What The Hunger Games reminds us about marketing to readers

March 27, 2012 § 1 Comment

Last Thursday I read an article on adage.com entitled “Why ‘The Hunger Games’ Won’t Make $100 Million Its Opening Weekend.” It compared The Hunger Games to other movies like it–primarily Twilight: Breaking Dawn and Harry Potter and the Half-Blood Prince–to estimate how many people would be going to The Hunger Games opening weekend. In a nutshell they tried to establish a “true reach” for Hunger Games marketing materials by looking at how many times trailers, interviews, etc. had been viewed as compared to other films with similar demographics and marketing strategies as of ten days before release.

For example, 10 days to release, the original “Twilight” film had generated 98.5 million views. It went on to bring $69.6 million at the box office its opening weekend. “Harry Potter and the Half-Blood Prince” had driven more than 136.2 million views 10 days to its release. It saw $77.8 million at the box office.

Ten days to release, “The Hunger Games” had produced 89.4 million views, putting it significantly behind those films.

Ad Age basically predicted, according to this type of reasoning, that The Hunger Games would bring in around $80 million its opening weekend.

Well, if you haven’t heard, The Hunger Games « Read the rest of this entry »


Why don’t we read more?

October 12, 2011 § 32 Comments

Reading needs to go through some rebranding.  People think about reading as work or an obligation or something people do because that’s what cultured people do.  It’s not thought of as an opportunity for escape or relaxation.”But wait,” you say.  “There isn’t enough time to read.  Life is just too busy.” My answer is invariably: that’s the kind of thing you tell your spouse when they mention the house is getting dirty or your teacher when they’ve assigned an undue amount of homework.  According to Nielsen Research the average American watches 34 hours of TV a week.  That’s almost five hours a day, and practically the amount of time spent at a full time job. Something tells me the average American isn’t reading 34 hours a week.  The average American isn’t even reading daily. « Read the rest of this entry »

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