Media & Entertainment Business Management

Individual Assignment
Submitted to: Prof. K M Baharul Islam

Submitted By:
Name: Harsh Shukla
Roll No: MBA20335
1. Description of the movie, including a gist of the story / plot

Movie AVTAAR

Actors Sam Worthington

Director and Producer
Stephen Lang 
Sigourney Weaver
Michelle Rodriguez
Giovanni Ribisi
Joel David Moore
Zoe Saldana
James Cameron, James Cameron Jon Landau respectively

Theme Fantasy, Science Fiction

Target Audience Adults, families, technology enthusiasts, teenagers, and especially

hardcore: Science-fictions fans

Budget $237 million

Box Office Collection $2.847 billion

Plot
The plot revolves around a mission by the United States Armed Forces to an earth-sized moon in orbit
around a huge star in the year 2154. Pandora is a rich supply of a mineral that Earth sorely requires.
Despite the fact that Pandora poses no threat to Earth, we send in ex-military mercenaries to invade
and conquer it. Gung-ho warriors use machine guns and bombing runs in armoured hover ships. You
are free to interpret this as a metaphor regarding current politics. Cameron clearly does.
The Na'vi, a blue-skinned, golden-eyed race of slender giants, each around 12 feet tall, live peacefully
in Pandora's planetary forest. Humans are unable to breathe the atmosphere, and the landscape has
reduced us to pygmies. We utilise avatars—Na'vi lookalikes developed organically and mind-
controlled by humans who remain wired up in a trance-like state on the ship—to venture out of our
landing craft. They see, fear, taste, and feel like Na'vi when operating as avatars, and they have all of
the same physical abilities.
For the hero, Jake Sully (Sam Worthington), who is paraplegic, this last quality is freeing. He was
chosen because he is a genetic match with a deceased identical twin for whom a costly avatar was
made. He can walk again in avatar form, and as a reward for his service, he will be granted a highly
expensive operation to restore movement to his legs. In principle, he's safe because his human form is
unaffected if his avatar is destroyed. In theory, at least.
Jake starts out as a good soldier on Pandora, but after his life is rescued by the lithe and fearless
Neytiri, he becomes a native (Zoe Saldana). He discovers that practically every kind of life here wants
him for lunch, just as the aggressive Col. Miles Quaritch (Stephen Lang) warned them. (Avatars aren't
made of Na'vi flesh, but try telling that to a charging 30-ton rhino with a hammerhead shark's snout.)
The Na'vi are able to survive on this planet by learning everything there is to know about it, living in
harmony with nature, and being knowledgeable about the species they share it with. They resemble
Native Americans in this and many other respects. They tame another species, not horses, but
gorgeous flying dragon-like creatures, to carry them around. One of the film's best sequences features
Jake capturing and taming one of these massive monsters. Jake connects his thoughts to that of Toruk,
a dragon-like predator feared and revered by the Na'vi, in order to win the Na'vi's confidence. Jake
tracks down the refugees at the Tree of Souls and begs Mo'at to heal Grace. With the help of the Tree
of Souls, the clan tries to transfer Grace from her human body to her avatar, but she dies before the
procedure is completed. Jake unifies the clan and tells them to collect all of the clans to fight the
RDA, with the help of the new chief Tsu'tey. Quaritch plans a preemptive attack on the Tree of Souls,
believing that destroying it will demoralise the inhabitants.
Tsu'tey and Trudy are among the Na'vi killed in the battle, but they are saved when Pandoran wildlife
unexpectedly joins the attack and overwhelms the humans, which Neytiri interprets as Eywa's answer
to Jake's request. Quaritch, donning an AMP suit, escapes from his own damaged aircraft, then
discovers and rips open the avatar link unit carrying Jake's human body, exposing it to Pandora's
deadly atmosphere. Quaritch is about to slice Jake's avatar's throat, but Neytiri kills him and saves
Jake from suffocation, allowing him to glimpse his human form for the first time.

2. Identification and description of its Marketing Strategy

1. Word-of-mouth marketing Marketing

James Francis Cameron attended the majority of film industry conferences prior to the premiere of
"Avatar."
His well-known film "Titanic" is a cinematic marvel. The positive word-of-mouth is fueled by James's
restructuring of his career and his excellent perception of the film.
The majority of the audience recommended "Avatar" to their friends and families, resulting in a
successful circular marketing cycle to promote the film.
2. Marketing of Information

Fox signed a deal with MTime, a movie promotion website, in November 2010 to promote "Avatar."
MTime created a dedicated page and established a policy that film-related information would only be
disclosed if click rates exceeded 10 million. This piqued the audience's interest in clicking, resulting
in each click becoming an effective promotion.
Aside from providing a quick overview of the stories, MTime also provided some 3D images and
movie clips to entice the audience and demonstrate why seeing a 3D Avatar at the theatre is preferable
to viewing a 2D film at home. In the meanwhile, most movie theatres have created a ticket
competition to encourage people to purchase tickets. People's attention was also piqued by connected
online games.
3. Attraction to celebrities

It helps to have or be liked by influential celebrities when it comes to marketing products.

