2007 Comic-Con Preview: Studios #s-H
20th Century Fox Home Entertainment
DVD titles to be promoted at Comic-Con: Land of the Giants: The Complete Series, Pathfinder, The Hills Have Eyes 2, Perfect Creature, Wrong Turn 2: Dead End, Stargate SG-1, Stargate Atlantis, Family Guy, American Dad, The Simpsons and Futurama
Marketing techniques: “For us, it’s all about showmanship this year,” says a Fox spokesman. “We’re making a big splash on the showfloor with a really cool booth as well as talent appearances, Q&A panel sessions, autograph signings, exclusive promotional giveaways, street team support in the convention center and around San Diego, show guide advertising and a whole lot more. This show has seen a steady increase in studio participation over the last few years, and you’ve got to be creative and innovative to stand out from the crowd.”
The value of Comic-Con for DVD marketing: “Comic-Con has become a pop culture event unto itself and remains one of the best ways to reach a critical core audience of influencers and enthusiasts,” the spokesman says. “It’s a crowd interested in new as well as classic genre-based entertainment that runs the gamut of film, TV, comics and the Web, plus cool gadgets and technology. Many of these attendees are among the early adopter crowd as well.”
Advice for DVD retailers hoping to capitalize on Comic-Con’s popularity: “The Comic-Con crowd is certainly a core demo for DVDs as well as the next-gen platforms. The buzz for new projects coming out of the show is what these early tastemakers are interested in. That can provide a bit of insight to retailers regarding sought-after titles.”
DVD titles to be promoted at Comic-Con: RedGarden, Welcome to the NHK and The Wallflower
The Wallflower
The value of Comic-Con for DVD marketing: “Although anime is not the main focus of Comic-Con, a lot of anime fans attend,” says an ADV spokesman. “We try to focus on titles three to five months out, so that when fans go home, they have lots of inside scoop to share with their friends.”
Advice for DVD retailers hoping to capitalize on Comic-Con’s popularity: “The press is too easily distracted by big booths, celebrity appearances and slick press operations. Instead, pay attention to what fans say after the show. It’s what they’re talking about that matters.”
DVD titles to be promoted at Comic-Con: various releases in the Doctor Who franchise, Torchwood: The Complete First Season, Jekyll and Robin Hood: Season One (distributed by Warner Home Video)
Marketing techniques: “We’re partnering with TV Guide for a screening and panel discussion for Torchwood, which is a follow-up to Doctor Who,” says Megan Branigan, VP of video marketing for BBC Worldwide Americas. “Craig Tomashoff, who is the west coast bureau chief for TV Guide, will moderate a Q&A with the talent. We’re also going to have a screener in the show bags that will highlight programs from BBC America and BBC Video.”
The value of Comic-Con for DVD marketing: “There’s no better place to reach out to sci-fi and fantasy fans. They take their interest in these programs very seriously. They have a large appetite for quality sci-fi programs, and we think that’s where the BBC fits in quite well.”
Advice for DVD retailers hoping to capitalize on Comic-Con’s popularity: “It’s important for retailers to keep a close eye on what happens. Listen to the fans to find out what they see as the hot new shows. Unless you’re a sci-fi fan, it can be hard to know what will resonate. You can really learn something from Comic-Con—there are no greater fans.”
Buena Vista Home Entertainment
DVD titles to be promoted at Comic-Con: To be announced
Marketing techniques: “Special Comic-Con premium items exclusive to the convention go over very well with fans, along with ‘inside joke’ type of items,” says Gabrielle Chamberlin, senior VP of marketing and product management for BVHE. “Our blue plastic spoons from The Tick Vol. One were surprisingly probably our biggest hit last year.”
The value of Comic-Con for DVD marketing: “Comic-Con has grown into a grassroots powerhouse,” says Chamberlin. “With attendance of over 120,000 people, including teens, young adults and families, Comic-Con provides an incredible opportunity to reach a very extensive and hungry audience.”
Advice for DVD retailers hoping to capitalize on Comic-Con’s popularity: “Creativity and uniqueness is key at Comic-Con, so really allow yourself to think out of the box. At Comic-Con, the crazier the better.”
DVD titles to be promoted at Comic-Con: Harvey Birdman, Attorney at Law (distributed by Warner Home Video)
Harvey Birdman
Marketing techniques: “We recognize that Comic-Con is for fans, so our presence revolves around them,” says John Friend, senior VP of Cartoon Network Enterprises. “For example, last year Adult Swim had a booth with creator signings, and we gave away golden tickets, where the winners would go on a harbor cruise with Adult Swim show creators and executives.”
The value of Comic-Con for DVD marketing: “Comic-Con is a hugely popular show that is truly unique and fun,” says Friend. “The fans are here to see each other and learn about upcoming events, shows and movies. It is a great opportunity to talk to them, both to let them know what’s coming up, but also to find out what they’re excited about.”
Advice for DVD retailers hoping to capitalize on Comic-Con’s popularity: “Comic-Con is about the fans, and these fans are deliberately big consumers of their favorite shows, characters, movies and comics. Show them your passion about these brands, prove to them you understand their needs, and you will get a customer.”
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