Brand of the Day: Jurassic Park/Jurassic World
Welcome to Brand of the Day, where we pick the company making headlines for the day and explain five elements you need to know about what has happened for them to be in the news.
This weekend saw the fourth in the Jurassic Park series; Jurassic World, set a new record for the highest weekend opening, garnering $511m ($204.596m in the US alone), boosted by a $30m US TV media spend since November.
Here’s more behind the franchise.
Jurassic World stars Chris Pratt and Bryce Dallas Howard, and is directed by Colin Trevorrow. It is also produced by the original director of the first two films in the series, Steven Spielberg.
Early in the marketing of the new film, there was criticism for a teaser scene by the director of The Avengers series (which previously held the weekend record at $207.4m, set in 2012) Joss Whedon, who implied that it was sexist.
Whedon responded to a tweet by The MarySue (see above) claiming it was fawning over the scene, stating; “...and I'm too busy wishing this clip wasn't 70's era sexist. She's a stiff, he's a life-force - really? Still?”
He has since apologised despite Treverrow agreeing with the comment and claiming that it was an odd clip to release out of context.
The Jurassic World Twitter feed is actually a rebrand from the official Jurassic Park feed which began on 7 November 2012 and is a good example of how to use Twitter to promote a film, retweeting fans and sending out teaser pics and videos of the film as well as pre, during and post production shots to grow excitement.
The official Jurassic World trailer has been viewed 66,167,849 times on YouTube alone as of the time of writing, having been posted on 25 November 2014.