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Essay / Research Paper Abstract
This 8 page paper considers how the first Harry Potter film was marketed, the challenges that had to be overcome and the way in which the marketing has supported a long lifecycle and escaped the image of commercialisation. The bibliography cites 11 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEharryp.rtf
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Unformatted sample text from the term paper:
was low key, yet the acclaim and recognition was a quiet revolution. Bloomsbury had a set of best sellers. The publishing company did not have the movie rights, the digital
rights were owned by Warner Brothers, now part of AOL Time Warner. By the time the film was planned the books were already well known, this created a range of
difficulties in terms of the marketing of the new film with many barriers to overcome. There were also other difficulties or barriers such as the level of control the
author insisted on retaining concerning all aspects of the film and also associated marketing. These al presented challenges, but in looking at these challenging and the way that were overcome
it may be argued a paradigm of differentiated was created. To understand the marketing of the movies it is necessary to understand some of the marketing concepts that had
been used in the book. Selling internationally it was this on which the film was based, with the target market the readers of the book. The book had followed a
patterns of market customisation. This did not mean the product itself has been changed, just rhe way it was presented. The books
all remained accurate translations, but the marketing in terms of covers were highly customised to each market. The images of Harry Potter were similar, but different in each country. The
increased interest in the books by the adult market also indicated a new target market; new covers for the books and also spoken word tapes had different covers that looked
more adult. The images were still associated with the book, for example, the adult version of Harry Potter and the Philosophers Stone had a black and white steam train image.
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