TRON

Both local and national audiences have been targeted by Disney in their promotion of TRON, and each has been done in very different ways. This was due to Disney lining up an exciting new marketing plan.

The first way in which Disney marketed locally was introducing ‘TRON Night: An IMAX 3D Experience which took place on October 28th. Specific cinemas which could show special 3D and IMAX were selected from around the world and 20 minute sneak peeks of the film were shown. Another example is they had special midnight screenings in selected IMAX 3D cinemas, and tickets were purchased before the film had even been released. The last example is they created ElecTRONica. This was held at Disney California Adventure and was a night time dance party. The party consisted of music, lights, food and drink, all to promote the film.

The national audiences have also been targeted with big ideas too; the first one being a video game called TRON: Evolution that is based on the film. It could be played on the PlayStation 3, Xbox 360, Windows Vista, Nintendo Wii and PSP. The second example is a vast amount of TRON products were created, these included: clothing, shoes, accessories, toys, technical gadgets and so much more. All of these items helped to promote the film. Another marketing idea was the TRON soundtrack. This consisted of classic band Daft Punk so it immediately pulled in fans. An original idea that was done was creating a TRON sweepstake- this took place online so everyone could take part and was named Get on the Grid Sweepstakes. The last example is quite simply called TRON Tuesdays. This was done every Tuesday in the run up to TRON being realised on December 17th. It consisted of videos such as behind-the-scenes, trailers and artwork all exclusively being uploaded onto the Internet.

A difference between the way TRON and Moon were marketed is instead of having screenings in selected cinemas around the world like TRON did, Moon's first screenings were only shown in New York and Los Angeles which immediately limited it's audience. Due to TRON showing screenings worldwide it was able to broaden its audience because it wasn;t limited to one country. Moon then went on to be released in Britain, Australia, Germany, Switserland "couple of other smaller territories" which also doesn't gain the national audience it could.