Fortunately, "Avatar" has them all: "Golden Partner" director James F. Cameron and producer Jon
Landau; Sam Worthington (Terminator 2018) and Zoey Saldana (Star Trek) played the hero and
shero, respectively. The crowd was filled with hope as a result of this pairing.
A number of well-known industry experts also lauded "Avatar."

Also, after the releasing of first trailer, a fresh version of the second trailer was revealed around a
month before its release, causing a lot of buzz among movie fans as well as social media technology
experts.

This was due to the fact that this was a "interactive" trailer. Prompts to click and participate inside the
trailer were strewn everywhere, with those clicks leading to behind-the-scenes films that expounded
on a specific point, whether it was a technical how-to or a character description. It also pulled in feeds
from debates about the film on social media sites such as Twitter and YouTube, among others. To
view the interactive trailer, the viewer needed to download Adobe AIR, which many people who
regularly use Yammer, Tweetdeck, or other programs may already have, but which members of the
broader audience may not, and which could be a barrier to viewing for those people.
While some regarded the requirement of the AIR application as a major drawback, I saw it as part of
the campaign's overall strategy, which is to target the cool kids in the room in order to get them
enthused and hopefully influence the rest of the crowd.
Films routinely use social media to promote themselves, and "Avatar" did so successfully on
Facebook (near to 1.3 million fans), MySpace (close to 800,000 friends), and Twitter (over 25,000
followers). "Avatar" was the most talked about film on Twitter in January 2010, according to
Sysomos, a social media analytics business. Some of the tweets were the result of a "Tweet to Listen"
promotion, which prompted fans to submit a message to the film's Twitter account in order to hear
music from the movie. YouTube (almost 11 million video views), Flickr (over 1 million photo views),
and a TypePad blogging community were all part of "Avatar's" social media campaign (close to 4,000
members).

3. Discuss major 'marketing' aspect of the strategy adopted by the producers

On August 14, 2009, the first photo from the film was released, and Empire published
exclusive images from the film in its October edition. Cameron, producer Jon Landau, Zoe
Saldana, Stephen Lang, and Sigourney Weaver attended a panel on July 23 at the 2009 San
Diego Comic-Con, hosted by Tom Rothman. In Dolby 3D, twenty-five minutes of video were
shown. Weaver and Cameron spoke on the 23rd and 24threspectively at extra panels to
promote the film. At the Comic-Con Avatar Panel, James Cameron declared August 21 to be
'Avatar Day.' The trailer was released in all theatrical formats on this day. On this day, the
film's official game trailer and toy line were also launched.
Ian Morton, Fox executive director of European cinema marketing, was in charge of Avatar's
European promotion.
Some of the brand were roped in by FOX to market the AVATAR movie around the world,
which are Coke Zero, Casio, McDonald's, Panasonic, and LG will all undertake co-
promotions in support of what is perhaps the studio's most important picture of the year.
The film 'Avatar,' which was about a human and an extraterrestrial romance, cost Fox about
$500 million to make. The film, which was filmmaker James Cameron's first since 'Titanic,'
was released on December 18.
Coke Zero planned a television campaign to promote the film and has been giving away
branded bags on its Coke Zone rewards site. Panasonic took a 3D theatre around UK retail
malls, showcasing trailers for the film. It used the activities to promote its line of high-
definition televisions.
McDonald's is planned a promotion to coincide with the release of the film, but the company
declined to comment. It's likely that it wasn't situated in a restaurant and catered to adults.
LG is produced a TV commercial to advertise its new Chocolate BL40 smartphone, which
had a high-definition screen. A trailer for the film has also been pre-loaded into the phone.
The Avatar billboard measures 10,000 square feet and will be up for the next two weeks,
making it the largest ever for a film. The exact cost is difficult to estimate because it is part of
a package, but market sources estimate that a similar size would cost between Rs 40-50 lakh.
The normal-sized billboards, even the large ones, are limited to 2,500 square feet.
Apart from movie marketing done by brands at the level of theatrical release, rights for
advertisements were sold to the highest number of sponsors in the market at that point.
AVATAR was premiered on STAR and was sponsored by big names in the country, Mushky,
Naukri India, Lays, McCain, Tata Aria, Horlicks, Intel, and LG are among the companies
involved. Reliance 3G had agreed to be the headline sponsor, with PVR Cinemas and
Bookmyshow.com joined as on-ground and online partners, respectively.

These were the ways in which the film producers used the marketing techniques to
promote their films using various channels and collaborations effectively

The movie was well written and promoted the idea of living life to the
fullest and enjoy life as it comes and make memories with your families and
friends

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