Digital Marketing for Blockbusters: Analysis of different approaches taken by Star Wars, Kungfu Panda and Lost in Hong Kong to capture local movie fans and box office revenue

This paper explores the variations in the digital marketing efforts of three separate movie releases in China - Star Wars, Kung-Fu Panda, and Lost in Hong Kong - to capture local movie fans and box office revenue.
  • Star Wars, already a global sensation, felt pressure to replicate the success in China, however, the legacy of the franchise was missing; so the brand created a partnership that allowed Chinese viewers to watch the previous films online, and worked with a local youth celebrity to seed the content, and designed a mobile app to remove barriers to ticket purchase.
  • Kung-Fu Panda had enjoyed huge success with its two previous installments, partly because of its strong Chinese cultural elements; voiced by locally famous actors, digital strategy turned on the local fame to create a context in which to discuss...

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