Marketing strategiesMarketing strategies – – Anna Karenina & The Dark Knight Anna Karenina & The Dark Knight

RisesRises

Anna KareninaAnna Karenina

Anna Karenina stuck by traditional ways of marketing (reflecting the film) – posters and trailers.

Social mediaSocial media

Similar to The Dark Knight Rises, social media has been integrated into the official website.

FacebookFacebook

Apart from Facebook Anna Karenina hasn’t been advertised much on other social network sites. It contains links to reviews and to the official website.

Newspaper reviewsNewspaper reviews

There wasn’t really much information on the film in newspapers themselves, but online newspaper reviews on websites such as The Guardian and The Telegraph helped to promote it.

TrailersTrailers

The are trailers for Anna Karenina on multiple websites to advertise the film including YouTube, however there isn’t a YouTube channel. Vue cinema released exclusive content and smaller trailers from parts of the film to promote it.

The Dark Knight RisesThe Dark Knight Rises

Social media on official websiteSocial media on official website

Social media has been integrated into the official website for The Dark Knight Rises – buttons linked to Facebook, Twitter etc, attract all types of audience as social network sites are used by people from around the world and of all ages.

Tumbler Design AppTumbler Design App

Warner Brothers offered an app which allowed people to design their own Tumbler to make it look like Batman’s vehicles. Users could then share and rate each others designs.

Video content marketingVideo content marketing

Warner Brothers released a thirteen minute video on YouTube containing fragmented film footage. This was in addition to trailers and teasers.

iOS App – ‘Augmented Soundtrack iOS App – ‘Augmented Soundtrack Experience’Experience’

The Dark Knight Rises Z+ is a free app created for iOS devices. It contains over 2 hours of audio and featured a recording of Hans Zimmer and Christopher Nolan discussing the film.

FacebookFacebook

The Dark Knight Rises marketing team shared content about the film several times per day on Facebook including photos, early reviews, previews and the promotion of apps. Facebook acted as the main strategy, promoting other strategies.

Twitter campaign Twitter campaign

A viral campaign was presented as a Gotham City police investigation where users had to find Batman graffiti all over the world to unlock still frames from the third trailer.

ConclusionConclusionAnna Karenina and The Dark Knight Rises both had different budgets (TDKR - $250-300 million & Anna Karenina - $30 million) and different target audiences.

There was far more advertising for The Dark Knight Rises and in a variety of different forms. Anna Karenina stuck to traditional ways of marketing which would also reflect the film and the target audience (40-50 year old women) whereas The Dark Knight Rises reflected modern times with apps for Apple devices, internet campaigns and social network site campaigns. If Anna Karenina had used a wider variety of marketing techniques, especially online, then they could have attracted more audiences.