Read this article by The New York Times' Brooks Barnes about the Special Cliffhanger Edition screenings of Toy Story 3 (the first 65 minutes of the movie) for college and university students across the United States. The piece goes into the reasoning behind the unconventional marketing strategy.
Lee Unkrich and others at Pixar and Disney are said to have had some reservations about screening only part of the film initially. But the idea was intriguing to John Lasseter and new Walt Disney Studios chairman Rich Ross. Says Ross: "Today people in that age group [18-24] are less concerned about 'finished' — they love to see the process". Two words: right on.
Mark my words, the cliffhanger screenings are going to pay off for Disney on opening day. The tactic is getting thousands of young adults talking about Toy Story 3.
Read the article online at the New York Times website.
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7 comments:
I don't start college until August... :(
Anonymous? More like "Andy"
Reply to your last sentence: You bet it is!
Haha, I like the above comment!
It's just a shame about the limited number of colleges. Mine isn't included, sadly. :(
Well you just have to be a college student. They only listed a limited number of college students but all college students are welcome at the screenings!
What Vincent said! I go to DVC in the East Bay of the SF Bay Area, but I drove all the way to Santa Clara (south near San Jose) and they still let me in to the screening there.
I'm not sure if the screenings are still happening...
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