Marketing Research

Film Production

Website MarketingThe official AVATAR website is a Marketing technique that has been utilized to the very peak. It advertises many tie-ins , special features of the film and information about the film. Once you enter the website you are greeted by an effective slide along bar which serves as your site navigation tool to explore the websites nooks and crannies. One of the many intriguing features of the website is the opportunity to create your own avatar as shown in the images below. This is all accessible from the easy manageable search bar.

The website contains News feeds, the story of Avatar and also film and product promotions such as trailers, videos and images. It also includes Videos of the Avatar game which came out in December of 2009. The website layout is extremely simple to use, greatly effective and the page is suitable for viewers of all ages.

The website launched on the opening of the first anticipated trailer, this gave the audience the first look in at the film,

To view trailer use hyperlink

Ubisoft James Cameron's Avatar joined hands with Ubisoft to create the official Avatar the game. The game was developed by Ubisoft Montreal and was released on multiple platforms including Xbox 360, PS3, Wii and the DS on the 1st of December 2009. It was announced by Ubisoft that it would be using the same technology as the film to be displayed in Stereoscopic 3D. As of May 19, 2010, the game has sold nearly 2.7 million copies.

The game was restricted by a certificate of 12, meaning that only peoples 12 or above were obliged to play it. This tie-in attracted much of its attention from the young fans of the film. The fact that it is a game based upon a film creates hype, even those who consider themselves not a gamer could be thrilled that a game is being release. However Ubisoft took a beating from reviews on the film. “With well over a billion dollars in box office money spent, James Cameron's magnum opus Avatar was 2009 unstoppable cinematic juggernaut,” this is but a quote from one of the many film fanatics of the legendary Avatar. From this information it was not unreasonable to think that the videogame tie-in might do reasonably well itself, basking in reflected glory. However once released the audience were enraged at the fact that yet another movie game tie-in was made decrepit.

On July 24, 2007, it was announced that Ubisoft would be developing Avatar: The game in conjunction with director James Cameron as he filmed Avatar. According to Cameron, "For the movie Avatar we are creating a world rich in character, detail, conflict and cultural depth. It has the raw material for a game that the more demanding gamers of today will want to get their hands on - one that is rich in visuals and ideas, and challenging in play."While Sigourney Weaver, Michelle Rodriguez, and Stephen Lang reprised their voices for their characters, Sam Worthington and Zoe Saldana, leading roles in the film, did not. The game was developed as an adaptation of the movie of the same name, with an original storyline and similar features. The developers had carte blanche from the movie. The idea originally came from James Cameron's daughter (Mary Cameron) and she thought it would be a good idea to create a game for the movie. The use of the film stars voices drew grand attention to the topic, this was widely publicised over forums, news pages and explained with greater depth on the website. The game was truly a magnificent tie-in which publicity was truly groundbreaking!

Toy Merchandise MarketingIn conjunction with the release of the epic Avatar, Twentieth Century Fox has launched a merchandising campaign that introduces more than 125 products, that encompasses the world of toys. This licensing will feature heroes, creatures and vehicles straight from James Cameron’s much-anticipated film, which is set for release in December 2009.

Mattel Inc. has created a line of high-tech toys with augmented reality for the Avatar action figures, creatures and vehicles that include a 3D web tag. Each action figure, vehicle and creature in the product line will come with a 3-D web tag, called an I-TAG, which consumers can “scan” using a home computer’s web cam.  Scanning the I-TAG will reveal special content onscreen unique to the corresponding product.  Exact content varies for each item, but could include biographical information, additional images and animated models of the figures.  When the I-TAG for deluxe figures, vehicles or creatures are placed under a web cam, animated 3-D models will “come alive” through engaging, evading or defending moves.  Place two I Tags from the “Battle Pack” together and the 3-D images will interact with each other. There is also a line of t-shirts, sweatshirts and tops that have been created for older boys and young men by JEM Sportswear and Awake Inc. through a licensing agreement with the film company. The apparel features the wild blue Na'vi, creatures and imagery from the world of Pandora. There is also a line of backpacks and bags.

Take the link to whiteness the new generation of toys.

The line of toys available for Avatar intentionally are targeted and are suitable towards children of 8 years or more. However the uniquely technologically advanced toys which use I-Tag are aimed for an audience of a higher age rating.

Lora Cohn, Vice President, Fox Licensing added, “This is going to be a ground-breaking moment for both film and toy with the introduction of one the most innovative 3-D experiences ever conceived.  Mattel has created the perfect complement to a film that is going to wow audiences the world over with its bold new vision.”“Augmented reality is a software solution that has significantly gained momentum and popularity with advertisers, retailers and marketers over the past several years because of its unique ability to engage consumers in their experience with a brand,” said Bruno Uzzan, CEO and co-founder, Total Immersion. “The launch of Mattel’s ‘Avatar’ toy line is truly groundbreaking, as this marks the first time augmented reality has been featured in a mainstream consumer product line.” These were the quotes used to describe the toys of Avatar, Avatar automatically gained masses ammount of publicity based on Mattel's line of Avatar toys.