I will be be discussing how the 2014 blockbuster "Divergent" was advertised and how it was marketed through the mainstream.
Director - Neil Burger
Writers - Veronica Roth, Vanessa Taylor, Evan Dougherty
Genre - Adventure & Action,
Science Fiction & Fantasy
Looking at poster, it looks animated which makes it look very surreal. The colours used here are not too bright or dull mainly showing the sunset. The poster also includes the two main characters (Four & Tris) followed by the logo which represents the movie (black birds in the top right corner). The poster immediatley gives you the idea of the movie being an action and adventure film, especially the weapons and outfits.
Looking at poster, it looks animated which makes it look very surreal. The colours used here are not too bright or dull mainly showing the sunset. The poster also includes the two main characters (Four & Tris) followed by the logo which represents the movie (black birds in the top right corner). The poster immediatley gives you the idea of the movie being an action and adventure film, especially the weapons and outfits.
CAST
Divergent Trailers
The first trailer starts off with a voiceover (Tris) telling the audience about the society being split into 5 factions and what they have to do. The trailer also gives a brief outline showing what the film is about showing that she is different and a Divergent. There's a lot of action and suspense which makes the audience want to know whats going to happen.
The second trailer also has a voiceover but this time it is Four. This trailer is slightly similar but more focused on the relatonship of Tris & Four battling the dominating faction.
Synopsis of Divergent
Tris lives in a futuristic world in which society is split into five groups. As each person enters adulthood, she must choose a group and commit to it for life. Tris chooses Dauntless (bravery). As she moves on she then discovers that she is a Divergent and will never be able to fit into just one group. Advised that she must hide her status, Tris uncovers a looming war which threatens everyone she loves.
CASTING
In october 22, 2012 it was announced that Shailene Woodley who starred in 'The Fault in our stars' had landed the lead role of Beatrice "Tris" Proir. Lucas Till, Jack Reynor, Jeremy Irvine, Alex Pettyfer, Brenton Thwaites, Alexander Ludwig and Luke Bracey were all considered for the role or Tobias "Four" Eaton. On March 15, 2013, it was announced that Theo James had been cast as Four.
MARKETING
Divergent Trailers
The first trailer starts off with a voiceover (Tris) telling the audience about the society being split into 5 factions and what they have to do. The trailer also gives a brief outline showing what the film is about showing that she is different and a Divergent. There's a lot of action and suspense which makes the audience want to know whats going to happen.
The second trailer also has a voiceover but this time it is Four. This trailer is slightly similar but more focused on the relatonship of Tris & Four battling the dominating faction.
Synopsis of Divergent
Tris lives in a futuristic world in which society is split into five groups. As each person enters adulthood, she must choose a group and commit to it for life. Tris chooses Dauntless (bravery). As she moves on she then discovers that she is a Divergent and will never be able to fit into just one group. Advised that she must hide her status, Tris uncovers a looming war which threatens everyone she loves.
CASTING
In october 22, 2012 it was announced that Shailene Woodley who starred in 'The Fault in our stars' had landed the lead role of Beatrice "Tris" Proir. Lucas Till, Jack Reynor, Jeremy Irvine, Alex Pettyfer, Brenton Thwaites, Alexander Ludwig and Luke Bracey were all considered for the role or Tobias "Four" Eaton. On March 15, 2013, it was announced that Theo James had been cast as Four.
MARKETING
The first image of Shailene Woodley as Beatrice "Tris" Prior was revealed by Entertainment Weekley on April 24, 2013.
A few seconds sneak preview footage of the film was shown at the 2013 Cannes Film Festival.
On June 7, Entertainment Weekly released a still of Theo James (Four) showing the Dauntless initiates around their new headquarters.
The magazine released several more stills on July 19.
On July 16, USA Today released the first image of Kate Winslet as Jeanine Matthews.
On July 18, 2013 Summit held a sold-out San Diego Comic-Con panel in Hall H. Shailene Woodley, Theo James, Maggie Q, Zoe Kravitz, Ansel Elgort, Ben Lloyd-Hughes, Amy Newbold, Miles Teller, Christian Madsen, director Neil Burger, and author Veronica Roth attended the panel and answered fan questions, along with the showing of exclusive film clips.
On August 22, 2013, a sneak peek of the first teaser trailerwas released by MTV.
The full teaser was released on August 25, 2013 during the pre-show of the MTV Music Video Awards.
Two official posters featuring Woodley and James as Tris and Four and highlighting their tattoos were released on September 23, 2013.
Neil Burger released the full official trailer on November 13, 2013.
On February 4, 2014 Shailene Woodley and Theo James released the final trailer for the film during their appearance on Jimmy Kimmel Live.
The marketing campaign for the film cost at least $50 million.
RELEASE
On the first day of advance ticket sales the film sold half of it's tickets.
Divergent was released on DVD and Blu-ray on August 5, 2014. Prior to its DVD release, a deleted scene from the film featuring Miles Teller as Peter Hayes and Ben Lamb as Edward was released on July 30, 2014.
BOX OFFICE
Divergent earned
$150,947,895 in North America, and $137,800,000 in other countries, for a
worldwide total of $288,747,895. Calculating in all expenses, Deadline.com estimated that the film made a profit
of $71.87 million.
On its opening
weekend, the film attained the No. 1 spot in domestic and worldwide box office
rankings by Rendak. The film grossed $4.9 million in late night screenings, on
Thursday March 20, 2014. On its opening day, the film grossed $22.8 million in
the United States (including the Thursday night gross). Divergent accumulated
$54,607,747 from 3,936 theatres at an average of $13,873 per theatre, on its
opening weekend in the United States and Canada
and
grossed $1.7 million internationally from four territories, with a worldwide
total of $56,307,747.
REVIEWS
The marketing campaign for the film cost at least $50 million.
RELEASE
On the first day of advance ticket sales the film sold half of it's tickets.
Divergent was released on DVD and Blu-ray on August 5, 2014. Prior to its DVD release, a deleted scene from the film featuring Miles Teller as Peter Hayes and Ben Lamb as Edward was released on July 30, 2014.
BOX OFFICE
Divergent earned
$150,947,895 in North America, and $137,800,000 in other countries, for a
worldwide total of $288,747,895. Calculating in all expenses, Deadline.com estimated that the film made a profit
of $71.87 million.
On its opening
weekend, the film attained the No. 1 spot in domestic and worldwide box office
rankings by Rendak. The film grossed $4.9 million in late night screenings, on
Thursday March 20, 2014. On its opening day, the film grossed $22.8 million in
the United States (including the Thursday night gross). Divergent accumulated
$54,607,747 from 3,936 theatres at an average of $13,873 per theatre, on its
opening weekend in the United States and Canada
and
grossed $1.7 million internationally from four territories, with a worldwide
total of $56,307,747.
REVIEWS
REVIEWS
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