Advertising Lessons Learned from the Summer Blockbuster
by Jillian Goodrich
Advertising Lessons Learned from the Summer Blockbuster
When you think of summertime, what comes to mind? If you’re anything like us, you’re probably thinking of cookouts, pool days, sunbathing, and cooling off with at least one trip to the theater to see a new, highly anticipated movie, right? The idea of the summer blockbuster has been around for decades, but did you know that the first one basically happened by accident?
Steven Spielberg’s iconic 1975 classic, Jaws, was originally slated for release around Christmas 1974, however, a number of production delays pushed its release back to June of 1975. In an effort to make lemonade out of lemons, Universal Pictures rapidly began licensing summery, heavily themed merchandise like beach towels and swimsuits, ran short ad spots during primetime television programs, sent copies of Jaws the novel to key “opinion holders” to help generate hype ahead of the film’s release and just like that, the summer blockbuster marketing strategy was born!
Since then, the studios behind movies like Grease, Top Gun, and more recently, Barbie and Oppenheimer have employed many of the same strategies to entice movie goers to line up around the block, buy a ticket, and beat the heat while contributing to their box office success. The best part is, there is a lot that we in the advertising community can learn from these techniques and apply to our own summertime marketing strategies to enjoy much of the same success!
Capitalize on the power of anticipation
According to a Screen Rant article, back in 2013, Marvel Studios already had a lineup of movies and subsequent marketing strategies planned out through 2021. Studios plan months, if not years, in advance for the release of their blockbuster hits and the most successful marketing campaigns are those that involve building buzz early on so that audiences are enticed to stick around to see their anticipation turned to satisfaction. Teaser trailers, Taylor Swift-esque “easter eggs,” and behind-the-scenes footage hold a lot of power to capture attention and convince moviegoers to mark their calendars.
If you want to adapt those tactics to play to the advantage of your own marketing campaigns, think about using social media teasers, newsletters, and blog posts that give away just the right amount of information to get audiences engaged early, and clearly demonstrate that they are leading up to an exciting grand reveal. Curiosity is a powerful motivator!
Following up on the original blockbuster, the JAWS sequel had one of the best taglines in marketing and movie history: “Just when you thought it was safe to go back in the water.”
Create emotional connections through storytelling
Take a second and think about your favorite movies – they’re the ones that evoke your emotions, pique your curiosity, tell a meaningful story, and really make you think, aren’t they? Take last year’s blockbuster hit, Barbie, for example. It drew in audiences looking for a whimsical, silly, nostalgic experience and ended up delivering so much more. Moviegoers of all ages decked out in their pink attire left the theaters having heard an inspiring message about female empowerment, following your heart, and the importance of the bonds between family and friends. It promised fun and it delivered just that, along with a compelling story – therein lies the magic.
On a smaller, more practical scale for the everyday marketer, customer success stories, content explaining the journey of how a product became what it is today, or poignant messaging that drives home the mission of your organization can really help create the emotional connections that increase customer loyalty, trust, and admiration for your brand. Make it personal!
Make the marketing its own experience
According to a recent article by G2, 84% of marketers believe experiential marketing is a crucial marketing strategy. Experiential marketing focuses on how customers perceive and engage with a brand and extends far beyond online content – think live events, themed merchandise, and augmented reality experiences.
When Barbie hit theaters last year, Warner Brothers invited fans of all ages to visit BarbieSelfie.ai to create their own personalized movie cover and take a trip to “Barbie Land, where you can be Barbie or Ken!” When Super Mario Bros came to theaters in 2023, the team behind the film created a fully functioning website for SMB Plumbing, the “company” founded by Mario and Luigi, which now functions as a hub where you can find places to stream or order the movie. No matter how large or small-scale the campaign, audiences love feeling like they get to be part of the story when they are being marketed to.
In your own advertising efforts, consider hosting in-person events, running promotional contests, and sending out exclusive themed merchandise to key influencers in your space. Whatever you can do to make the advertising jump off the page and become a little more tangible, do it!
The blockbuster big picture
At the end of the day, we all still want to feel a little bit of that summertime magic we felt as kids. That is in large part what the summer blockbuster is all about! Building excitement, making memories, and leaving an impact that keeps people talking for years to come. This summer, as you continue developing your next big ad campaign, think about how you can capture that essence to really make a splash. You’ll be well on your way to “box office” success of your own!