Jurassic World: Marketing 22 Years in the Making

Posted: May 31, 2015 in Jurassic
Tags: , , , , , , , ,

lot of my paleontology friends/colleagues will roll their eyes as soon as they see this, so sorry. But by now I’m fairly certain it’s obvious to anybody who knows me that I’m super excited for Jurassic World to come out.  And part of the reason  has to be the marketing.

Today it’s fairly rare to have a super extensive marketing strategy for upcoming films. It happens, but not like it did in the 90’s. Between ’92 and ’94 Universal just dropped $62 million on marketing for Jurassic Park. That’s because besides a few other movies around then it was the only MAJOR film Universal was releasing. Film companies were able to just focus on one film each year in the 90’s. Nowadays companies have several big films coming out each year and they can’t afford to compete with themselves. So seeing Universal taking the time to really promote JW makes me extremely happy.

It’s actually really nostalgic to go in to stores and see the amount of promotional material. Posters, toys, bedding and clothes, party supplies, and food. Even Dairy Queen is having a JW promotion in June with the Jurassic Smash Blizzard. All of it really harkens back to the 90’s when the first two films came out. The promotion for JP and TLW seemed as big as the dinosaurs themselves. You hardly ever saw the same t-shirt twice. Burger King had TLW and McDonald’s had JP. Arcade games, board games, and home platform games. And the toys, GOD, the toys. Then there was Jurassic Park The Ride and Jurassic Park at Islands of Adventure which garnished their own promotions, the latter of which being graced with an entirely new toyline of classic JP toy repaints.

While there was promotion for JP3, it was nowhere near the extent of the first two films. And then, as we all know it went quiet for 20 years. When JP:3D was released and we saw a little bit of the classic marketing come back. A few standees, a BK promotion, and some new toys. For a rerelease that’s quite a bit, but obviously it wasn’t going to be anything big.

Then comes JW, and fans have been pretty damn lucky with the amount of merch we’ve been getting. A new arcade game,  food products (which so far include four different WalMart pizzas, three different Mike and Ikes candies, peeps, fruit snacks, Pringles, Dairy Queen, movie theatre popcorn buckets and cups,) toys from Hasbro (albiet kind of so so in quality,) bedding, other household items, books, games, a Barbosol partnership, clothes, and some really bad ass displays at stores and cinemas. Oh, AND a plethora of TV spots, clips, and trailers. On top of all of that JW has a pretty extensive viral marketing campaign- spanning over two websites, Masrani Global, and Jurassic World’s official site (which acts as if it’s a real place!) Seriously, this viral marketing has to be some of the most extensive that I’ve seen since The Dark Knight back in 2008.

With Universal have several major films coming out this year (some already) including Furious 7, Minions, and *gag* even Fifty Shades of Grey, I say that they’ve actually gone above and beyond with the marketing on Jurassic World. Everything about the marketing, and seemingly even the film itself, brings back that feeling I and I’m sure many others had in the 90’s seeing JP and TLW stuff in stores. It’s cliche but it really does bring back that inner kid. I love going to stores and seeing kids excitedly talk to their parents about the JW merch they see. It’s almost the same feeling I get seeing kid in museums. Knowing the effect JP had on me as a child, I can only imagine the future filmmakers and scientists that JW may impact.

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Comments
  1. […] Dark Knight was released in 2008.  And after months of build up from one of the most intensive marketing/viral marketing campaigns in recent history (which is actually continually happening throughout the films release […]

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