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07h36 PDT on 20/07/2018
by
Chris Thilk
Universal focused on singing and dancing (with a bit of mystery of character).
In 2008, Mamma Mia adapted the genre "musical jukebox" to the screen, telling how Sophie (Amanda Seyfried) was trying to find out which of Meryl Streep's former mother Lovers was his father in the songs of Swedish pop band ABBA. The film reached $ 609 million at the global box office thanks to its light sound, catchy tunes and charming cast.
Now, 10 years later, Universal brings the sequel Mamma Mia! Here We Go Again at the theaters. Seyfried returns like Sophie, now pregnant with her own child and wondering how she will manage a family. She begins to learn about her mother's younger days, including the three men she was involved with at the time. Lily James plays the younger version of Donna.
Projections opened the film about $ 30 million – $ 35 million, which would put it about $ 14 million the first weekend of the original and slightly higher than Denzel Washington's expectations. 2 from Sony this weekend. Comments were quite nice, with scores of 80 percent cool and 61 percent favorable on the Rotten Tomatoes and Metacritic aggregators.
This is how Universal launched the marketing for the musical suite:
The Posters
A pair of denim overalls hangs a pylon on the first poster, a reference to the favorite wardrobe choice of Donna and recovery seaside location of history. That's pretty much all for the visuals because the only other item on the sheet is the meaningful distribution list.
The entire cast is pressed on the pier for the theatrical poster, mixing those who play the current versions of the characters with those of the flashback period of 1979. There is no slogan or other information apart from the title, so the studio clearly hopes that all will be enough to attract people.
The Trailers
Sophie walks along the water as the first trailer (8.7 million views on YouTube) opens and we see her is pregnant and turns to her old friends for support. This leads them to tell everything about Donna's story when she was Sophie's age and the different little friends and beguines that she had when they were all younger, before Sophie was born . It's essentially a great montage accompanying a self-discovery journey. Finally, at the end, a surprise visitor appears in the form of Sophie's grandmother
This trailer was released last December before Pitch Perfect 3 showing Universal believed that it there was significant overlap in the audience.
The last trailer (5.2 million views on YouTube) of May most of the time takes the same story, showing how Sophie tells the adventurous story of her mother. There are some extra scenes, but not many others that are different from the first.
Advertising and Advertising
A commercial broadcast during the broadcast of the Grammy Awards in January, about a month after the first trailer. He was clear about the elements of the story, but found that Sophie was pregnant and that the audience could expect heavy flashback movies. The main purpose of this place was not only to reach a musical audience, but also to confirm that Cher would make an appearance.
Dear was again in the honor when she appeared at the presentation of CinemaCon in April, following a presentation of scenes from the film with a performance of "Fernando" and other songs. There was also a featurette that spoke of the impression she made on the set and the wonderful way of hearing her sing.
Other featurette videos included the importance of "Dancing Queen" in the story, the great "When I kissed Master", as the costumes were fabulous, how lucky everyone was to come back for more and more.
Because Donna's youth is a big part of the movie, there were also some backstage videos introducing the singing group that she forms with her friends and how she met and trained relationships with his three boyfriends.
Overall
While she is on the bill, the lack of Streep in the trailers was remarkable, suggesting that Donna died in the sequel, something that the rest of the distribution was cryptic during the advertising cycle.
Mostly Universal sought to focus on singing and dancing, presenting the film as a slight return to some old characters who can serve as an antidote to the constant barrage of superheroes and other shows. We hope that this message will be strong enough to come out The Equalizer 2 but also all that the new spectators and those who come back consider to see Ant-Man and The Wasp Jurbadic World: Fallen Kingdom or Skyscraper this weekend.
Chris Thilk is a freelance writer with 15 years of experience in the social media and content marketing industry.
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