Strategic Benchmarking of Warner Bros

What to benchmark?

In strategic benchmarking, we will observe how the film studio compete such as what strategy that used.

For Warner Bros Studio, dissimilarity of culture across the world will be taken seriously while setting the marketing strategic. One of the major obstacles while selecting a standardized promotion strategic is the difference culture among global markets. Factors that need to consider include education level, social cultural and customer literacy of different country. The distribution strategy that set should follow culture of each export country such as inventory policy, location preference and shopping behavior.

The successful example is distribution of “The Matrix Revolution” on 11/5/2003. The total gross of “The Matrix Revolution” had reach $139,313,948. Warner bros release “The Matrix Revolution” simultaneously around the world in 109 markets, more than 10000 screens, 60 IMAX theatres, and 43 languages. There is different release time for each city such as 6am in Los Angel, 9am in New York, 2pm in England, 11pm in Korea and Japan, and 1am in Australia. This strategic implemented to against piracy and make the movie distribution become a big event. As a result, “The Matrix Revolution” created second-highest Wednesday opening record in film industry.

Warner Bros tried to renew the advertising, promotion, publicity and research for the film both domestically and internationally. Warner Bros advertise its film through traditional tactics such as trailers in cinema, television, radio, movie poster, and advertising in billboard, newspaper and magazine. Other than this, movie website and Facebook fan page also being used to promote the film.

For example, Kroll’s team create a Facebook fan pages which enable fans to upload photos that put themselves inside the movie in order to amplify talks about Warner Bros film “Hangover”. One month after the pages being created, the page had 1.8 million fans. After distribution of “Hangover 2”, the amount of fans for that page reaches 12 million.

How about Comparative Companies?

One of the strategy that been used by some of the film studio is press mailer. Press mailer is similar to business card, brochure or gift that will leave impression to others. Press mailer is a package that sent to news media. A film critic needs to watch many movies and give comment every year, newspaper entertainment section editors also need to write article regarding particular movie. So film studio need to think how to make their product more exciting than others and press mailer is one of the ways. Inside the press mailer you may found anything such as a T-shirt, bottle, or others. Usually film studio will make two type of press mailer, one is for selected audience and another type is for wider distribution.

For example, Paramount