Star Wars: The Last Jedi

Stars Wars –The Last Jedi adventures has been a film that was advertised in posters, social media platforms, newspapers and magazines. Basically, color is a significant component in advertisement to make a brand attractive and appealing to the audience. Stars War: The last Jedi uses a red color, which is more attractive to males between the ages of 30-50 years as the primary targeted audience. The film’s trailers are based on a story of a hero’s awakening and a form of antagonism between light and dark. The film uses effective strategies in marketing, such as, posters, newspaper pages, and social media platforms to create awareness about its release.

Nissan is one of the brands that has helped promote Star Wars: The Last Jedi. They hosted a Twitch tournament featuring popular broadcasters having a competition versus one another behindhand a wheel of a Nissan Leaf (Gazdik, 2017, P. 5). On top of that, the competitors navigated on “galaxy” and overcome other challenges. Some of the stars explicates the safety features on Maxima, Nissan Rogue and, Titan Vehicles (Duran, 2017 P. 67). Furthermore, Nissan Altima was related to other characters in the Star Wars. Nissan recognizes the need to use pop culture credentials as the main driver assistance technologies. The first commercial, “teaser”, was meant to promote future technology in locomotives. 

According to Keller (1994, P. 195) marketing communication is the model in, which companies attempt to persuade, inform, and remind the targeted consumers about their unique brands. In the contemporary world, digital revolution has resulted to changes on how marketers communicate with their targeted customers. Advertisement is any paid form to enhance promotion of ideas, services, and goods. It is one of the most effective ways to create a favorable brand association and elicit a positive judgment (Keller 1994, P. 196). Star Wars used different models, such as, social media platforms, newspapers, and television to advertise the film. A modern marketing program can consist of magazines, radio, television, and sponsorship.

According to Keller (1994 P. 197), promotions are a short term incentive to encourage the use of a particular product or service. Consumer promotions are meant to change the quantity, choices, and timing of consumer purchases. Keller, (1994 P. 196) affirms that some companies can use financial incentives and discounts to facilitate the sale of a particular product.  Star Wars used content marketing to ensure that the fans would want to watch the film after its release. Disney has a comprehensive understanding on how to build hype and engage the audience. Similarly, public relations is an effective strategy to protect a product’s reputation and its products (Keller, 1994 P. 197). Stars Wars was committed to attract a strong clientele base to market the film. It is clear that Disney used effective marketing to inform and persuade potential consumers about the brand 

According to Duran (2017 P. 6), Disney used Instagram to market the trailers of Stars Wars: The Last Jedi film. The use of social media platforms was an effective means to create an effective content marketing web. Just like other trailers, the main focus was on the struggles of Young force users. In an Instagram commercial, Disney shows an image of Rey, a character, in the film in a red cloak. Based on the shared photos, it is insinuated that Rey was making a dark turn in the film (Duran, 2017, P. 4). It is clear that Instagram media is composed carefully to hide the mistakes in it. In the shared photo, the heads layout is on the lower side. 

Additionally, Disney used posters to create awareness to the public about the release of the film. One of the posters shows Luke as he overlooks an order of former apprentices and other characters. Notably, the poster is attractive and has an image of Rey as one of the main characters in the film. On top of that, the poster contains a few X-wings, Millennium Falcon, and a porg perched on Chewbacca’s shoulder (Duran, 2017 P. 3). Therefore, the film is one of the ongoing Skywalker saga. On the background of the poster, Disney uses red color to make it attractive and appealing to the eyes (Mendelson, 2017, P. 4). One of the most effective feature in the film is the use of villains and heroes. The Imax Poster is an outstanding poster to market the film. It has a black, red, and white colors to portray the main ideas in the film. At the center of the commercial, Disney used the images of outstanding characters to ensure that it is attractive to the fans of the movie.

Disney has attracted top companies to market their products around on the Star War Franchise. Commercial partners have an obligation to find effective mechanisms to enhance return on investment. Stars Wars was announced through social media platforms, such as, Twitter and Facebook. Most fans perceived the announcement as subtle and straightforward. The red colour in the film’s logo creates controversy for Star Wars (Ward, 2017, P. 7). The marketing of an upcoming film through a piece of music would help to promote the new album in an opportunistic manner. The marketers announced a release of the Star Wars: The Last Jedi in the last month of 2017. According to Thilk, (2017, P. 7), the main sponsors, Philips, Volvic, Cereals Partners, and O2 priority have been the main sponsors to the film.

