Il Brand Marketing nel mercato dell’entertainment: il caso DC Comics
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Transcript of Il Brand Marketing nel mercato dell’entertainment: il caso DC Comics
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il brand marketing nel mercato entertainment
la sapienza -’roma, 10 marzo 2017andrea vidoni
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Il Mercato Entertainment in Italia
Il profilo del Moviegoer
Il Marketing integrato di una Franchise: il rilancio di DC Comics
summary
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# 1 THEATRICAL 18% of market • #1 in 2012, 2013, 2014, 2016 (WBI, Sony Pictures & Local Productions)
# 1 DIGITAL VIDEO 22% of EST/VOD market • #1 in all platforms
# 1 PHYSICAL VIDEO 23% of market (incl. Fox, Medusa & Lucky Red)
# 7 GAMES 5% of market
# 1 TV
# 2 CONSUMER PRODUCTS 8% of market • 130 licensees • 6000 WB branded POS
warner bros in italia
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RELATIVELY SMALL ENTERTAINMENT MARKET• € 9.86B in 2015 with overproportionately strong Free & Pay TV market @ 81%
ITALIANS GO MOBILE• 97% Mobile penetration & 35% double phones • Smartphones 66% (39M) • Tablets 22% (13M)
• Fast ramp-up of social media: 42% penetration • #1 in Europe by usage with 2h/day
SOFT BROADBAND DEVELOPMENT & HIGH PIRACY• Weak Broadband development: >4Mb/s only in 52% HH • Divide between North & South
• Unchallenged Piracy • 142M transactions p.a. vs 11.5M legal ones
TV STILL DOMINANT MEDIA BUT WEB IS SECOND• TV still potent media force: 75% penetration daily • Growth of non linear TV
• Web & mobile gain path, overpassing TV on 18-24 yo for reach & time spent
• Radio is a healthy media: 35M people reached everyday
• Print is declining, while Digital OOH is small but growing
il mercato entertainment
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Source: Cinetel, GFK, IHS, Univideo.** 2016 data are projections.
711 685 668716
757
609 618575
637 700
365321 299 315 302
244 221 204 234 263
23 26 31 32 42
0
100
200
300
400
500
600
700
800
2012 2013 2014 2015 2016**
GAMES(physical + digital)
THEATRICAL
VIDEO(physical)
MUSIC(physical + digital)
DIGITAL
€M
consumer entertainment spend
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IL Mercato Cinematografico
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Source: Cinetel. 2016 data are projections.
trend del mercato
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trend del mercato
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scenario competitivo
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scenario competitivo
TH DISTRIBUTION OUTLETS OF BROADCASTERS DOMINATE THE LOCAL MARKET - 52% controlled by Medusa owned by Mediaset; - 19% controlled by 01 Distribution owned by public broadcaster RAI
LAUNCH OF VISION – THEATRICAL DISTRIBUTION OUTLET OF SKY ITALIA AND 5 PRODUCTION COMPANIES (Cattleya, Wildside, IIF, Indiana & Palomar)
SEASONAL LOCAL MARKET – 90% of BO and 58% of films released from October to March
PROLIFERATION OF LOCAL FILMS CONGESTS MARKET GROWTH :- Increasing # of released films , from 125 in 2011 to 208 in 2016- Top 30 films represent 89% of Local Box Office- Only 7 titles over €5M- 92% of Local titles under €1M and representing 8% of the LPs market
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2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
1,254 1,209
1,165 1,130 1,112 1,071 1,074 1,062 1,063 1,070 1,151
1,211
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
2,981 3,058 3,087 3,0923,277 3,217 3,227 3,238 3,256 3,266 3,351 3,414
Source: Cinetel.
le sale cinematograficheSites
Screens
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20%
20%
2%2%
55%
VUE/The Space UCI
Circuito Cinema Cineplex
Others
TOTAL 2016 MKT GBO € 700M
EXTREMELY FRAGMENTED EXHIBITION MARKET• Largest Exhibition Circuit 20% of market • limited strategic partnerships to drive innovation
• 60% composed by 900 independent Exhibitors
• Regional divide: higher concentration of multiplexes in the North
il panorama degli esercenti
Source: Cinetel. 2016 is a projection.
