Sunday, April 29, 2007

Promoting a promotion


In my previous post, I discussed sequels. Eventually, this is the year of the ‘thirds’. The talk is all about Spider man-3, Pirates of Caribbean- the world’s end (third in the order) and Shrek -3. Each of these films has their own audience and they are all critically acclaimed. The makers consider them a safer bet because sequels don’t have the scare of losing at the box office easily. Marketing them is easier what with the previous versions doing really good and a lot of people already are familiar with the characters and have some idea of the plot to expect. It is better to have very high expectations rather than none at all.

Now, what is the stake of movies that are to be released without prior introduction? How are the makers going to create the expectations for them, competing with the sequels that are to be opened at the same time around? They really have to scream hard to get some attention and that is exactly what Disney and Pixar are trying to do for their latest release Ratatouille (pronounced as rat-a-too-ee), an original animated movie releasing in June.

Right from letting people familiarize the pronunciation of the title, to the plot line- (a rat called Remy wants to become a chef in a famous French restaurant. Rodents and restaurants-something that can never be together), extending to the challenges faced by the crew at the production and the crew itself, Pixar has left no stone unturned. The extent of their promotion strategies are none too familiar. They have to do it to stand amongst the giant sequels all of which are expected to have a cake walk.

To top it all, Pixar will be releasing a nine minute clip from Ratatouille to give the audience a glimpse of what to expect from the movie. Desperate move from the great story tellers, but the Pixar fans will only be too happy to see it. Come May 1, the clip will go public at Apple.com. What is more interesting is that, Disney will run a 90 second promotion material at prime time on American televisions, that will drive the audience towards the trailer that is to be released; a promotion for a promotion! Never heard of anything like that!

Come what may, we could only hope that the Disney-Pixar combo will entertain us as well as they usually do.


Some Images:

Image 1

Image 2


Videos:

Technical Ingredients - 48 mb

Trailer

Brad Bird-Podcast

Allegedly leaked out clip

Ratatouille contest and video player


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