Movie Marketing Strategy: Audience Analysis and Promotion Plan for Raya and the Last Dragon
Overview
This paper analyzes the target audience profile for the March 2021 animated film Raya and the Last Dragon and proposes comprehensive marketing strategies to maximize its reach and reception. The analysis identifies youths as the primary demographic due to the film's adventure narrative and advanced animation technology, while the marketing strategy combines paid advertisements, grassroots advertising, and publicity across multiple media channels.
What this coursework covers
- Introduction establishing the movie industry's significance and paper scope
- Audience Profile analyzing why youths are the target demographic based on film content and animation technology
- Marketing Strategy detailing paid advertisements through television, radio, and print media with specific timing and implementation details
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Movie Marketing
The world of entertainment is a fascinating sector. The movie sector is among the top on the favorites sections of the entertainment list. A 2019 research by NPD Group shows that 27 percent of entertainment time in the US in 2018 was spent watching movies. The second in the list was music with 19 percent and video games at 16 (Stych). For the watching of movies to gain that popularity, some effort of marketing was invested. This paper analyzes the audience for the March 2021 movie Raya and the Dragon. It also discusses the marketing strategies for ensuring the movie gets full awareness and a big reception upon its release on 12 March 2021 (Walt Disney Animation Studios).
Audience Profile
Raya and the Last Dragon are an animation film that targets the youths because the movie's premise identifies with them more. The movie is set in at a time when humanity is facing a crisis from monsters. Five hundred years ago, these monsters led by Druun were defeated by Dragons, who sacrificed themselves to save humanity ("Raya And The Last Dragon"). Raya has the most challenging task of tracking down the last Dragon for the sake of humanity. Along the way, she learns that she is up for a more formidable task than she thought.
Although youths are dynamic, they love to explore adventure movies, and the film Raya and the Last Dragon is the perfect choice for them.