12 Years A SlaveMarketing

Fact$ ‘n Figure$Budget: $17.1 million

Box Office: $187.7million

Distributed by: Lionsgate

Directed by: Steve McQueen

Screenplay: Chiwetel Ejiofor

USP’s: Adaptation of the 1855 novel

Traditional Marketing Techniques:

PostersMany different versions of different posters were distributed in many

places.

For example, there was a dispute (in Italy) as some posters released promoted the stars who were white, and not the main actor (who was black).

“I've been following the press for months and I can't wait to watch it but REALLY? I don't remember Brad Pitt being the protagonist of the film or having such a pivotal role in the story to stay in the middle of the poster”

Traditional Marketing Techniques:

Trailers

Trailer released on YouTube on 19th July 2013 (3 months beforethe release of the film).The trailer, uploaded by FoxSearchlight, has 4,211,439 views.

80% of YouTube users come from outside the U.S, so this helped to spread the film to countries other than the U.S.A

Other YouTube users then reviewed the trailer in preparation for the film’s release, giving their ideas about the film to their large numbers of followers.

Traditional Marketing Techniques:

Online ReviewsAs well as people reviewing the trailer, there were also online reviews posted of the film.

Most of these are very positive, which spreads a good word about the film and makes people more inclined to watch it.

CompetitionsThere were many competitions to get up the hype about the film, for example competitions to win a book and the soundtrack, along with others giving away copies of the DVD and such like.

This helped to get people interacting with the film and engaging with the marketing, helping the film to be shared around friends through word of mouth and on social media.

New Marketing Techniques - Facebook

There is an official 12 Years A Slave facebook page that has just over 850,000 likes. This page allows people to view content and leave feedback through community posts and comments.

The page also gives teaser trailers and promotes links to DVDs. Allowing page viewers to be easily redirected to sites where they can purchase the media content.

New Marketing Techniques - YouTubeMultiple trailers have been uploaded to YouTube by the distribution companies associated with this film. It is highly likely that FOX paid YouTube to feature their trailers at the start of popular videos.

People have also uploaded personal reviews of the film up to YouTube so that their subscribers can learn about this movie. This is a prime example of exchange, and is a technique that is commonly used online to promote a company's movie.

New Marketing Techniques - TwitterThe 12 Years a slave Twitter page does not have as big of a following as the Facebook page, but still contains valuable information regarding the films distribution.

Here is an example of how the Twitter page has been used to retweet a link to purchase the film.

The Tweets that the page uploads mentions other accounts and uses hashtags. These are all ways of increasing the likelihood of someone seeing this account, as the hashtags and pages can be used to redirect them to the 12 Years A Slave twitter account.

Use of stars12 years a slave cleverly enticed many a person by their use of stars; their cast containing some world renowned actors.

Though a very serious film, no matter what sort of character, fans will view a film if their favourite ‘eye candy’ actor is featuring.

Brad Pitt - Top notch actor for many years most famous for his roles in films like Fight club, mr and mrs Smith and Se7en. Whilst truly being an amazing actor he also has the women (and some men) swooning.

Chiwetel Ejiofor - Though his main recognition for acting was in 12 years a slave people knew Ejiofor before this for his roles in films such as kinky boots and 2012.

Benedict Cumberbatch - Cumberbatch made a big name for himself in the uk when the TV series ‘Sherlock’ started. People liked his quintessentially british charisma and became loyal to his features in later films such as 12 years a slave and the imitation game.

How effective was the campaign?

The budget for this film was $20 million.

It made just over $180 million worldwide.

The campaigning was successful as it made a drastic amount compared to its budget and stayed in cinemas for just under 8 months (America).