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Source: Cinetel – March 2017
top 20 market grossers & franchises - 2016TITLE DISTRIBUTOR B.O. ADMs Quo Vado? medusa film s.p.a. € 65.365.655 9.367.977Perfetti Sconosciuti medusa film s.p.a. € 17.373.368 2.722.035
Alla Ricerca Di Dory (Finding Dory) walt disney s.m.p. italia € 15.165.354 2.404.581
Animali Fantastici E Dove Trovarli (Fantastic Beasts And Where To Find Them) warner bros italia s.p.a. € 14.915.495 2.243.389Oceania (Moana) walt disney s.m.p. italia € 14.293.745 2.249.071
Revenant - Redivivo (The Revenant) 20th century fox italia s.p.a. € 13.899.976 2.094.635
Pets - Vita Da Animali (The Secret Life Of Pets) universal s.r.l. € 13.311.829 2.275.093Inferno warner bros italia s.p.a. € 12.428.280 1.870.167Suicide Squad warner bros italia s.p.a. € 12.106.505 1.795.929Zootropolis (Zootopia) walt disney s.m.p. italia € 11.323.619 1.780.755Captain America: Civil War walt disney s.m.p. italia € 11.311.976 1.643.329
Batman V Superman: Dawn Of Justice warner bros italia s.p.a. € 10.561.006 1.553.148
Il Libro Della Giungla (The Jungle Book) walt disney s.m.p. italia € 10.433.499 1.641.894
Rogue One: A Star Wars Story walt disney s.m.p. italia € 10.204.165 1.429.976
Il Piccolo Principe (The Little Prince) lucky red distrib. € 9.492.296 1.519.676
L'Era Glaciale: In Rotta Di Collisione (Ice Age: Collision Course) 20th century fox italia s.p.a. € 8.718.996 1.437.061The Hateful Eight 01 distribution € 8.511.786 1.240.992Kung Fu Panda 3 20th century fox italia s.p.a. € 8.360.201 1.319.960L'Abbiamo Fatta Grossa filmauro/universal € 7.691.657 1.221.341Deadpool 20th century fox italia s.p.a. € 7.411.297 1.118.385
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2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
25% 25%
32%29%
23%
29%
36%
25%
31%
27%
21%
29%
CAGR (2010-2016)
-9%
Source: Cinetel. 2016 is a projection.
trend dei film italiani
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Source: AC Nielsen, Jan - Aug 2016
Tv76%
Radio7%
Newspapers2%
Magazines2%
OOH2% Cinema
0%Digital
9%
Tv Radio Newspapers
Magazines OOH Cinema
Digital
Total Cinematography Investments (Nielsen): € 39,3 millions
media mix of key distributors
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Gli altri mercati Entertainment
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home video fisicoPHYSICAL DECLINE FLATTENING Total Market € 302M in 2015
MARKET REVITALIZED VIA DISTRIBUTORS CONSOLIDATION: 3 STUDIO’s 61%
PROGRESSIVE REDUCTION OF PHYSICAL RETAILERS• 5 retailers cover 64% of Sell Thru market• Mass market retailers disinvesting – also Disney affected despite strong family appeal• Only 2 Entertainment Specialists left in the market
STRONG GROWTH OF AMAZON 16% of MARKET #2 CLIENT AFTER MEDIAMARKET
INVESTMENT IN SHELFSPACE STOPS DECLINE BUT INCREASES COST OF SALES
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home video digitaleDIGITAL MARKET SMALL € 31M IN 2015 GROWING: CAGR 11-15 +40%
• EST: 60% 2015 • VOD: 40% 2015
MAIN ISSUE LOW PENETRATION: 1,5M DIGITAL USERS • Upmarket & Early Adopters
56% OF MARKET I-TUNES & GOOGLE - ENTRANCE OF NETFLIX IN 2015 + SKY IN 2016
• Global Players unable to penetrate Mass Market – no platform promotion & advertising• Increasing pressure on content providers to reduce prices
DOUBLE DIGIT GROWTH OF LOCAL PLAYERS, BUT MAINLY THROUGH PROMOTIONS
“FIGHT-PIRACY-ACTIONS” WindowingSignificant Additional ContentMore Broad & User Friendly Legal Offers
