How Disney promotes a movie

We all know the Muppets: those little fury creatures that we used to see on television when we were younger. I must confess I always loved them, from Kermit the Frog to Miss Piggy or the Cookie Monster.

As you may know, in the end of the last year it premiered a new Muppet movie, with the not that creative name “The Muppets”. As you may also know, before the launch of every movie, there is a marketing campaign attached to it: from posters to trailers and interviews with the professionals involved in the film. For the Muppets movie, there was a different and very original one.

Bellow, you can see some of the posters launched before the premiere of “The Muppets”:

So, you can see what they did: they took a really well known movie poster for the younger people and replaced the main characters with… muppets. Films as “Twilight” or “Captain America” are recent and everyone, from kids to grownups, know these movies but specially kids and even teenagers, who probably didn’t had the same contact with the Muppets as their parents, get to know them and can even get curious about these funny characters. But this wasn’t the only Disney’s idea for the promotion of “The Muppets”:

This video is a parody to “The Girl with the Dragon Tattoo” trailer (here, you can watch the original version). Right in the beginning, you can see the statement that they know (the muppets, of course) they’ve been away for a long time, but now, they’re back! Besides, during the campaign, the various characters were guests on shows such as Saturday Night Live or even the Jay Leno Show, programmes made for adults, specifically. So, it's not only for the children, but the parents of those children who always knew who the Muppets are; there is a new movie for you all go to see out there!

All in all, we can conclude that Disney tried to aim their campaign to a considerably wide range of ages: from the kids who are just now getting to know the Muppets to their parents, who grew up with them. We can’t also forget that in every commercial or appearance, all this characters so well known to us showed always a funny and “trolling” side, convincing the potential consumer how amused they’ll be if they choose to see the movie (like we always expect from a Muppets movie). By the end, we just believe that “The Muppets” is the comic movie among all the others who got out at the same time and more recently.

Inês Maria