Film Marketing Case Study

Ice Age 2 - The Meltdown

How have the distributors used the internet as a tool to market/promote the film?

The webpage promotes the DVD – gives the email addresses and phone number that allows the consumer to order it.
There were even links to separate websites that the DVD could be purchased from.
It has games that the consumers can play and promotes the fun, light hearted genre of the narrative.
The website promoted the actors whose voices were used to. It gave their picture and a bit about their background and previous films. This was a good way of promoting the film as the consumer may have been familiar with the actors and so would have felt that the quality of the film is good.
They have given the consumer the chance to download an Ice Age 2 screen saver, desktop or image icons for their computer which would then promote the product even further as it would spread through consumer word of mouth.
There is also promotional branding on the website from the 20th Century Fox Company and the Blue Sky Company.
The website has a gallery of picture stills from the film that would create more narrative enigma as it would give snippets of the narrative and the genre but would not be entirely clear, would still be a degree of mystery.



How have the distributors used the internet as a tool to attract the audience?

The webpage gives a short summary of the narrative which creates narrative enigma as it gives the whole story but not the new equilibrium. This would attract an audience more as they would by intrigued and want to see more.
There are interactive games that you can play that test your knowledge of the film, meaning that the consumer would have had to have seen the film before hand, promoting it further.
There was a link that allowed the consumer to download one of the games from the website on to their mobile phone so that they could play even when not on the computer or online at all.
There was an opportunity for the consumer to register to the website so that they could get regular updates on the latest offers, news and merchandise surrounding the film.
The website offers separate profiles for all of the animated characters which would attract particularly the younger audience who are more attached to the reality of the animation films.

Here is the link to the official Ice Age 2 - The Meltdown website babeyyy!