The Last Jedi is one of the important depictions for the Disney and Lucasfilm. The eighth chapter facilitated a total sale of 450 million tickets on a global scale (Ward, 2017 P. 43). The main idea was to affirm Disney’s strategy to reboot franchise for the new fans (Mendelson, 2017 P. 6). The film has long been on its own league. The company used digital presales as strategies to market the film. Digital marketing was an effective strategy to encourage the clients to view the film. It established other marketing strategies through social media platforms (Berean 2017, P. 67). Disney had to partner with the Nissan Company as to facilitate the marketing process.

Disney used magazines and newspapers to market The Stars: Last Jedi film. The main idea was to ensure that every person would have information about it. The advertisement strategy ensured an effective exposure of the film (Berean 2017, P. 5). The company used a newspaper page to create awareness about its release and ensure that most of the audiences would be more willing to read about it. In the page, the company shows legends as an effective strategy to attract the attention of adult males as the core targeted audience. According to Keller (1994, P. 43) most people are likely to read a newspaper in a day. For this reason, most of them are more likely to have read the advert about the release of the film.

Recommendations

Stars Wars: The Last Jedi is an outstanding film in the market. Although its advertisements on its release are attractive and appealing to the audience, the filmmaker could have embarked on effective strategies to make it more effective (Keller, 1994 P. 196). One of the changes I would make would be to change the structure of the trailers. Initially, they were made in a ways that would have scared the fans. Some of the audience of the commercials were not happy based on some of the misleading information in the advert. Therefore, I would ensure that I modify the content to ensure that the audience can believe in the content of the commercials. Lastly, I would recommend the use of promotions and discounts to retailers and distributors to facilitate the sale of the film (Keller 1994, P. 197).

In conclusion, Stars Wars: The Last Jedi was an outstanding film. It used different marketing strategies, such as, posters, social media, and newspaper advertisement to market it to the targeted audience. In the posters, the film used a red color on the background, which is attractive and appealing to the adult males audience. Therefore, I would recommend a modification in the content of the trailers to ensure that the content would spread everywhere. The film’s company would have placed its posters on Facebook and instagram to ensure that more people would learn about the release of the full film.

References

Berean, M. (2017). Marketing For A New Generation – How The Last Jedi Crushed The Box Office. [online] Digital Agency Network. Available at: https://digitalagencynetwork.com/marketing-for-a-new-generation-how-the-last-jedi-crushed-the-box-office/ [Accessed 23 Apr. 2018].

Duran, H. (2017). ‘Star Wars: The Last Jedi’ Marketing Brings The Galaxy Far, Far Closer. [online] AListDaily. Available at: http://www.alistdaily.com/visual-id/star-wars-last-jedi-marketing/ [Accessed 23 Apr. 2018].

Gazdik, T. (2017). Nissan Renews Star Wars Partnership. [online] Mediapost.com. Available at: https://www.mediapost.com/publications/article/309693/nissan-renews-star-wars-partnership.html [Accessed 24 Apr. 2018].s

Keller, K.L., 1994. Integrating marketing communications to build brand equity (No. 1285). Graduate School of Business, Stanford University.

Mendelson, S. (2017). Star Wars’ Box Office: ‘Last Jedi’ Has A Key Advantage Over ‘Force Awakens. [online] Forbes.com. Available at: https://www.forbes.com/sites/scottmendelson/2017/12/07/box-office-one-key-reason-star-wars-the-last-jedi-might-overperform/#303682954b81 [Accessed 23 Apr. 2018].

Thilk, C. (2017). How Disney Managed the Tricky Marketing of Star Wars: The Last Jedi. [online] Adweek.com. Available at: http://www.adweek.com/creativity/how-disney-managed-the-tricky-marketing-of-star-wars-the-last-jedi/ [Accessed 23 Apr. 2018].

Ward, N. (2017). A Successful Marketing Strategy Idea from Star Wars: The Last Jedi. [online] Stern Strategy Insights. Available at: https://insights.sternstrategy.com/successful-marketing-strategy-star-wars/ [Accessed 23 Apr. 2018].