20th Century Fox: Breaking the theatrical mould

J.Scott

This case study explains how 20th Century Fox promoted its movie 'The Book Thief' in Australia with a targeted approach, breaking away from the more common mass marketing in this category.

20th Century Fox: Breaking the theatrical mould

Campaign details

Agency: ZenithOptimediaAdvertiser: 20th Century FoxAuthor: J.ScottTotal campaign expenditure: $500 - $1 million

Executive summary

Box office success ultimately comes down to two factors;

  1. The type of film you're selling (an all-star blockbuster or not?)
  2. The competitive window (what other films are out?)

We had neither going for us. The Book Thief was a little-known Nazi war film about a young Jewish girl who steals books going up against Disney's star-studded Saving Mr Banksabout the beloved Mary Poppins and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands