Avatar's marketing campaign consisted/consists of:
- A website -
- A teaser trailer - simply a montage of intriguing shots and scenes from the film to grab attention.
- A normal trailer - containing the normal codes and conventions of A-A trailers.
- An interactive trailer - interactivity is a very useful tool as it can often be fun or interesting to use.
- Several posters - Placed at/on buses, bus stops, cinemas, etc. according to size, shape, and content.
The most notable merchandise includes:
- Various books about the film, ranging from sticker books to 'The Science of Pandora'. These cross-platform mediums can act as advertising, but most likely are generally aiming for extra revenue.
- Games, including chess, video games for several consoles, and a mobile game. Again, same as before, in terms of advertising and bous revenue.
- DVD and Blu-ray copies of the film, as well as special and collector's editions. These are useful for keeping the film in the minds of people after it has stopped being shown, so could be useful to prompt buying of more merchandise, or keep up popularity for sequels.
- Soundtracks, for people who enjoyed the music. This is particularly useful for keeping the film in the minds of the public as music can be listened to at any time, and will remind the listener of the film.
- Action figure toys of many of the characters, most notably several variations of the main characters in different attire or with different accessories. These were not kept in shops very long, indicating subpar popularity, but are still available to buy online.
I believe that the marketing stategy was reasonable, with good posters, trailers, and a website, as one would expect. It was all of a very high quality, and was released and advertised effectively, however, there was nothing inherently special about the marketing strategy, and for such a celebrity of a film, I think a creative and unique marketing ploy would have been useful, and could have further impacted upon the film's success.
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