How has the film been marketed to ensure it reaches its target audience?

When Marketing Teams market a film they have to think about what appeals to their target audience, as ‘Avatar’ needs to have a wide appeal in order to make a profit it has a big target audience. Four different groups of society makes up ‘Avatar’’s target audience:

• People who enjoy romantic films
• People who enjoy action
• Science Fiction lovers
• Americans

As the film has different groups of society in its target audience it needed to have different marketing techiniques and strategies in order to appeal to everyone.

As well as the common marketing techniques you normally associate with the distribution of films, like trailers, posters, Official Film Websites, 20th Century Fox had to have additioonal techniques in order to ensure that the film appealed to its target audience. Here is a list of 5 different marketing techniques used by 20th Century Fox, and information about them:

Avatar-The Game: [see game link]
Avatar the game was released before the film itself, this immediately created speculation about the film. The game is available of Xbox 360 and IGN have done a review on it. The game allows you to be a character in the world of Pandora, so you can experience the world before you even go and watch the film in the cinema. The game appeals to the science Fiction group of the target audience as alot of the same people who enjoy Science Fiction enjoy computer games. It also appeals to males who enjoy action, as a large proportion of computer game players are male.






As you can see from this interview, Avatat The Game is probably the biggest marketing technique used to sell this film. It is different from anything before as a game that is made from a film normally comes out after the actually film has been brought out but because they had a four and half year gap between the idea for the film and the release of the film, it meant that they were able to bring out the game before which created hype and excitement about the film.

Facebook and Twitter discussions
The film has an official Facebook and an official Twitter page, these have been used to market to teenagers, both male and female, and giving them a chance to get involved with the film. It is cheap to do but it is very effective. There is a link from the Official Website to the Facebook and Twitter pages. [see discussions link]

If you click the discussions link it takes you to the facebook page, as you can see on the page, their are regular status's made by Avatar, as the film is already out the status's are about reviews of the films or they give you information about the game or the sequel, this page continues to create speculation even after the film is released. 'Official Avatar Movie A great review from Techcrunch's, Michael Arrington's point of view, telling how you become completely lost in the world of Pandora because of not being able to tell the difference between the real imagery and the CGI.' this is one of the status's made about a review of the film.

Avatar's Profile Picture


Avatar Iphone Amp
As the technology world is coming closer and closer, to market a film the distributers use different media platforms as we can see above. Iphones are becoming bigger and bigger so an iphone amp is another cheap method to reach alot of people. [see avatar iphone link]

Coke Zero campaign
Due to Coke being such a monopoly, it gets involved in everything to do with entertainment, from music to hollywood. Its partnership with Avatar will bring both 20th Century Fox and coke a lot of money. Here is an article on the partnership [see avatar coke link]


Avatar Viral Campaign [see avatar viral campaign link]
The site gives you loads of information on the planet Pandora, and all the breakthroughs that are happening on the planet, as though it is a real place. This is a new and very effective form of marketing.

'The Resource Development Administration has selected reporter Alison Boyd to bring Earth an in-depth look into the AVATAR program. Reporting from Pandora, Alison’s reports focus on day-to-day life and the supporting tools utilized by the RDA to carry out its mission. Boyd's distinguished career includes covering geo-political events as well as being embedded in conflict zones.'

This is a quote from AVTR, the viral site, it is written in a way that pandora is a real place, even though we know it isn't it makes the world more interesting and we want to find out more about it.

This is Alison Boyd, the lady reporting from pandora



It gives us a face to put to the name, which makes it seem that little bit more real.

POSTED BY JAMES