http://static.tvtropes.org/pmwiki/pub/images/night_at_the_museum.jpg
and cinematic and televised trailers/adverts.
https://www.youtube.com/watch?v=jWDwJIBqjSU
Advertising through the use of poster is a form of old media, however it is still used many media companies for advertisement. I am unable to find if any billboard posters were created to advertise Night at the Museum, however they were
definitely used for the sequels. Billboards can be a more effective form of advertising instead of posters as they are more likely to be seen be people from being large and conviently placed where pedestrians and motorists can see.
The cinematic and television trailers are form of new media. One of the newest forms of media advertisement is online. The original Night at the Museum film came out in 2006 when the idea of online adverts were still fairly new to most companies.(Youtube, one of the top sites for viewing movie trailers, had only been created the year before in 2005, had not yet started creating any channels that uploaded film trailers without breaching any copyright issues). Whilst they created some online 'pop-up' adverts, their main focus was altering audiences at the cinema or watching on television.
Today, online advertisements are used regularly by large companies to make people aware of their company/product(s). Twentieth Century Fox now also uses online adverts, working with Youtube channels to run promotions of their upcoming movies, as shown below with their trailer for the sequel film Night at the Museum 3 - Secret of the Tomb.
https://www.youtube.com/watch?v=KMKk7Dn__-Y
Trailers placed on Youtube (or other video websites) work to the companies advantage as they can view the like to dislike ratio.
Youtube allows viewers to express whether they liked or dislikes the video simply through the press of a button, as well furthering their opinion within the comment section. Film companies can observe this to find if their online audience approve of their new film idea before its release. From the example like bar for Night at the Museum 3 - Secret of the Tomb, shown above, 20th Century Fox knows that they have a good approval rate from their audience, but they could also assume this from how well their previous Night at the Museum films did in the box office.
As the original film did not have the trailer uploaded as a video online, the company could not check the like bar (not yet introduced to Youtube) or the comment section for feedback. However, the company were still able to receive feedback on the film before it was official released in cinemas. This was achieved with early screenings with the intention of gaining opinions from test groups, who will inform producers if they enjoyed the film or not. Also watching early screening are film critics, who are there to witness and then create review based on their thoughts on the film. Obviously, a negative review is damaging towards ticket sales once the film is released. On the other hand, a positive review works as a great way of selling more tickets as it sends an encouraging message of why people should see the film. Often, a film will find quotes from positive reviews and include them in their advertisements, such as the quote below used a poster for Night at the Museum.
Whilst the film did not receive any feedback from an online audience over Youtube, it still received opinions online over review websites. One of the top review websites, Rotten Tomatoes, has been running since 1998. The website allows top critics and members of the public to write their thoughts and opinions on the film and mark/rank it on whether they liked or disliked. Positive reviews, again, work to the films advantage as a marketing tactic.
However, the genral rating review score (based upon all reviews) for NATM is 44%. Any movie with an approval rating of less than 60% is regarded as "Rotten". Additional scoring information can be seen below.
Rotten Tomatoes also allows visitors to the website to view just the opinions of top critics. The review information feedback can be seen below. Despite the negative reviews, it still shows that audiences who saw the film 67% approval rating.
http://www.rottentomatoes.com/m/night_at_the_museum/
Rotten Tomatoes feedback can not only help the films marketing (provided it has positive reviews) but it can also help othe review websites, such as the Pretentious-O-Meter. Pretentious-O-Meter informs people of critics opinions on certain films, sourcing information from top sites Rotten Tomatoes and IMDB. According to this website, as shown below, it is regarded as an average film with 87% believing it to be mass market. To repeat, this type of publicity is not favourable for marketing as it doesn't show the film in the best way possible
http://pretentious-o-meter.co.uk/?q=Night+at+the+Museum
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