Ad Age says the campaign to promote Warner Brothers and director Spike Jonze’s Where the Wild Things Are has been highly anticipated among film marketing insiders. Jonze and the studio had conflicting views on whether the film should target a family audience or reach out to the director’s aging hipster art house film fans.
Looking at the final components of the campaign, Ad Age points out that the director won. Everything from a simple behind-the-scenes filmmaker blog web site versus a behemoth viral and online campaign to hand-designed marketing merchandise overseen by Jonze points to a promotion much more based on the director s vision than Warner’s. The result has been a number one movie, but on a $32.5 million haul that some feel could have been padded with more mainstream marketing targeting families.
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