Competitive Edge - Sports & Entertainment Marketing News

The Unprecedented Marketing Gambit That Set Up Avatar’s Success

In 2009, Fox’s marketing team posed a $237 million question: How can we make sure that hordes of moviegoers turn out to see an ambitious tentpole about beastly blue humanoids living in a distant land no one has ever heard of? 

Click here to read the story at

Discussion Questions:

  1. What is advertising?
  2. Why do movie studios spend money on advertising and marketing?
  3. What was the last time you saw an advertisement or promotion for an upcoming film release?
  4. How much did the studio spend on marketing the original Avatar film?
  5. Based on what you learned from this news story, why was marketing important to the success of Avatar?
  6. What was unique about the way the studio promoted the original film?
  7. What was Avatar day?
  8. Based on what you learned from this story, why did they take that approach?
  9. How did Imax benefit from that partnership?
  10. What is fandom?
  11. How would you describe the level of fandom around Avatar?
  12. How might that change the way the studio promotes the new Avatar film when compared the original film release?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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