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MARKET TREND: Hardware <+9,6%> Software <-14,8%> RETAIL CONCENTRATION: Gamestop 40%Digital & Mobile Games growingMAIN PLAYERS:
• Electronic Arts 21%
• Nintendo 11%
• Sony 11%
• Warner 9%
• Ubisoft 7%
games
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MARKET VALUE ESTIMATE: approx $ 150M in 2015
MAIN PLAYERS: • Disney 50%• Warner 9%• Hello Kitty 8%• 30 Licensing Agencies
IT’S A KIDS & FAMILY BRAND DRIVEN MARKET• Our Looney Tune still represent 50% of our revenues
consumer product
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Il Profilo del Moviegoer
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lo spettatore italianoPROFILO DEL MOVIEGOER, SOURCE OF AWARENESS E MEDIA MIX
Target 14-34 over represented vs media nazionale. Tuttavia, i 25-34 sono gli heavy users.
Fruizione del cinema indistinta tra uomini e donne. E’ il genere/film la discriminante per sesso.
Titolo di studio media superiore o laurea. Prevalentemente impiegato o studente.
Ascolta la musica e partecipa ad eventi live e concerti. Socievole, esce spesso. Food lover.Parla bene l’inglese.
Curioso , aperto alle novità, attitudine al rischio. Ama tenersi aggiornato.Interessi: lavoro/successo, vacanze, amici, praticare sport, cura del corpo.
Frequenta cinema multisala.Acquista biglietti online.
Shopper 2.0.Internet fonte di informazione.Possiede almeno 2 PC.
Non molto sensibile a sconti. Intenzionato a concedersi qualche lusso. Fa acquisti d’impulso. Early adopter.
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Il Marketing Cross-Divisionale di una Franchise Cinematografica
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WB Priorities
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Definizione di Franchise
Con Franchise definiamo delle Marche provenienti dall’Entertainment che si basano su Storie e Personaggi e nascono da Film, Games, TV Show, Libri ecc.
Una vera Franchise deve avere una grande ricchezza di Contenuti disponibili nell’arco degli anni, un potenziale dal punto di vista del Merchandising e inoltre:
•Produrre un adeguato ammontare di Ricavi•Avere una Fan Base rilevante•Essere Globale
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Franchise Management - Mission
Garantire, in un’ottica di lungo periodo e a livello cross-company,
il planning strategico e il management delle principali
franchise in modo da generare valore aggiunto per lo Studio.
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Establish DC as the ultimate, original & popular universe of super heroes across all the lines of business to drive our
Company growth
OPPORTUNITYTap into the rising opportunity of an increasingly broad & receptive audience:
• Italy is a brand obsessed market traditionally Kids & Family oriented.• Super heroes are historically weaker in Italy, but there’s a growing potential.
DC in ITALY
3-6 yo 7-9 yo 10-14 yo
84% 79% 95%
Boys: % Marvel fansBoys % Marvel fans
15-17 yo
18-24 yo
25-34 yo
35-44 yo
45-54 yo
81%77% 79%
74% 73%
Teens + Adults: % Marvel fans
Teens + Adults % Marvel fans
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Most loved super-heroes are Spider-Man, Batman and Iron Man.
Preferred villains are Jocker, Venom and Loki.
Brands are important and Marvel is the most popular. DC is well known esp. among Comics Fans.
Perceived Marvel Attributes: Ironic, Human, Real, Close.
