Case Study

By: Pia Saurbier

Universal Studios
History
o Carl Laemmle Founded Universal studios

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back in 1912, and it was his goal to make it

a successful production company that would
produce successful movies
He announced the company as a global
entertainment company in 1915, only three
years after opening and producing small
films, which allowed universal to gain
interest
The initial cost for a movie here was 25
cents!!
Located in Northern Hollywood, a great
location for such an industry

Productions they created

o
o

So far in History the most profitable film to

this day was Jurassic World with a gross
income of almost 700 million dollars
The movie E.T was a close second with
almost 500 million dollars as a production
profit

 Marketing
o Halloween Horror Nights
Themed haunted houses
Purge
Texas Chainsaw
Ghosts
Halloween (The original Movie)
o Theme Parks and rides produce very well rounded
marketing techniques to showcase films
o Rides that are movie themes

o Stores throughout the parks that offer shirts and

other clothing and tourist attire that showcases
these upcoming movies
o Billboards in the Orlando area and website

Distribution
o In the early 1950s, Universal set up its own
distribution company in France, and in the
late 1960s, the company also started a
production company in Paris
o Movie trailers on YouTube
o Open New theme parks to keep old
customers coming to see the new
improvements for example the expanding of
the Harry Potter world drew more and more
people (especially old Harry Potter Fans) back
to Universal Studios

Technological Improvements
o Now, 3D features are available for almost all
big Universal Studio Productions, as well as
rides in the park that require 3D glasses to
bring out that extra dimension for the
audience

o New technology is constantly being used to

implement sound and make images sharper
and faster and more realistic
Jurassic Park used the highest
technology to make the dinosaurs look
as real as possible for the people that
were viewing the film
o Green screens have improved and suspended
bungee cords help actors perform stunts
safely and efficiently

Convergence and Diversification

o Expanded locations to Japan where they are now
gaining an audience and convergence here is
giving the company a diverse audience, reaching
out to the Japanese people
o Japanese culture is very big on animations, which
reaches a big audience in that country and that
leads back to Universal Studios making a profit by
reaching a diverse population in a different area of
the world
o Part of the big 6 Film studios
Created smaller companies under the name
to converge to smaller institutions to make
more profit and get even more exposure

 NBC
Universal Studios

1.) Jurassic World

 Ownership:

o Universal Studios

Production

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o
o
o
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o

Began on April 14, 2014

Took place in Hawaii
Directed by Stan Wilson
Computer generated dinosaurs using GGI
Majority of the film took place in New Orleans Zoo
The total movie took 78 days to complete

Distribution
o Jurassic World held its first premiere on May 29,
o
o

2015
Worldwide, Jurassic World was released across 807
theaters
Universal spent a total of $34.9 million on TV
advertisements

Marketing & Exchange

o Legos with the Jurassic Park theme came out
o Merchandise promoted the film (hoodies and
o

mugs)
Apps

o
o

Video Games
Several companies such as Kelloggs promoted the
movie on cereal bars and cereal boxes

o Geared toward actual customers of a real dinosaur

park

2.) Pitch Perfect

 Ownership

o Jason Moore Produced the film and it is owned by

Universal Studios

Production
o The film is loosely adapted from Mickey Rapkin's
non-fiction book, titled Pitch Perfect: The Quest for
Collegiate a Cappella Glory.
o The film premiered in Los Angeles on September
24, 2012, and was released four days after to all
the cinemas in the United States eventually
other countries including Japan and Germany
o Earned over $115 million worldwide, becoming the
second highest-grossing music comedy film of all
time

Distribution

o Started playing in the united states and eventually

branched onto the international scale
o Songs were released on ITUNES to promote the
movie coming out
o Pitch perfect soundtrack was played across
national radio stations which also drew audiences
to watch the film
o Total gross of $115.4 million since release, against
a $17 million budget

Marketing and Exchange

o
o

Forecasted ticket sales for the Anna Kendrickstarring movie

Social media exposure
Twitter
Instagram
YouTube (previews and trailers)
Drawing
buzz on Twitter
Works
among
college students

Cited

"Company Credits." IMDb. IMDb.com, n.d. Web. 24 Jan. 2017.

Figura, Delia. "Universal Studios Marketing Plan." Prezi.com.
N.p., 03 Dec. 2013. Web. 24 Jan. 2017.
Kramer, Scott. "The Magic of Universal Orlando: Revealing the
Technology Behind the Rides." Forbes. Forbes Magazine, 08
Mar. 2016. Web. 24 Jan. 2017.
"The Ingenious Marketing Strategy of Jurassic World." WSI. N.p.,
14 July 2015. Web. 24 Jan. 2017.
"Universal Studios." Wikipedia. Wikimedia Foundation, n.d. Web.
24 Jan. 2017.