SONY GODZILLA

"Godzilla" surprised lots of people in 1998 summer. It was supposed to be a great hit for the
summer but it in turn, became a failure. This tells us that even with great advertisement; the film
could still be a box-office failure. Sony produced motion picture Godzilla and spent a great
amount on its budget but there were several flaws in the movie itself apart from the advertising
and marketing campaigns made for it. Several reasons which I considered for this idea failure are
as follows:

 Brand synergies are important but market research is also important.one must forecast the
consequences before hand as bigger brands alone are not enough.
 The marketing campaign for Godzilla created hype before its execution .Before the
release of the film, the creature's form was never shown in its entirety, only in bits and
pieces. This was intended to add more mystery to the creature's design but afterwards it
was not up to the expectations of the audience.
 Sony spent a huge budget of $60 millions on advertising campaign alone, it should have
worked out on the movie and monster and the characters as well.
 Inappropriate advertising and marketing campaign by Sony led this picture to be a
monster flop.
 One should remember that bigger isn’t always better. Godzilla had been big like the big
stars, sound quality, the special effects, the marketing budget; the brand .the film gave an
impression that ‘Size matters’ but the failure indicated the reverse.
 Online reviewers’ views were not considered by Sony which is important nowadays as
far as the effectiveness of social media marketing is concerned.
 Excess of everything is bad.one should not over-market the brand. The excessive amount
of hype and brand extensions Sony had created for Godzilla ended up working against it.
Nowadays unfulfilled promises are not appreciated by the audiences.
 Sony concentrated on the advertising and didn’t pay much attention on the movie itself as
end product. It is true that branding is often more about perception than reality, but if the
end product is has some deficiencies, the brand perception will always be negative and
cannot count for the success of brands.

 General discussion groups pointed out 63 flaws in the picture that Sony Godzilla would
have worked out before release on the movie and should have removed these flaws.

 Sony Godzilla completely ignored the influential power of internet over the public. It also
didn’t considered internet or social media marketing as one of the ways of advertising. It
should have spent budget on advertising via internet.
 In the end it can be concluded that brand synergy should be done effectively after doing
prior research. Alone bigger budgets are not enough for the movies success as in the above
case.one should not entirely depend upon the brand names. Nowadays public is very clever,
end products always matter no matter how much effective advertising and marketing
campaigns are made. Sony Godzilla had some demerits that were responsible for its box-
office less revenue and thus considered a brand idea failure.