The marketing of modern blockbusters tends to kick off six or seven months before release, and by the end of 2017 viewers were wondering just where the Solo trailer was. The most impressive part of this was Verizon's Rogue One 360 Experience, which placed users in the cockpit of a Rebel starfighter.īut Solo was released against a very different context. The studio joined forces with five global brands - Nissan, Duracell, General Mills, Gillette and Verizon - to partner on an extensive promotional campaign. Lucasfilm released the first trailer in April 2016, but dialed back on the marketing until about eight weeks before the film's release. The franchise was fresh and new, and the idea of a Star Wars spinoff was unheard of. Rogue One was the most anticipated movie of 2016, in large part because it was riding the crest of Disney's reinvigorated Star Wars brand.
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