Case Study Research
New Zealand Film:
what we do in the shadows
- 2.9 million followers on instagram --> Taika Waititi
- 534.4k followers on twitter --> Jemaine Clement
- controversy or context around it:
- The film was pirated. After shutting down a piracy website based in Mount Wellington, Auckland, the website revealed that, at 277,000 downloads.
- "Smarter, fresher, and funnier than a modern vampire movie has any right to be, What We Do in the Shadows is bloody good fun."
- media screening
- they turned up at fan events
- they ran art competitions
- They changed the sign for the new Zealand capital Wellington (changed white w to a red v)
- They made a trade me account selling items from the vampire house
- they did interviews with everyone who asked
- They made a trade me account selling items from the vampire house
- they did an online dating vampire profile.
Hollywood Blockbuster:
Spider-Man: No Way Home
- date of release: 17 December 2021 (USA)
- highest grossing film in 2021 worldwide
- what the budget was: $200 million (USD)
- what they made on opening weekend: $260 million (USD)
- gross earnings: $1.8 billion (USD)
- who directed it: Jon Watts
- A-list cast / actors: Tom Holland, Zendaya, Andrew Garfield, Tobey Maguire, Willem Dafoe, Benedict Cumberbatch, Jamie Foxx
- 67.3 million followers on Instagram --> Tom Holland
- 145 million followers on Instagram --> Zendaya
- controversy or context around it:
- The Chinese government reportedly banned the screening of Spider-Man: No Way Home over Sony's refusal to edit some pretty important scenes. The statue of liberty scene due to it being a symbol of American Freedom.
- who funded the film: Sony, Disney (Marvel), Columbia Pictures
- what did critics say about it:
- "A bigger, bolder Spider-Man sequel, No Way Home expands the franchise's scope and stakes without losing sight of its humor and heart."
- "Throughout all of it, the weird and complex history of Spider-Man as a cinematic icon isn't a hindrance to the story; instead, it's an enhancement, using the quirks of the character's legacy as a source of illumination into why he has endured so long."
- "This film is fan service at its best because even us, casual lovers, can enjoy the ride."
- "Spider-Man: No Way Home won't be for everyone. Some might see its cross-movie webbing as too chaotic, too fan-servicey, or just generally too much. Personally, having rewatched all of the previous movies recently, I was in awe of how Watts and his team weaved such different styles and textures together to express common themes and a familiar yet fresh tale of what it means to be a hero who is hurting. These elements play together in a dizzying ballet of action and emotion, bolstered by impeccable visual effects and an all-star cast eager to sink their teeth into these juicy collisions."
- "No Way Home is messier than the average adventure off the MCU assembly line. It has more in common with Raimi’s overcrowded Spider-Man 3 than just a certain sentient storm of minerals (played by… well, it’s not entirely clear, even after a climactic desanding). At times, it feels like there are as many movies competing for screentime here as there are villains, with returning director Jon Watts attempting the herculean (or just Peter Parkerian) task of balancing a large cast of old friends and family with a new roster of adversaries with whom the audience is assumed to be familiar."
- how was it distributed:
- Theatres
- Streaming services: Amazon Prime Video, Vudu, YouTube and potentially Netflix in the future
- DVD and Blu-Ray
- Marketing campaigns:
The marketing budget for Spider-Man No Way Home was $248 million (USD). The marketing campaign created speculation around whether or not there would be cameos from the former spider-mans (Andrew Garfield and Tobey Maguire). This was the key marketing strategy as the idea interested many people from different generations. Two different trailers were released that peaked most of the audience's interest in watching the film. It is said the initial marketing plan was to make the plot line seem as though it were a civil war between Spider-Man and Doctor Strange which panned out to be too deceiving to fans as they had already figured past actors and characters would re-surface. The secrecy and anticipation of this became the main marketing strategy like mentioned before.
Piracy: A high-quality Blu-ray copy of 'Spider-Man: No Way Home' has leaked online, weeks before the official physical release. The pirate copy comes courtesy of EVO, the same group that previously leaked many other prominent titles.
YouTube: The new teaser trailer for Spider-Man: No Way Home broke the record for the most views in its first 24 hours. The No Way Home trailer picked up a huge 355.5 million views in its first 24 hours on YouTube, beating the record held by Avengers: Endgame, which had garnered 289 million views in the same period in 2019.
distribution: standard release
- Spider-Man: No Way Home was released by Sony Pictures Home Entertainment on digital on March 15, 2022, and on Ultra HD Blu-ray, Blu-ray, and DVD on April 12, 2022.
