Cinderella (2015)
Film Rights (franchise, sequel, book etc):
Cinderella is a classic fairytale, originally adapted from Charles Perrault's "Cendrillon". However, this film in particular is heavily based on Disney's 1950's animated classic, Cinderella. Both include the same songs.
Film Budget:
$95 million
Production Company (Warner Bros, Film Four etc):
Walt Disney Pictures
Director (plus other films they’ve made):
Kenneth Branagh directed Cinderella. He has also directed 2011's "Thor", 2014's "Jack Ryan: Shadow Recruit" as well as many Shakespearan film adaptations (Hamlet, Much ado about nothing, Henry V Jack Ryan: Shadow Recruit
Main Star 1 (Plus other films):
Lily James plays the title character. She also played "Korrina" in "Wrath of the Titans"; "Older skunk" in 2012's "Broken" and "Lisa Temple" in "Fast girls" but it is her role in the hit UK period drama, Downton Abbey for over 2 seasons (21 episodes) that has made her a well known star.
Main Star 2 (Plus other films):
Cate Blanchett played Lady Tremaine (Cinderella's stepmother.) She is most well recognised as portraying Galadriel in The Lord of the Rings trilogy, and The Hobbit trilogy. Another film she starred in was 2008's "The Curious Case of Benjamin Button", playing "Daisy"; and "Marissa Wiegler" in 2011's "Hanna".
Brief Storyline:
When her father unexpectedly passes away, young Ella finds herself at the mercy of her cruel stepmother and her scheming step-sisters. Never one to give up hope, Ella's fortunes begin to change after meeting a dashing stranger. A live action retelling of the 1950's Disney animated classic.
Production Details (where was it filmed? animation? special effects? etc:
The majority of the film is shot in England, ranging from: London colleges, Pinewood studios, and rural areas in Oxfordshire.The film includes CGI mice, carriage and glass slippers, as well as many digital enhancements on her dress. Many of the locations facades feature CGI to create a fairytale "kingdom".
Release date:
Cinderella was released on the 13th of March in the USA, and the 27th in the UK, 2015. Cinderella was released worldwide between February 13th and the 27th of March, with the exception of Japan on the 25th of April.
How wide was its release?
Two other films released the same week:
In the US, according to "Movie insider", "Home Sweet Hell" starring Katherine Heigl and "Run all night" starring Liam Neeson were released in the same week as Cinderella. In the UK, "Spongebob movie: Sponge out of water" and "Home" (both aimed at the Cinderella's target market) came out in the same week.
Main Competitor film (released around the same month):
"Home" would have been the biggest competator as Dreamworks brought out an animated, family film which Disney is known for doing. "Home" is also more gender neutral. "Insurgent" may have been a competitor as teens are torn between seeing a futuristic, dystopian franchise or a retelling of a classic princess.
Target audience for the films:
Families with children of 5-12 years old, predominantly young girls.
What are the films main selling points?
It has a well known storyline based on a classic fairytale so the film will gain support from those who like the original story. Furthermore, parents are more likely to take children as they know what to expect. The main selling points are the CGI, the character development and world building.
Example of Promotion 1 - give details
World premiere on February 13th at the 65th Berlin International Film Festival. At events such as D23, and CinemaCon, previews and presentations were given.
Example of Promotion 2 - give details
Before the film, Frozen Fever, a Walt Disney Animation Studio's short, is shown. The inclusion of this film after the trailers enticed more to the cinema, as it appealed to the current Frozen fanbase.
Example of Promotion 3 - give details
A teaser trailer debuted on May 15, 2014 which doesn't include any footage from the film, just a sparkling glass slipper slowly revealed. The trailer debuted on November 19, containing actual footage and was viewed 4.2 million times in the first day on YouTube - the highest views among all Disney films in history.
How large was the marketing strategy?
There was a London premiere in Leicester square's Odeon as well as an exhibition on the film just opposite which showcased the props and costumes, as well as selling new Cinderella official toys. There are masses of interviews with the cast, online written and filmed; and TV appearances.
Are there examples of the following:
- Toys
- Website
- Social Media
- Video Game - only online free games available
- Fast Food Merchandise - the quality of the march would be sufficiently low and tarnish the high quality film's identity, so no.
- High Profile Premiere
- Tv Appearances
- News Reports
Toys include dolls, fancy dress as well as general merchandise like tshirts, bags, mugs, notebooks, pjs and phone cases. The website refers to a page on Disney's movie site.
The cast and studio interact with their audience via social media.
The aim of the campaign was initially be exciting and build suspense, hence the black posters featuring only a glass slipper, and a teaser trailer with said slipper rotating and a butterfly landing on it. As the merchandise released prior to the films release, the public grew more excited for its release. However, once the official trailers with film footage landed/the film released, their campaign diverted as they aimed to build on the prior success of Disney's 1950's animated Cinderella.
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