What’s more impressive: the fact that 195 nations signed a global accord on climate change or that Star Wars: The Force Awakens lived up to the hype?
I’m going to go with Star Wars. The Paris Agreement to fight climate change still needs to be implemented. The Force Awakens has delivered the goods, earning a 94-percent certified fresh rating on Rotten Tomatoes, and shattering box office records following an unprecedented $350 million marketing blitz from Disney.
Noteworthy promotion that was worthy of analysis in and of itself — in some cases for being inventive and in others for just being over the top.
Box office success that exceeded estimates.
Critical success, as measured by whether a film received a “fresh” rating on the popular Rotten Tomatoes website, which aggregates reviews from critics and the public. A fresh rating means that at least 60 percent of composite reviews are favorable. All of the films I’ve selected are not only fresh but also “certified fresh,” meaning the earned positive scores from at least 75 percent of reviewers.
James Bond is back. And he brought his brand with him. Skyfall, the twenty third film in the 007 movie franchise, lands today in movie theaters across the United States after earning £50 million in 10 days in the United Kingdom (a U.K. record). In fact, Skyfall, the third Bond to feature Daniel Craig, began conquering audiences long before the movie opened. Skyfall has generated strong buzz through a masterful mix of PR and marketing that capitalizes on 2012 being Bond’s 50th anniversary on film. By celebrating both 007’s past and his future, Eon Productions, which has reaped $4.9 billion from the Bond movie franchise, has positioned Bond as a brand with timeless appeal.
You Can’t Buy This Kind of Advertising
You know can always tell when a phenomenon enjoys media saturation by walking through a busy airport terminal past the crowded newsstands, which give you a quick snapshot of pop culture from magazine covers vying for your eyeballs. Daniel Craig’s macho face is everywhere, gracing the covers of publications ranging from Entertainment Weekly to Vanity Fair. And the PR explosion has occurred at international, national, and local levels. In London, Bond graces the Continue reading →