The skull and crossbones flag was risen once again as Pirates of the Caribbean: On Stranger Tides set sails into theaters globally on May 20th 2011. As the fourth installment of the movie series, it had high expectations to uphold and exceed the films before it. Disney used special techniques for promoting this film including online videos and games, trailers, posters, and picture galleries to build the hype more than six months before its release. Disney also had promotional character greetings at Disney Parks prior to the film so that guests could experience an element of the film before its release. According to Pirates of the Caribbean 4- Production and Exhibition ,"The films advertising campaign was intended to remind people of why they fell in love with Jack Sparrow in the first place." This was executed through trailers containing classic Jack Sparrow moments meaning that the trailers would mostly include funny or trademark behaviors of the character. Additionally, Disney's first poster release was the symbolic skull and crossbones. This was done to get the consumer excited without revealing too much about the movie.The film was distributed in the UK and the U.S. and grossed over $1000 million to date.
With a production at this large of a scale, Disney had to create a new 3D experience as well as create over 1,112 shots of computer generated imagery. "The film used new media technologies using 3D cameras similar to those used in the production of the 2009 film Avatar."
Overall, Disney;s marketing and distribution technique are what made this fill so successful. Its interactive games, online videos, advertisements at Disney Parks, and posters all facilitated the large popularity of the movie to the extent in which a fifth movie is rumored to be produced. Pirates of the Caribbean: On Stranger Tides is the tenth highest grossing films in the world owing all of its success to the brilliant strategy of Disney movie making.
References:
Pirates of the Caribbean 4 -Production, Distribution & Exhibition. (n.d.). Retrieved December 12, 2014, from http://www.slideshare.net/sandraoddy2/pirates-of-the-caribbean-4-production-distribution-exhibition
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