The game


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Posted by Charles on November 16, 1999 at 23:51:14:

In Reply to: Re: Brad Ball Comments posted by Charles on November 16, 1999 at 00:55:23:

It's easy to get bent out of shape over the game that executives play. The Warner's marketing director who is infamous for blowing it with "The Iron Giant" will naturally take credit for a hit like "Pokemon", if indeed that's what's happening.
After being the butt of every IG analysis, you can bet that they'd grab on to Pokemon and do what they do best - take credit for the success, whether or not they deserve it.

The Pokemon theatrical phenomenon is a classic example of the power of the pre-sold concept and why marketing executives take to these properties. First of all, they don't have to work at building audience awareness like they have to with something new and unseen. A pre-sold concept, like a TV series that makes the jump to feature films, is a much easier property to manage. The numbers are there and that provides a nice comfort zone.

The success of "Pokemon" is the latest confirmation of the marketing power of animation. If you've got good animation product with compelling content, appealing characters and distribution lined up with substantial advertising funds and a good marketing plan, you really have to try to not make in this business.



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