Pacific Rim opens nationally on the 11th, which means that Warner Bros is pushing their campaign hard. They have rented billboards on major arteries and nightspots to attempt to reach their target audience whilst they are in travel. Seeing as Pacific Rim is very much targeted at the 15-22 male age group, who statistically are not exposed to the usual mass marketing approaches, Warner Bros has had to turn to the public domain.
Billboards, posters in bus stops and train stations and posters on buses seem to be the only public form of advertising.
Posters can be seen with battle scenes appealing to their audience as well as the title of the movie and the release date. This ensures that passers by are easily and able to see what, where and when the movie can be viewed.
All of the posters no matter where they have appeared all have fight scenes on them, which I think shows Warner Bros is just appealing to the notion that males 15-22 only like violent movies. Which in my opinion, is a huge draw card.
The only problem with advertising on billboards is that you rely on the target market being in the area or passing by the area where it is. Even then, you are not guaranteed of them even seeing it. Billboards and posters play a huge part in Warner Bros IMC for Pacific Rim. It sits well with their other tools as they are all based on the premise of "show fighting and destruction and they will come".
OzTAM and RegionalTAM, Audiovisual Markets Television. Australia's Multi Screen report for Q1, 2012 shows tel. [Online]
Available at: http://www.screenaustralia.gov.au/research/statistics/wptvviewing.aspx
[Accessed 7 July 2013].
Susko, C., 2013. Taylor Square. [Art] (Oxford Street; Darlinghurst).
Brechtbug, 2013. Pacific Rim Times Square Film Billboard 2430. [Art] (Times Square).
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