Appearing in K-pop videos, preparing chimichangas with celebrity chefs… Movie stars like Ryan Reynolds are doing more promotional activities to attract the attention of teenagers and young adults to Disney productions, welcoming the head of marketing of the group.
The Hollywood studio giant is having a successful summer, with the eponymous superhero movie “Deadpool & Wolverine” which is expected to top $1 billion at the worldwide box office this weekend.
Brand director Asad Ayaz attributes much of this meteoric success to Ryan Reynolds and Hugh Jackman. The two stars are pushing the boundaries of traditional marketing, he explained Saturday at Disney’s D23 convention.
They appeared, in the skin of their characters, in the music video for “Book of Chk Chk”song by Korean pop group Stray Kids, and took part in a YouTube cooking competition with Gordon Ramsay and his 22-year-old daughter.
During their world tour, they also visited a football match in Germany, a “chicken shop” (fast food) in London for a comedy series, and got wet at a water balloon festival.
“We’re very lucky to have actors who agree to do things that actors don’t usually do, like playing their character.”Asad Ayaz told AFP.
Generation of smart phones
Generation Z, which is between the ages of 12 and 27, is particularly difficult for Hollywood and studios to reach.
But unusual looks are likely to be seen by younger viewers, who pay most attention to their smartphones, social media and YouTube influencers, according to Ayaz.
So the emphasis is on creating unusual content that spreads quickly online.
An iconic popcorn bucket from the movie, reportedly “designed” with the character of Deadpool played by Ryan Reynolds, so he managed to cause a sensation all over the world.
Ryan Reynolds and Hugh Jackman also filmed a message before the film, in which they advise viewers to turn off their cell phones, like their comic superhero characters.
“Silence your phone”becomes the aggressive Wolverine played by Jackman, in a video that has been viewed hundreds of thousands of times on YouTube.
“This is an example of our ability to produce unique content with Ryan and Hugh… in a suit.”stressed Mr. Ayaz.
Barbie house in real life
“Deadpool and Wolverine” It was particularly good for this original approach, as the character of Deadpool speaks directly to the audience several times throughout the film.
The strong-tongued hero often makes fun of the American Disney group and even makes jokes about “rescue” of Marvel’s superhero franchise, which has been in short supply for years.
Disney does not have a monopoly on this marketing method. Last year, Warner’s rival studio picked up real “Malibu Dream House” (Dream home in Malibu) to promote “Barbie”which was very successful after being rented out on Airbnb.
Another recent big success from Disney, the animated film “Inside 2”dealing with issues such as anxiety and depression, which are frequently discussed topics with Generation Z online.
Experts feared many filmmakers were illegally filming clips in theaters to air on networks, but Disney made custom clips available directly to TikTok and YouTube creators to create content about the movie.
“Young audiences consume media very differently” that of the old generation, M Aias said. “Making sure we are present on the platforms where Gen Z spends the most time is essential”.
2024-08-11 06:07:16
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