Indie Film:
I, Tonya
- date of release: 19 January 2018 (USA)
- what the budget was: 11 million (USD)
- what they made on opening weekend: $264,155 (USD)
- gross earnings: $53.9 million (USD)
- director: Craig Gillespie
- A-list cast: Margot Robbie, Sebastian Stan, Allison Janney
- 9.3 million followers on Instagram --> Sebastian Stan
- controversy or context around it:
- Tonya Harding, a competitive ice skater, rises to fame despite her personal struggles. However, her career begins to go off the rails when her ex-husband re-enters her life. On January 6, 1994, Nancy Kerrigan was attacked after practice at the Cobo Arena in Detroit, Michigan. The film is a biopic about these events in the point of view of Tonya Harding as she is portrayed in the media as the villain but the film makes her the victim to her ex-husbands devious plans.
- who distributed the film: Neon
- who funded the film: Neon, AI Film (an independent film finance and executive production company)
- what the critics said about it:
- “I, Tonya is far from your typical biopic, and it's all the better for it. Buoyed by sharp, fun storytelling and Oscar-worthy performances, it's exactly the type of movie this story deserved. Margot Robbie finally gets a role to match her talent.”
- “While the film is predominantly a comedy, and a very, very funny one, it goes to some dark places, showing Harding’s abuse at the hands of her husband and the tongue of her mother. She’s the butt of the sport's jokes too – a goose trying to swim with swans – yet she keeps coming back. Believe her or not, she’s a hell of a subject for a hell of a movie.”
- “At times, I, Tonya comes close to caricaturing Harding in exactly the same way that the media did at the time of the Nancy Kerrigan scandal.”
- “Even if you know what’s coming in I, Tonya (teased from early on in the film as “the incident”) this energetic biopic on disgraced Olympian figure skater Tonya Harding still packs surprises. There’s perhaps none more so, for me, than the feeling conjured up by the skating sequences - exhilaration. I know, not something I saw coming, but the wonders of modern action cinematography come to the fore here, as a virtual camera roams the ice alongside “Margot Robbie”. Attempts to dissect the technical wizardry vanish thanks to the thrill of skating routines in which you’re really rooting for the film’s foul-mouthed, self-described redneck subject, one of several unreliable fourth wall-breaking characters who deliver lively and hilarious performances here.”
- “As "I, Tonya" skips here and there and thickens the plot, it becomes increasingly baffling why the filmmakers decided to put a comic spin on this pathetic, dispiriting story”
- how was it distributed:
- I, Tonya premiered at the 2017 Toronto International Film Festival on September 8, 2017. It was theatrically released on December 8, 2017.
- Streaming services: Hulu, Netflix, Amazon Prime, Neon
- Marketing campaigns:
- Posters
- first and only poster features Robbie as Harding standing against the cinderblock wall common to arenas as she holds her skates in her hands and sports a defiant scowl.
- Trailer
- short teaser trailer sets up Tonya as embracing the role of someone willing to be the bad guy
- In the first full trailer we see Tonya’s story and how her mother pushed her to be her best even resulting in violence
- Online and social
- Has their own website that urges the audience to buy tickets and watch the movie
- Media and publicity
- Margot Robbie did many interviews leading up to the release of the film.
A Film that didn't do well:
The interview
- date of release: 25 December, 2014
- budget: 44 million (USD)
- what they made on opening weekend: $1.8 million (USD)
- gross earnings: $12.4 million (USD)
- director: Seth Rogen, Evan Goldberg
- A-list: Seth Rogen, James Franco
- 9.5 million followers on Instagram --> Seth rogen
- controversy or context around it:
- The North Korean government actually threatened to take action against the United States if the film was released.
- In the November of this time, a group known as the "Guardians of the Peace" who allegedly had ties to North Korea hacked Sony's computer systems. They even threatened terrorist attacks against theatres where the film was showing.
- South Korean singer even claimed that Sony had used one of her songs without permission.
- The movie plot was about assassinating a real-life world leader which caused controversy.
- what did critics say about it:
- Unfortunately overshadowed by controversy (and under-screened as a result), The Interview's screenplay offers middling laughs bolstered by its two likeable leads.
- how was it distributed:
- Sony delayed the movie's initial theatrical release from October 10 to December 25, 2014.
- The Interview was released in the United States for rental of purchase through the streaming services Youtube, Google Play and Xbox Video. The file-sharing website SeeTheInterview.com had a security hole and so people were able to illegally download the movie
- the film was available on Blu-ray Disc and DVD and it included behind-the-scenes featurettes, a blooper reel, 90minutes of deleted scenes, and feature commentary with directors Rogen and Goldberg.
- Marketing campaigns:
- Sony's decision to withhold the movie's release sparked a debate which caused it to become the media's focus.It became a popular film despite the negative review (because of its conversational political portrayal of North Korea including the death of their political leader). Some saw this movie not as a joke but as a declaration of war.
- released a trailer that would play before other movies
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