Frankenweenie

Frankenweenie came out in theaters last Friday to an astonishing gross amount of $11.5 million. It is Tim Burton’s latest film, in production with Disney, where in the movie a boy named Victor loses his dog, named Sparky and uses the power of science to resurrect him. Hence the name, maybe some people can refer back to the popular 1931 film Frankenstein to refresh their memory. 

I discovered this movie while playing my new favorite app on my iPhone, Where’s my water? - Which I love and think is adorable all on its own. I downloaded the free version which entailed 10 levels. But as soon as I was done I noticed another section that was sponsored by the new movie Frankenweenie with another set of 10 levels. I was ecstatic to say the least. Not only did they have an option to view the trailer but it also highlighted some of the characters from the movie itself and even transformed the original Where’s my water?  character “Swampy” to “Frankenducky”. There was two options to either Tweet or Facebook share your score or what level you were on which a hashtag of #wheresmywater as well as #Frankenweenie.

Not only was this movie able to boost potential viewers with integrated marketing concepts such as the usual trailers on TV, promotional billboards, posters etc. but they incorporated aspects of social media such as the app and the social media networks . They even have a website (linked with the Disney website) that incorporated all their outlets for promotion, including a Facebook application of a game dedicated to the film. All in all, I believe their efforts towards making the film into a mobile space has helped innovate and promote the movie better than traditional marketing. Considering most young children today can easily access iPod’s, iPad’s and iPhones better than most adults in today’s day and age. With these app’s, they can bug their parents to see this movie perfect for the Halloween season right around the corner.