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Connecting with audiences ‘where they are’ to achieve box office success

Universal and eOne Entertainment

Connecting with new audiences

With the emergence of new entertainment streams in the last decade and competition for the ‘entertainment dollar’ more fierce than ever, movie distributers need to find new and innovative ways to reach their audiences and cut through the noise.

The key business challenge for Universal Pictures and eOne in Australia is to quickly build awareness and encourage discovery of new movie launches in a highly competitive environment. Additionally, every movie launch is unique, targeting a unique audience depending on the genre and content of the film, this means the local team needs to be able to act and react quickly to a constantly evolving brief. Movie franchises such as Fast & Furious, Jurrasic World and Despicable Me have become brands in their own right and present a unique set of challenges from the traditional ‘set-and-forget’ approach to launching movies.

We collaborate closely with the team at UPI Australia to develop bespoke and integrated ideas and campaigns which connect audiences with the movies. We use a very agile approach to social by design campaign creative and content production. The desired outcome is to quickly build awareness, intrigue, interaction and hype across TV, digital and social media, providing ways for audiences to experience and share in the lead up to movie launches.

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