Anchorman 2 Changed what it Means to Be a Movie

WHAT ANCHORMAN 2 DID ISKIND OF A BIG DEAL.

GARYVAYNERCHUK.COM

GARY VAYNERCHUK

GARYVAYNERCHUK.COMGARYVAYNERCHUK

SO ANCHORMAN 2JUST CAME OUT.


And aside from the AMAZING MUSTACHE QUALITY,


I think there are some really really important lessons to be learned here.


The producers did a lot of the things that we’ve come to expect from a major motion picture release:


TRAILERS


A BRANDED TUMBLR


TONS OF FACEBOOK TABS


But, where ANCHORMAN 2 differentiated itself was in the other stuff they did.


Unless you’ve been hiding under a wheel of cheese,

GARYVAYNERCHUK.COM

GARYVAYNERCHUK.COM

You’ll notice that RON BURGUNDY has been appearing in all kinds of places over the last few months.

GARYVAYNERCHUK


SELLING CARS


INTRODUCING A NEW LINE OF SCOTCH


APPEARING IN LOCAL NEWS


AND TONS OF WEB-ONLY EXCLUSIVE MATERIAL.


Now, this is not the same as “behind the scenes” footage.


What makes this different...


is that they’re not just using pre-existing assets.


They’re taking a core asset(WILL FERRELL)

GARYVAYNERCHUK.COM

and investing the time and money.

GARYVAYNERCHUK

+


to create BRAND NEW PIECES OF CONTENT...

GARYVAYNERCHUK

that they can customize and target AT ANY SEGMENT OF THEIR AUDIENCE.


And executionally, it’s actually really smart.


For example:


When they had RON analyze theAustralian election,


the first and obvious thing it did was it inject him directly into the Australian market.

-crikey!


Where it gets fun is that this content is immediately picked up by a broader audience...


!

as it hits sites like FACEBOOK and REDDIT (just because it’s cool).


*(Well said, Will.)

“We’ve kind of gotten into different pockets of the audience that we never would have reached through Ron’s appearances.”*


GUYS, THIS IS NEW.


I’VE ALWAYS SAID THATeverybody is a media company.


And now, even media companiesARE BECOMINGMEDIA COMPANIES.


They’re not just taking existing assets and repurposing them into commercials and trailers.


What they’re doing is using resources to make BRAND PIECES OF CONTENT

NEW


that EXTEND the lifeof the movie outsideof the theater.


This includes the “normal stuff” we talked about earlier.


For example, in one of the Facebook games, SCOTCH-TOSS, they didn’t do the easy thing and use lines from the movie,


They brought Will Ferrell into a studio and recorded new content to go along with the game.


It’s not often a major production company

treats their IP* this way.

*intellectual property


They’ve changed what it means to be a movie.


It’s no longer enough to produce a two-hour product, market it with some trailers, and call it a day.


They’ve removed the barrier to getting extra content.


It used to be that you had to buy the DVD, (after seeing the movie, mind you)


But Paramount is just offering all of this stuff UP-FRONT!


Because video is theirprimary product, (they’re making a movie, after all)


this kind of content is basically AS VALUABLE AS THEIR CORE PRODUCT.


It’s getting eyeballs.It’s generating ad revenue.IT’S MAKING YOU LAUGH.


Unlike the movie itself,


It can reach more people in the places they’re already consuming content.


In the past, diehard fans would have to wait for some cross-promotional event...


or, if they were really lucky, maybe they’d get a spin off...(that didn’t even have the same actors)


but here, Anchorman 2 is straight up giving you more of

what you want with NO CAVEATS.


And the room for expansionis LIMITLESS.


All they need to do is putRon in a new situation...


CNN?


that makes sense fora news anchor....


THE TODAY SHOW?


and they instantly get the combination of exposure and new viral content.


JAPANESE NEWS?


As long as they’re smart, and avoid product placement for the sake of product placement.


All Ron needs to do is show up,


and the story of ANCHORMAN 2

continues...


THE POSSIBILITIES ARE ENDLESS.

Anchorman 2 Changed what it Means to Be a Movie

Entertainment & Humor

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