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Anchorman 2. When is too much marketing too much?

15 Jan

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I love Will Ferrell and I think Steve Carell is a genius. This newish brand of just plain silly comedy out of the US is funny. And in my book, any excuse for a laugh. I was really looking forward to seeing Anchorman 2 with my family. The first Anchorman was great. And I know Will Ferrell is not to everyone’s taste.

But when I first heard about the 2nd Anchorman instalment I was kind of excited.

And then I heard about it, and I heard about it, and I heard about it again.

Transit ads on buses. The usual internet blitz. Cardboard moustaches. A hell of a roadshow. Youtube ads and trailers.

Saw the film and loved it.

But guess what?

The box office results have been disappointing.

What could have gone wrong? A stellar cast. Great script. Funny as …

No. Too much marketing!

To quote the Steven Zeitchik’s Los Angeles Times story (December 23, 2013)

‘That heaping plate of Ron Burgundy over the past few months (there was also that anchoring of news in North Dakota, the relentless Dodge Durango commercials, the Newseum exhibition, the underwear cross-promotion) made people feel like they had gotten their fill of the character.’

I don’t know about you, but I don’t like being repeatedly bashed over the head.

Be strategic and subtle. Plan your marketing. Give ’em time to breathe.

But let them know you’re there.

Anyway … I loved the film!