Anchorman 2 Changed what it Means to Be a Movie

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It's not just enough to make a movie, market it with trailers, and call it a day. Check out how the team behind Anchorman 2 went above and beyond to change the way movies are sold.

Transcript of Anchorman 2 Changed what it Means to Be a Movie

  • WHAT ANCHORMAN 2 DID IS KIND OF A BIG DEAL. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • SO ANCHORMAN 2 JUST CAME OUT. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • And aside from the AMAZING MUSTACHE QUALITY, GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • I think there are some really really important lessons to be learned here. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • The producers did a lot of the things that weve come to expect from a major motion picture release: GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • TRAILERS GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • A BRANDED TUMBLR GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • TONS OF FACEBOOK TABS GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • But, where ANCHORMAN 2 differentiated itself was in the other stuff they did. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Unless youve been hiding under a wheel of cheese, GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Youll notice that RON BURGUNDY has been appearing in all kinds of places over the last few months. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • SELLING CARS GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • INTRODUCING A NEW LINE OF SCOTCH GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • APPEARING IN LOCAL NEWS GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • AND TONS OF WEB-ONLY EXCLUSIVE MATERIAL. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Now, this is not the same as behind the scenes footage. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • What makes this different... GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • is that theyre not just using pre-existing assets. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Theyre taking a core asset (WILL FERRELL) GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • and investing the time and money. + GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • to create BRAND NEW PIECES OF CONTENT... GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • that they can customize and target AT ANY SEGMENT OF THEIR AUDIENCE. GARY VAYNERCHUK
  • And executionally, its actually really smart. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • For example: GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • When they had RON analyze the Australian election, GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • the first and obvious thing it did was it inject him directly into the Australian market. -crikey! GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Where it gets fun is that this content is immediately picked up by a broader audience... GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • as it hits sites like FACEBOOK and REDDIT (just because its cool). ! GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Weve kind of gotten into different pockets of the audience that we never would have reached through Rons appearances.* *(Well said, Will.) GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • GUYS, THIS IS NEW. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • IVE ALWAYS SAID THAT everybody is a media company. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • And now, even media companies ARE BECOMING MEDIA COMPANIES. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Theyre not just taking existing assets and repurposing them into commercials and trailers. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • What theyre doing is using resources to make BRAND NEW PIECES OF CONTENT GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • that EXTEND the life of the movie outside of the theater. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • This includes the normal stuff we talked about earlier. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • For example, in one of the Facebook games, SCOTCH-TOSS, they didnt do the easy thing and use lines from the movie, GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • They brought Will Ferrell into a studio and recorded new content to go along with the game. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Its not often a major production company treats their IP* this way. *intellectual property GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Theyve changed what it means to be a movie. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Its no longer enough to produce a two-hour product, market it with some trailers, and call it a day. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Theyve removed the barrier to getting extra content. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • It used to be that you had to buy the DVD, (after seeing the movie, mind you) GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • But Paramount is just offering all of this stuff UP-FRONT! GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Because video is their primary product, (theyre making a movie, after all) GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • this kind of content is basically AS VALUABLE AS THEIR CORE PRODUCT. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Its getting eyeballs. Its generating ad revenue. ITS MAKING YOU LAUGH. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • Unlike the movie itself, GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • It can reach more people in the places theyre already consuming content. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • In the past, diehard fans would have to wait for some cross-promotional event... GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • or, if they were really lucky, maybe theyd get a spin off... (that didnt even have the same actors) GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • but here, Anchorman 2 is straight up giving you more of what you want with NO CAVEATS. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • And the room for expansion is LIMITLESS. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • All they need to do is put Ron in a new situation... GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • CNN? GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • that makes sense for a news anchor.... GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • THE TODAY SHOW? GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • and they instantly get the combination of exposure and new viral content. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • JAPANESE NEWS? GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • As long as theyre smart, and avoid product placement for the sake of product placement. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  • All Ron needs to do is show up, GARY VAYNERCHUK GARYVAYNERCHUK.COM