Below is an excerpt from an article in Newsweek & The Daily Beast titled, “Disney’s Quarter-Billion-Dollar Movie Fiasco.” In it, Chris Lee, examines marketing missteps for the not yet released movie, JOHN CARTER – originally titled, John Carter of Mars™.
“Although the character has been known as “John Carter of Mars” and was envisioned as a movie trilogy under that name, Disney marketers dropped the “of Mars” part because of industry-think holding that female movie fans are more likely to be turned off by such overtly sci-fi elements.”
Right…… and I’m sure I won’t even notice the crater-like topography or the elusive Martians running around by the thousands, either.
Hollywood is in a tizzy over the early tracking which just came online this morning for Walt Disney Studios’ John Carter opening March 9th. “Not good. 2 unaided, 53 aware, 27 definitely interested, 3 first choice,” per an email from a senior exec at a rival studio.
This of course has led to plenty of finger pointing, talk of heads rolling and reportedly jobs already lost. But, the negativity has not been aimed at the movie itself.
The movie is actually getting rave reviews.
As a matter of fact, an early viewing for the press held in Arizona this past weekend has revealed accolades for the movie on Twitter. Disney had initially placed an embargo on tweets (SERIOUSLY?!) by the press attending the screening, but they lifted it yesterday–most likely in hopes of offsetting the lack of enthusiasm generated by poor advertising. (we can chat about the Twitter faux pas another day)
So, why the low tracking numbers?
Disney has revamped the marketing of the film from the name of the movie to the promotional trailer in a quest to appeal to the female audience – and failed. You might ask why they are chasing women with this sci-fi, comic book, super-hero, action-packed motion picture film in the first place. Because they need to sell lots of tickets.
And they know that women purchased 55% of movie tickets in 2009 and 49% in 2010. The also know that the number of tickets that “moms” control or influnce, increases that percentage substantially.
What they obviously do not know is how to connect with “her.”
According to Finke, another source revealed,
“It just came out. Women of all ages have flat out rejected the film.”
Of course what they mean is that women have rejected the advertising and trailer for the film. But if the trailer doesn’t sell, it means the same thing.
This is a text book case of marketers looking at women through stereotypical lenses. Which, as we have discussed, can be even more dangerous than not targeting them at all. In a botched attempt to engage women, Disney marketers have abandoned the fundamental significance of the creative concept of the movie, further alienating even the most loyal of fans.
They claim that women do not like “overtly sci-fi elements.” So, they solve this by taking the words “of Mars” out of the title? Okay, to begin with: It’s. A. Martian. Movie. Not to mention, it’s considered one of the landmarks of science fiction. Yet, they have decided to “hide” this to dumb-it-down for women? Taking “of Mars” out of the title degrades the creative genius of Edgar Rice Burroughs and the rich history of the John Carter of Mars™ series. Facts that would actually make it even more interesting to women by the way. A former Disney executive summed it up well when speaking with Lee:
“You take out ‘of Mars,’ you don’t tell where he came from? That’s what makes it unique!” a former Disney executive said. “They choose to ignore that, and the whole campaign ends up meaning nothing. It’s boiled down to something no one wants to see.”
And, what’s the deal with the trailer(s?)
Well, there are actually three trailers now, all listed and explained below. I would love for you to take a peek at them all and vote below on which one would entice YOU to go see the movie, John Carter (of Mars.)
1) The original Disney trailer released in July of 2011
I understood it. It was engaging. The opening scene in the streets of Virginia, obviously in the early 1900’s, made the characters feel real. You discover John Carter has died. Or has he? No, he’s been transported into another time, an unknown place. Or is it? No, it’s Mars. You know, one of those little planets you learned about in grade school (even the girls.) He takes you on a journey, sometimes whimsical, often times dangerous but obviously heart-felt. A tired story of good vs. evil brought to life with imaginative characters, packed with action and adventure, love and fighting, winning and losing – all illuminated with spectacular special effects.
2) The new Disney trailer released in December, 2011
This is the stripped down version of the original trailer that shows a lot and says very little. One can only assume so women wouldn’t know they were going to a sci-fi movie.
3) The trailer created by a fan posted February 2012
My advice to marketers? Take heed.
Transparency and authenticity are a must when marketing to women. To to dumb-it-down or to attempt to trick her will most likely backfire in more ways than one.
My advice to Disney? Change the trailer. Today.
To get to Mars just might require taking a step back to go by way of Venus.
Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising,Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
Filed under: Buying Power of Women, Connecting with Women, Examples of Bad/Good Advertising, Marketing to Single Women, Marketing to Women, Marketing to Women Myths, Marketing-to-Moms, Targeting Women