Trailers are only a small part of a wider marketing strategy which includes outdoor media. Decisions are made very early on within the marketing campaign.
There's a huge team of people that are involved within the marketing campaign and the trailer is one one small part in the huge battery that was the marketing campaign for Jurassic World.
They knew there were certain motivators for people to see the film but there would be many detraction would stop certain people from seeing the film.
They believed that the main reason for why people want to see the film was either because they were a fan of the Jurassic Park franchise or the spectacle that the film has to offer.
Adults want more spectacle
The trailer had to provide spectacle but also try and bring people back to the original Jurassic Park. It wanted to innovate and excite audiences as well as to bring back the idea that dinosaurs are "cool".
The trailer has to fight other competition within the market e.g. Star Wars, Avengers: Age of Ultron
They started to get traction in order to get buzz by promoting and retweeting things on social media e.g. Facebook, Reddit.
They created a very immersive experience in Waterloo Station with every single detail being taken care of.
21,500 retweets
Trended on Reddit front page
Allowed to take selfies with the Raptors
Got more covers and mentions than a premier would
It hit all the national newspapers
UK TV spot released 7th May 2015.
Duration: 60 seconds
I studied the TV spot for Jurassic World.
How can you attract the old audience of Jurassic Park?- Shows the Raptors that were so popular within the original people.
Also has Executive Producer Steven Spielberg as a title who directed the first two Jurassic Park movies
Music is reminiscent of the original Jurassic Park
How can it attract people through spectacle?- Spectacle is stunning where we see Chris Pratt running from the new dinosaur.
What's innovative about the film?- Has cool technology that will attract people e.g. glass pod.
New dinosaur that is bigger than the T-Rex. Snatches of dialogue that say that the dinosaurs are communicating. They're now "highly intelligent animals".
How can it get the right balance of the way dinosaurs are presented, not too scary, not too boring?
Does it give release dates? It shows the release date throughout the TV spot at the bottom right hand of the screen. In Cinemas 11th June
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