Did have McDonald’s for sequel

Benefits and Risks of Marketing

• Concern about audience fit• Book was violent and not child friendly• Only one dinosaur in US media at the time• Barney had generated $100 million• Toys and replicas of “real” dinosaurs were

aimed at older children

Benefits and Risks of Marketing

• Sony releasing “The Last Action Hero”• Starring Arnold Schwarzenegger• Sony planned from action figures to video

games• Even rumored to put the logo on a NASA

space shuttle

Challenges in Merchandising

• Establishing a marketing campaign using toys, books, fast food, and special events.

Challenges

• Distinct logo created based on original book– Dinosaurs themselves could not be trademarked

so logo was needed

Challenges in Merchandising

• Worked with McDonalds to create a marketing strategy in the US and globally, using the entire menu, especially the dino size value meals.

• Commercial

• A fake news blitz was used to encourage excitement over the coming film, giving the JP team time to work out licensing deals and coordinate packaging and logos.

What is “Media Synergy” and “Film Franchise”?

Highlights

• What did Jurassic Park do to franchise the film?

• How did Jurassic Park use media synergy?