Though not a fan of the WSJ, they sometimes have interesting articles. Their latest involving The Force Awakens gives some interesting statistics.
The gist of the article is that Star Wars: The Force Awakens hasn’t had to spend nearly as much in marketing expenses as a typical blockbuster due to its anticipation by fans.
Through midday Monday, Walt Disney Studios had spent $17 million on television ads for “The Force Awakens,” according to iSpot.tv, a TV advertising research firm, though that number is expected to rise significantly in the days before the film’s release. For some of the year’s most aggressively advertised films, including “Mad Max: Fury Road,” “Mission: Impossible—Rogue Nation” and “Ant-Man,” studios spent about $30 million on television time for each, according to iSpot.
This is fascinating, though not unexpected. Given how much exposure they get through social media (The trailer received ~ 100 Million views within 24 hrs of being shown outside of its appearance on Monday Night Football).
Also helping the movie indirectly: $51 million in TV ads through Dec. 1, according to iSpot, by companies selling “Star Wars”-themed products that aren’t directly tied to “The Force Awakens,” including Wal-Mart Stores Inc. and Electronic Arts Inc., as well as Disney’s own videogame unit.
No surprise here. We’ve been seeing Star Wars Macaroni ads for weeks now. But that all contributes.
Across three trailers and 12 TV commercials, it has shown less than six minutes of footage from the two-hour-and-16-minute film, a person involved in the campaign said.
“That’s extremely low,” said a marketing executive at a rival studio. “Twelve-to-15 minutes is the average.”
This is a bit amazing to think. However, it is true – most of the footage has been expanding on a few shots shown going back to the second teaser trailer shown at Comic Con. I’ll also re-iterate Star Wars’ comment back to my mock-admonishment for showing too much:
@starwars It’s ok to keep some surprises for TFA. We don’t need to keep seeing… more. Already got my tickets.
— Doug Williams (@midnightmonk) November 13, 2015
@midnightmonk You've barely seen anything. 😉
— Star Wars (@starwars) November 13, 2015
The article also points out that not every country has gone through Star Wars fever before:
In some foreign countries, particularly in Asia, “Star Wars” isn’t an ingrained part of the culture and ads have to do some explaining. That is why a trailer released last month in Japan and an August commercial for Korean audiences that revealed new plot points became viral Internet hits in the rest of the world.
We’re at T-9 days until we can breath again.