Marketing of Wall-e

Production, location, director and producer.• Walt Disney pictures and Pixar animation studio were the production

companies- which straight away suggests that this is a high budget Hollywood movie.• WALL-E was directed by Andrew Stanton• WALL-E was produced by Jim Morris• The film was created in the Disney studios in California (USA). This meant

that the creators all knew exactly what they were doing as the USA is known for their filming skills. Jesse James seven-time Oscar nominee lent his expertise on lighting and camera issues. Six-time Oscar winner Dennis Muren (has done films like star wars offered his expertise on visual effects and creating the right atmospheric imagery.

Budget- how the budget influenced the film?• Production Budget: $180,000,000• This is a high budget film- which is necessary for a animation as the technical

aspects are key, without effects (which cost a lot of money) the film would be nothing. The sounds, lighting, cast(voiceover), animation and music • The budget allowed the production team to call in the best possible creators (USA

Studios with Oscar winning teams).• This made the film more popular as people knew the name ‘Pixar’- they knew

that the creators were successful and the film didn’t let down.• The film portrays a high budget film as it is so realistic, the cuts a professional, the

detail in the film portrays nothing less than the money put in.

Marketing campaign‘Top to Bottom’

• The teaser poster’s; Wall-e actually had a total of three posters, a first teaser, a second teaser then the final theatrical poster (the main poster).

• There was also three teaser trailers to go along with each poster; with each trailer abit more was given away- of course this caused anticipation.

• One of the first major salvos in this paid media campaign was a Super Bowl spot. The commercial was actually only about fifty percent devoted to WALL-E, with the remaining 50 percent taken over by Toy Story stars Woody and Buzz. This was effective as it showed Wall-e was the latest addition to the Pixar characters, so any previous Pixar lovers will feel the need to watch WALL-E.

• One of the more interesting things Pixar did to promote the movie was to create a full identity for Buy & Large, the corporation that more or less rules the movie’s universe and which made WALL-E and the other robots. The really went the full nine for this, creating a corporate website that included B&L products to buy, information on the available robot models and more. If you didn’t know any better you might actually think this was an actual company. It includes a press room and everything just to complete the illusion.

Main stars• Ben Burtt- Wall-e• Elissa Knight- Eve• As you can see, the main characters weren’t voiced by stars that have

a huge ‘buzz’ because Wall-e didn’t need star power to be popular. The budget for the film focused on creating it to be the best it could possibly be- without needed stars to get an audience. The film also didn’t need star power because it had ‘company power’- Pixar has been going on for years and it is just one of those companies that ‘never lets you down’. People expect good films from Pixar and that’s exactly what they get.

Franchise/ Merchandise

Release and competition• Release date: June 27, 2008

Clear guiding principles:• Positioning:• -To be excited• -Environmental awareness• -At the top of animation hierarchy• -Engage a widespread audience• -The world of robots• -Advancing animation

Why was it successful?• WALL-E proves to this generation and beyond that the film medium's

only true boundaries are the human imagination.• It oversteps the boundaries of animation, the film is silent yet so

effective due to special effects.• It had a large reception- WALL-E grossed $223,808,164 in the USA and

Canada and $297,503,696 overseas for a worldwide total of $521,311,860, making it the ninth highest grossing film of 2008.• This meant that WALL-E had ‘word of mouth’- everyone and anyone

knew about it, people were aware of the film and felt the need to go and see it due to its huge buzz.