The marketing of Superman Returns hits a note that’s a little milquetoast.
By Burbanked on Apr 18, 2006 in Movie Marketing 101, Movies | 639 views |
So you’ve gone to the trouble and expense (and oh my goodness, how you’ve spent!) of reimagining, revitalizing, refreshing and reinstating your Major Movie Studio Superhero Franchise. Now your cinematic property is new, fresh, hot, exciting and you’re desperate to drag every single warm body into the theater to come see it. What do you do?
Naturally, you rely on an advertising campaign that’s over a decade old.
Kal-El.org has a look (or click the photo above) at the latest “got milk?” ad featuring Brandon Routh from the upcoming release Superman Returns (found via Superhero Hype!), due to hit theaters in June.
We suppose that got milk? with its vaguely creepy, not-quite-realistic-looking milk mustaches dabbled by a food stylist onto the upper lip of our favorite celebrities still retains some of its charm and advertising aesthetic, and we’ll be the first to admit that there’s fine precedent for including this campaign in one’s cinematic marketing budget:
But doesn’t it feel just a bit tired, a bit too expected? Is there any real payoff or hook to this anymore, or does it pretty much run on autopilot? Apparently we’re supposed to see this and feel the comfort of its familiarity, like it’s an old, worn blanket that we still love, even though it’s worn thin through use.
Still, it would be nice if the marketing and advertising folk could work just a little bit harder to justify the kind of green that Warner Bros. is willing to spend. got milk? is fine as far as it goes, but let’s be honest - it certainly didn’t do much for Billy Zane
Okay, now I’ll just admit that I’m trying to freshen up my sidebar a little. But this is a nifty piece of Batman-themed editing:
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