RESEARCH: MARKETING - ROCKETMAN
Posters
Taron Egerton, who plays Elton John, is shown in one of his trademark
flamboyant performance outfits and clearly having a great time singing and playing in front of a massive stadium crowd. This poster is also
purple tinting, hinting at the fantastical tone of the film.
The second poster shows John in an extreme close up, his eyes being obscured by big dramatic glasses. This poster was released for Dolby Cinemas in early May.
The Trailers
The teaser trailer labels the film as being 'based' on a true fantasy. This was done as it is meant to create a kind of out of this world, and insight into Elton Johns life. This was helped along by the good looks that the audiences sees from many of Elton's classic and iconic styles. There are scenes of him as a young child, indicating that we are going to be following him throughout his entire life. Some indications the film also does not shy away from the sexuality that John kept a secret for decades, even marrying a women, even though he was a gay man.
The official trailer which came out in late February offered a more complete look at what would be depicted in the movie. Showing scenes from the beginning of his life, working as a pub musician named Reggie. Whilst also showing him at the heights of his stardom. Therefore, it presents his story as one of trying to change his reality though wearing costumes and other theatrical excesses. It is also shown though hints at his sexuality he kept under wraps in his early years and how this can be heard and how he expressed it through his music.
Online and Social
Rocketman does not have lots on the movies
official website. The website involves a photo upload feature which allows visitors of the website to add some Elton John style to a photo from a selection of colourful frames. The final photo can then be downloaded or shared on social networks.
There was also a "Whats Your Song" section, which has a personality quiz, asking a series of questions to determine what Elton John song is the perfect one for them. You can also find the official movie playlist on spotify along with the soundtrack.
Advertising and Cross-Promotions
The first TV spot came out around the same time as the second trailer, cutting down the story of Elton John living out a fantasy life into a shorter pitch for the audience, whilst also including many of the key moments.
Fandango, a ticket movie pre-order website, announced in early May that it could give its VIP members access to screenings two weeks prior to release in an effort to jump-start audience buzz for the movie.
Most of the online ads, have used key art of John in his sparkly Dodgers uniform. Pre-roll ads on YouTube included spot for both the movie in general and for the soundtrack specifically.
There weren't many promotional partnerships, but one involved Lucky Brand, which created a collection of t-shirts inspired by the film and featuring classic photos of John. Another exclusive collection was offered by fashion retailer Mr. Porter, but most of those pieces were more formal.
Media and Publicity
In mid-March Paramount held a preview event giving select attendees a first look at expanded footage from the movie, resulting in a wave of very positive buzz and word of mouth as those who saw it came away impressed by Egerton and the production as a whole. Reports circulated the movie would have its official premiere out of competition at the Cannes Film Festival. It was later added as the opening night feature at the Toronto LGBT Festival, as Elton is a very openly gay man.
"The Tonight Show" hosted an appearance by Maddon. Closer to release Egerton was interviewed about his friendship with John on "jimmy Kimmel Live". A number of interviews featured John and Egerton together. Included an appearance on "Good Morning America", where the due sang along to Johns music. They also did this on an episode on "Carpool Karaoke".
The movies appearance at Cannes was a major event with the enter cast as well as John. Everyone engaged in multiple interviews, talking about the story and how true it was. Paramount also hosted a special performance of both John and Egerton at the festival, which gathered massive press attention. The singer was also interviewed about his substance abuse from years ago, which played into the movies story.
I then asked their favourite genre of film, with the majority of 85% of people saying that comedy is their favourite. With the second being Adventure at 42%. With the least popular being horror at 0%.
