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| Author | Zoe Aresti |
Despite the reviews not being as kind as they could have been to DC Comics’ latest blockbuster, Suicide Squad, the movie has racked up £22.2m at the UK box office after its second weekend in cinemas.
This is largely down to the hype and hoo-ha created by Warner Brothers in the months leading up to its release and the unmistakable visual identity of the film that saw an onslaught of brightly coloured billboards and press ads launched to support a string of trailers and clips from the movie.
The first of those, in fact, has now amassed over 66 million views on YouTube and has clearly contributed to the film’s success in triggering a phenomenal social media and online buzz among young fans looking forward to the release.
What we can take from this is that the marketing for big blockbusters has become extremely powerful in an age of transparency and technological advancement when the professional critics are no longer necessarily the be all and end all to box office success. The argument is put forward perfectly in this Guardian article and offers plenty of food for thought.
But, as well as contributing to increased admissions, great film marketing can also strengthen the platform for brands to identify where they should be placed and which audiences they should be targeting on the big screen.
The Suicide Squad Gold spot was recently bought by Nike, which placed its Serena Unlimited spot alongside the movie, a perfect fit for a campaign promoting outgoing athleticism which audiences associate with the movie’s supervillain characters.
To see how you can tap into the right film for your brand visit DCM’s Now Booking page for details on upcoming releases.