Perceived DC Attributes: Gothic, Dark, Serious, Aspirational.
Higher identification with more “human” superheroes: that’s why they love Batman and Spider-Man over Superman.
Groups of super-heroes are enjoyed as Friendship is a key value.
Core fans are actively looking for content and want to be engaged in a more interactive way.
Cast is foundamental.
MILLENIALS V SUPERHEROES
Source: 2015 Qualitative Research Highlights
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THEATRICAL SLATE2016 2017 2018 TO BE CONFIRMED
OCTOBERJUNE
FEBRUARY
NOVEMBER
MARCH
AUGUST
All information, dates, logos subject to change without notice
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DC Comics Serie TV
recurrent 2016
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DC Comics Home Video
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Video GamesLEGO BATMAN BATMAN: ARKHAM
KNIGHT
NOVITÀLEGO E INJUSTICE
2
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Consumer Products
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Consumer Products• NOVITA’ SETTEMBRE 2016• DC SUPERHERO GIRLS:
una linea di action dolls, playset & role play firmata Mattel
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campagna media atlHUGE MEDIA CAMPAIGN
• Over 35.000 TV ads with placement on main tv events (European and Serie A Championship, Olympics, Moto GP).
• Highly impactful OOH with large formats in multiplex, dynamic outdoor in city centres and seaside resorts and video screens during summer music festivals.
• Radio campaign in cooperation with the Soundrack music publisher
DIGITAL DOMINANCE• Adv campaign on social networks, sports, entertainment,
videogames and music sites
• Activity with social influencers
IN CINEMA VISIBILITY• Trailer placement with placement on blockbuster titles• Big photo-op standees in 50 cinemas nationwide
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ISOLA DEL CINEMA – FAN EVENT COMICON NAPOLI
COSTUME EXHIBITION – EUROMA 2
events
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EURONICS
POSTEPAY
FAN ART CONTEST WITH UCI CINEMAS
RW EDIZIONI AND THE SPACE CINEMA
promotionsCARRERA
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SWEEPSTAKE ON PACKBATMANVSUPERMAN HV RELEASE
GAMESTOP
cross divisional activities
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influencer activity
5 Influencers5 Videos32 Posts2.048.090 Total Video Views
ANIMA LA SABRI GAMER
SIMONE PACIELLO ANTONY DI FRANCESCO
Selected influencers portray the movie characters.
GIULIA PENNA
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snapchat lens
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The movie was particularly appreciated by the cosplayer community on Facebook.
fans community
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We started the Euros campaign on the 30th May which is the day before all countries confirm their final squad selection. We released our ‘playbook’ video which mimics a pre-football match player run down. We have treat this video like a trailer drop and placed with Gazzetta.it media partners and on social.
euros playbook campaign
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T H E D C U N I V E R S E I S E X PA N D I N G
Had a winning opening weekend—the top Super Hero movie opening of all time. It was the biggest March opening ever, the biggest Easter weekend opening, and the top opening of all time for a DC Comics film.
March 2016
Suicide Squad brings together some of DC Comics’ most dangerous Super Villains on a mission to defeat an enigmatic, insuperable entity on behalf of the U.S. government.
August 2016
After making her big screen debut in Batman v Superman this spring, Wonder Woman returns to theaters in her first headlining feature film.
June 2017
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WONDER WOMAN
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U.S. RELEASE: November 17, 2017
INT. RELEASE: Q3 2017
ANTICIPATED U.S. RATING: PG-13
GENRE: Super Hero, Action,
Adventure
TARGET AUDIENCE: Teens / Adults
Continuing Warner Bros. vision of the DC universe, Justice League brings together 6 of the most iconic DC Super heroes for the first time on the big screen to combat a threat beyond each member's capabilities.
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HIGHLY ANTICIPATED SUPER
HERO RELEASEGLOBAL AWARENESS COMPELLING
MARKETING PLATFORM
JO IN THE LEAGUE
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Grazie!