15/09/2022 – In 2009 James Cameron displaces public opinion and the blockbuster market with a “product” really innovative, both in terms of technology and concepts: Avatar comes out, a combination of computer graphics, fantasia, innovation and plot that has allowed the story set in the world of Pandora to ring record after record of receipts (are estimated at 2 billion and 800 thousand dollars).
Like any big business (and here we speak of enterprise also at the level of creative effort and production, with a Cameron who had already surpassed himself over ten years earlier with Titanic) the moment of evolution and competition arrives, especially in a sector where technology has canceled many distances and consequently the ability of an innovator to maintain a competitive edge over the others.
In December 2022 will then begin Avatar The Way of Water, the first of four planned sequels in “industrial plan” of this reality. A project which is naturally equally ambitious and which carries the burden of enormous expectations on the part of the “clientele”, to continue to maintain a parallel between the world of cinema and the world of business.
The differences in terms of technology, image perfection, impact of the special effects probably won't be as abysmal as they were in the 2009, therefore the strategy towards success will have to follow another path. It is here that Cameron has studied well and thoroughly what his “brand” must do, developing a plan that takes into account multiple aspects and not just what revolves around the product.
And the team that has designed over the years has come up with a real “path” which runs in parallel with the cultural change of the viewer, yesterday attracted by special effects, today sensitive to the fate of the planet, tomorrow united by a new sense of universality among the people, perhaps precisely because he is increasingly worried about what is happening around him.
In fact, James Cameron wanted to highlight that Avatar increasingly responds to a need for a return to serenity and that … << whatever culture you belong to, from China to North America, immerse yourself in the story. People find the universality of their lives in this world >>.
A real one “positioning” of this brand, that through science fiction and also the struggles for survival, takes the side of sustainability, which is so much talked about on a theoretical level, often without being able to work on the conscience of the people. Avatar tells a story about a planet where nature triumphs, while in our world we are increasingly distant from it, a distance that has negative effects on people.
Finally the target, another aspect finely studied by the marketing team, just like a business should do periodically. The airing of the sequel is preceded, just these days, since the return to theaters of the first film, with the aim of making a new generation experience the emotion of being able to see, at its best in a remastered version, Avatars on the big screen, whereas anyone with less than 22 years he became a fan of the film, discovering it through the gaming industry or seeing it on TV, but not experiencing the same sensations as those who discovered it for the first time on the big screen, technology for which the film was designed. In fact, Cameron himself underlines how << who discovered it outside the cinemas … it's like you haven't seen it >>.
The new generation, today, has a completely different potential than the one who found herself buying the product 13 Years ago, a decade into the 3D era, of virtual reality or augmented reality are a huge time cycle. And therefore the positioning of the brand must take into account this exponential evolution, preparing to receive one “clientele” who will have needs, expectations, completely new values โโand beliefs, even in just a few years.
When drawing up a development strategy for the corporate brand, reference is often made to work schemes already applied by other companies. ๐ ๐ญ ๐ญ ๐ญ ๐ญ, ๐๐จ๐ฌ๐ขฬ ๐๐จ๐ฆerร รจ ๐ง๐จ๐ฌ๐ญ๐ซฮฑ a๐๐ข๐ญ๐ฎ๐๐ข๐งchรจ “๐๐๐๐ ๐๐ฎ๐ฑ๐ฎ๐ซ๐ฒ”, รจ ๐ฎ๐ญ๐ข๐ฅ “๐ฌ๐๐จ๐ง๐๐ข๐งalitร ” ๐ ๐จ๐ฌ๐ฌ๐๐ซ๐ฏ๐๐ซ๐ ๐๐จ๐ง ๐๐ญ๐ญ๐๐ง๐ณ๐ข๐จ๐ง๐ ๐๐ญ๐ญ๐๐ง๐ณ๐ข๐จ๐ง๐ ๐๐ฌ๐๐ฆ๐ฉ๐ข ๐๐ก๐ ๐๐ข๐ฎ๐ญ๐๐ง๐จ ๐ ๐๐จ๐ฆ๐ฉ๐ซ๐๐ง๐๐๐ซ๐ ๐ฅ'๐๐ฉ๐ฉ๐ซ๐จ๐๐๐ข๐จ ๐๐จ๐ง ๐ฅ๐๐ฏ๐จ๐ซ๐ข๐๐ฆ๐จ ๐ฅ๐๐ฏ๐จ๐ซ๐ข๐๐ฆ๐จ ๐ฅ๐๐ฏ๐จ๐ซ๐ข๐๐ฆ๐จ.
For more information and to book a free web call with us: management@mito.org.uk
