Article:

US-Blockbuster-Marketing in Deutschland

The paper gives insight into the cultural logic and significance of the movie blockbuster marketing within contemporary global entertainment. Case studies of four US-Blockbusters in the German market will show the state of the art of marketing a franchise movie in a converging media world, where the pre-sold property comes from comic books, theme park rides and even computer games. The analysis shows, that depending on the assumed target audience, the marketing strategies differ. Social media seems to be more efficient with a young action oriented audience, while classic television ads via tie-ins reach the family audience.