The Client

Walt Disney Studios Motion Pictures is an American motion picture distribution division owned by The Walt Disney Company. WDSMP handles the distribution, marketing and promotion for films produced by the Walt Disney Studios; including Walt Disney Pictures, Walt Disney Animation Studios, Pixar Animation Studios, DisneyToon Studios, Lucasfilm, Marvel Studios, Disneynature and Touchstone Pictures.

The Challenge

WDSMP UK’s marketing team engaged us to independently judge a nationwide cinema initiative for The Avengers (2012). We were tasked with assessing the value of promotional campaigns led by Cineworld cinemas nationwide in order to ensure that the launch of the film was supported across a diverse range of communities throughout the United Kingdom.

Judging a Nationwide Cinema Initiative

We were tasked with independently judging promotional campaigns led by Cineworld cinemas across the UK to support the release of The Avengers.

The Solution

We developed a robust methodology before undertaking extensive campaign analysis using a wealth of data and qualitative feedback from a diverse group of community stakeholders. Using this approach, we were able to accurately assess the value added by individual promotional campaigns across a diverse range of communities, resulting in the selection of prize winners in several categories including use of point of sale, community engagement, and media campaigns.

The Result

The Avengers generated $1.5 billion in worldwide ticket sales, taking £15.78 million in its first opening week in the UK. The dramatic success of the film in its early stages was attributed to the local marketing campaigns led by Cineworld cinemas across the UK.

We continued to work in partnership with Disney’s UK marketing team on a number of blockbuster films including The Avengers (2012) and Frankenweenie.

Steph King, Senior Marketing Manager

“Bradley is an extremely diligent worker… He is quick and efficient in delivering results in a clear and intelligent manner.”