Alice in Wonderland has been one of the most talked about movies since 2007 when director Tim Burton agreed to the project. Hype only continued in 2008 when casting and filming began. Now that the movie is about to be released the promotion can be seen everywhere, from the normal to the down right mad.
The film kicked off its marketing campaign in the summer of 2009 with cast photos. These photos revealed the costumes and makeup for each character. Many were anxious and shocked to see Johnny Depp as the Mad Hatter and Mia Wasikowska as the young adult version of Alice. Also, a teaser trailer was released but shortly disappeared after Disney claimed the trailer was not yet ready. A new trailer premiered at the 2009 Comic-Con. The original leaked trailer was supposed to be used for a Facebook sweepstakes, where three different groups who gained the most members would win the chance to see the teaser.
More unusual promotion tools have been used as well. Many people have received a mysterious looking Alice in Wonderland book. The book opened up to numerous smaller books which eventual led to a key. The key contained new photos and trailers for the movie, as well as special notes.
Recently, Disney has cross-promoted with ABC, ABC Family, ESPN and CBS to show sneak peek footage of the movie. This included spots in between Desperate Housewives, Greek, a Lakers/Nuggets NBA game and of course a TV spot during the Super Bowl.
Alice in Wonderland opens in about two weeks and that is plenty of time for more unusual, but effective promotion to occur.
I guess pretty much any film starring Johnny Depp is going to get a lot of publicity. He and Tim Burton have made such awesome movies together that people are already excited to see it. It has a talented and diverse cast as well, plus the new actress who plays Alice.
I also think the Alice in Wonderland book is a really cool idea to promote the film. It's sort of weird and mysterious, like the plot of the movie.
Kaitlin MacRae said...
February 27, 2010 at 12:49 PM