In today’s
modern 21st century most studio titles are no longer household names. Modern
day actors don’t always get a huge audience waiting to view the latest film;
many movie studios have had to study the art of audience creation allowing them
to know what the audience wants. Big studios use their big budgets to design
vast showy marketing campaigns around blockbusters often incorporating
merchandising tie-ins with other companies such as McDonald’s and other fast
food companies.
The studios
control when and where their films will be released, which means they can shape
the films themselves to suit the marketing campaigns. They also place teasers
in coming-attraction reels, in hopes of getting viewers to eagerly anticipate
their films. These days, with so many entertainment options competing for a
viewer’s free time, even a movie with an Oscar-winning star may not draw an
audience unless it’s part of a really good marketing campaign.
To start the marketing
scheme Abrams designed a series of questions and the prize for answering would
be two extra roles on the film, this was after the release of Super 8 in 2011.
After that three frames of the film were released on October 4 2012 and then
two months later the official poster was released on December 3. In the United
States nine minutes of the opening sequence was shown before The Hobbit: An
Unexpected Journey on December 14th,2012. A 30-second teaser
premiered February 3, 2013 during the stadium blackout of Super Bowl XLVII. The
same day, Paramount released apps for Android, iPhone and Windows Phone which
enabled users to unlock tickets for showtimes two days before the film's
release date. On April 8, Paramount released the final international one-sheet
featuring solely Benedict Cumberbatch's character. On April 12, 2013, iTunes
Movie Trailers revealed the final domestic one-sheet featuring the USS
Enterprise, and announced that the final US domestic trailer would be released
on April 16. Into Darkness was dedicated to post-9/11 veterans. J. J. Abrams is
connected with The Mission Continues, and a section of the film's website is
dedicated to that organization. More recently, Bryan Burk,
an “Into Darkness” producer, went on an 11-city foreign tour — South America,
Asia, Europe — to show 35 minutes of the movie
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