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EXCLUSIVE: Despite the sharp decline in theaters during the pandemic in recent weeks, Universal is standing strong with a strong global promotional campaign behind its DreamWorks Animation sequel. The Croods: A New Age which now opens in 2,211 cinemas.
While marketing spend for nationwide releases has recently been in the single-digit range, especially with theaters in ad hubs like New York and Los Angeles still closed, iSpot reports that Universal spent around $ 26. , $ 5 million for Croods: a new age TV spots to date. The depressed ticket sales we’ve seen in recent times stem from the low amounts of money that distributors spend to promote their films. Hopefully the exhibition and the national box office as a whole reap the benefit of Uni’s financial commitment to P&A this weekend.
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At this early stage, it seems that Croods: a new age is poised to make $ 1.8 million on day one (minus the Tuesday night previews), which by pandemic standards is a good start in a broken exhibition market.
What is unique about Universal’s promotional partners campaign for Croods: a new age is that it plays both sides of the theatrical and early release window of the PVOD photo, the latter of which dates from Christmas. Uni really turned up the volume here, maybe in a bigger way than Warner Bros did with Principle over the summer (okay, R-rated movies aren’t known for their list of promotional partners like family movies), with Croods: a new age get a huge push on the subsidiary tentacles of NBCUniversal in what the conglomerate considers its Symphony program (more on that in a moment). This is the first time that a Universal Symphony theatrical release campaign has anchored both a theatrical window and PVOD.
“Which makes Croods: a new age so awesome are the characters in the film, as well as its evolving family dynamic, ”said Jill Brody, SVP Global Promotions at Universal, of the studio’s approach to fielding advertising partners for the animated sequel. “We wanted to tackle this family audience.”
In the movie directed by Joel Crawford, the Croods come into contact with a new family, The Betterman, who have bigger and better things. The film deals with the theme of evolution… or not. For example, there is a scene which shows a character looking out of a window. It turned out to be a great opportunity for Universal to team up with flat-panel TV maker Vizio, playing on the comedic idea that windows were like the first TVs in the Stone Age. Vizio Croods 2 The campaign, which kicks off December 14, is set to garner 1 billion impressions with the winning photo on display on boxes of selected Vizio M and V series models, in addition to receiving a take on social media from the television manufacturer and in-store to national retailers.
True to the photo theme of fighting a more evolved society, Uni has teamed up with consumer neobank Chime, which is reaching 8 million accounts for a co-branded custom animated TV spot that began airing on Friday. latest. Chime provides financial services through its mobile app and has no physical branches, and it is known not to charge monthly fees or overdraft (it is associated with Bancorp Bank and Stride Bank, which are members of the FDIC that fund the bank accounts used by Carillon members). The Chime tie-in for The Croods: A New Age represents the first company with a large film studio. Chime’s paid media campaign is expected to generate more than 750 million impressions across television, digital and social media.
Watch the spot here:
It is very important to Universal that children can connect and engage with The Croods characters and bring them home. Therefore, Uni turned to Burger King, which is launching a line of six premium toys in its 7,500 locations on December 21. Approximately 5 million toys will be available in all, with the movie being promoted in the restaurant via toy posters, counter banners, menu decals, as well as an online banner on the website. Burger King children’s meal.
Jamba Juice, who hasn’t been involved in promoting films for some time, is also on the food side for Uni. Croods: New Age focuses on a utopian environment where cave people are surrounded by beautiful fruit and vegetable gardens. “The partnership with Jamba made a lot of sense from a creative standpoint, plus they’re targeting kids,” Brody says. Since November 10, Jamba has presented two Croods– smoothies for kids on the theme of their menu – “Sash’s Splash” and “Croodaceous Cooler” – accompanied by a personalized mug in their 7,500 locations coast to coast. Jamba Juice is promoting the film through organic social and digital ads as well as paid media until the end of 2020.
NBCUni has also teamed up with its neighbor at 30 Rockefeller Plaza NBC FAO Schwarz; the store offers a complete Croods resumption of its emblematic holiday windows. Window dressing began last Saturday and will remain in place throughout the holiday season, with 11 large windows showcasing key characters and moments from the sequel. Windows surround 49th Street and onto Rockefeller Plaza, providing a marquee display for The Croods: A New Age in a privileged vacation spot right next door Today studio.
Uni has started planning its global promotional campaign for The Croods: A New Age almost a year ago. Burger King was then booked as the burger chain needed time to craft all of the premium merchandise in the photo. It took Chime several months to put together the animation for his TV spot, while the studio’s conversations with FAO Schwarz began six months ago.
Universal’s Symphony marketing campaign for the sequel launched two weeks ago. On the sister Xfinity cable systems, there was a co-branded custom spot for the theatrical release and the home premiere. NBC, Telemundo and Bravo presented theme nights broadcast for Croods 2 featuring exclusive movie content and tune in to items. Croods: a new age also has high visibility in sporting events and NBCU vacation programs, including the Macy’s Thanksgiving Day Parade, The Purina Dog Show and Sunday night football among others.
And of course, there was a branding on NBCU’s news service Peacock with an animated Christmas log personalized with the Croods characters.
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