aprilhenry (aprilhenry) wrote,

Unique approach to marketing Coraline

I’m interested in everything about Coraline, because it was filmed here, bankrolled by our state’s richest man (Nike’s Phil Knight, who once helped balance the entire state’s budget by selling some stocks and paying taxes), and it is based on a book I read to Teen when she was Kid.

AdAge had an interesting article on how they marketed Coraline using "pinwheel marketing -- niche promotion and publicity working in concert with traditional Hollywood movie marketing. Wieden identified some 15 niche demographic "spokes," then set about courting the knitting aficionados, comic-book geeks, collectibles mavens, emo rockers, crafts makers and casual gamers that would help "Coraline" open to $7 million more than Focus initially projected for its first weekend.”

Read more here.

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