Welcome to Moviepilot's Marketing Spotlight, our weekly look at which marketing campaigns are doing it right. In the world of entertainment, the marketing of a movie or TV series can be as important as the production itself. A good promo campaign can mean the difference between a hit and a flop, but a putting together a smart campaign is harder than it looks.
Here are the great pieces of marketing from this past week, March 13-19.
Batman v Superman: Dawn of Justice (Warner Bros.)
So far, the marketing campaign for Warner Bros. [Batman v Superman: Dawn of Justice](tag:711870) has been light on utilizing the cast and heavy on the world-building through viral content. Of particular focus for the marketing has been villain Lex Luthor and his LexCorp Industries, being portrayed as a real-life company with a LexCorp website and Twitter account for Lex Luthor. Luthor also gave an interview with Fortune to add to the feeling that he is a living, breathing character out there in the world.
And today, the Batman v Superman campaign continued to capitalize upon all things viral and social media with the launch of a "Batman v Superman" channel on Snapchat Discover. It will run for 24 hours in the U.S., along with a handful of other countries such as the U.K. and Canada, France, Germany, the Netherlands, Brazil, and Australia. This is the culmination of a 4-day run in which Snapchat users could adopt DC-themed selfie lenses: two for Batman, and one each for Superman and Wonder Woman. The Snapchat Discover channel will have a hodge-podge of content with which fans can engage, including interviews with the cast members and director Zack Snyder, exclusive video clips, showcased artwork, and more.
Along with putting Ben Affleck's Batman more front and center as the campaign has gone on due to feedback from social media buzz and test audiences, it's been smart for Warner Bros. to continue to build upon the groundedness and interactiveness of the DC universe. A challenge with the darkness of the world that Zack Snyder has built so far is that it runs the risk of alienating some fans that can't relate. Making fans feel as if these are elements they could interact with in real life and characters they could walk past on the street is a clever way of making fans feel more connected to the world. While there's no worry that Batman v Superman won't absolutely dominate the box office, it can certainly only help for fans to feel more personal ownership of the movie universe DC and Warner Bros. are building, in general.
Batman v Superman: Dawn of Justice is in theaters on Friday, March 23.