Our second case study film is: Rogue One: A Star Wars Story (2016) dir. G. Edwards
Who produced the film?
.Rogue One is the first film in the Star Wars anthology series, a series of standalone spin-off films in the Star Wars franchise. It was produced by Lucasfilm and distributed by Walt Disney Studios Motion Pictures
• Who owns this production company and what other films have they produced?
The studio is best known for creating and producing the Star Wars and Indiana Jones franchises, as well as its leadership in developing special effects, sound and computer animation for film. Lucasfilm was founded by filmmaker George Lucas in 1971. The Walt Disney Company acquired Lucasfilm in December 2012. Star Wars merchandising would begin under Disney in 2014. Starting with Star Wars Rebels, certain products will be co-branded with the Disney name, akin to what Disney has done with Pixar.
• Who directed the film? What other films have they directed?
Gareth Edwards first gained widespread recognition for Monsters (2010), an independent film in which he served as writer, director, cinematographer, and visual effects artist.[1][2] He subsequently directed the 2014 reboot of Godzilla, and the film Rogue One: A Star Wars Story (2016), the first in the Star Wars Anthology.
• What was the budget?
The film spent a total of $265 million and received a $45 million subsidy from the United Kingdom's film incentive program. [90]
It took $1 billion at the box office.
• Who stars in it?
Felicity Jones, Diego Luna, Donnie Yen, Riz Ahmed
• What technology has been used to make the film? (What cameras did they use? How was the film edited? What CGI was involved?)
Filming:
The film was shot using Ultra Panavision 70 lenses with Arri Alexa 65 large format digital 6K[73] cameras.[74]
CGI was used to represent a younger Carrie Fisher in order to portray Princess Leia at an earlier time as well as to revive Peter Cushing, who had died in 1994, as Grand Moff Tarkin.
The plot involved complex maneuverings of spy games, dogfights, and the most sprawling Rebel-versus-Empire land battle scene since the opening of The Empire Strikes Back.
Industrial Light & Magic (ILM) produced the film's visual effects. ILM used CGI and digitally altered archive footage[95] to insert Peter Cushing's likeness over the body of actor Guy Henry. Lucasfilm secured permission from the late actor's estate to include him in the film.[96] The team reportedly searched through countless hours of Cushing footage in order to find suitable reference material, and Henry provided the motion capture and voice work. A digital model of Cushing was mapped over Henry's performance like a digital body mask.[97] Cushing's mannerisms, including his manner of speaking, were studied by the creative team and applied to the digital Tarkin model.[98] Cushing's family were heavily involved with the creation and had input right down to "small, subtle adjustments".[99][100][96] A similar process was used in the portrayal of Princess Leia; Carrie Fisher's appearance as Leia in the first film was superimposed over Norwegian actress Ingvild Deila's face and archival audio of Fisher saying "Hope" was used to voice the character.[27][28][101][29]
Post-production wrapped on November 28, 2016.[102]
 | |
| Division | |
| Industry | Sound effects, Sound editingand Remastering |
| Founded | 1975 |
| Headquarters | Lucas Valley, near Nicasio, California. |
Key people
| George Lucas Josh Lowden (General Manager of Skywalker Sound) Leslie Ann Jones |
Number of employees
| 160 |
| Parent | Lucasfilm (The Walt Disney Company) |
| Website | Skysound.com |
Skywalker Sound is the sound effects, sound editing, sound design, sound mixing and music recording division of the Lucasfilm motion picture group.
• How was the film marketed? Which different marketing tools were used?
A teaser trailer for Rogue One, released by Lucasfilm on April 7, 2016, was praised by reviewers for its portrayal of strong female characters.
The trailer was viewed close to 30 million times in its first 29 hours, at a rate of 800,000 views per hour, from Facebook and YouTube
A teaser trailer for Rogue One, released by Lucasfilm on April 7, 2016, was praised by reviewers for its portrayal of strong female characters.
The trailer was viewed close to 30 million times in its first 29 hours, at a rate of 800,000 views per hour, from Facebook and YouTube
In June 2016, Rogue One was promoted at the Star Wars Celebration Europe III event in London. During the event, a new official poster was unveiled, which depicts a battle taking place on the tropical planet Scarif, with the Death Star looming large in a blue sky, above which is printed the tagline "A Rebellion Built on Hope". A second teaser trailer was also unveiled, screened exclusively for the Celebration audience, and not streamed online. This new trailer was reviewed favorably by critics; The Daily Telegraph noted that the trailer revealed new locations such as the planets Jedha and Scarif, and that its most significant revelation came in the final seconds of the teaser, with the appearance of Darth Vader, reflected in a computer screen and accompanied by his classic breathing sound effect.[89] Variety also hailed the Vader reveal, and noted that the emphasis of the production was much more on the kinetic depiction of large battle sequences and full-on warfare, comparing it to Francis Ford Coppola's 1979 Vietnam War epic Apocalypse Now. A showreel was also shown during the event, which featured footage from the film, cut with behind-the-scenes shots and interviews with the director and cast members.[117] The second trailer was shown publicly during a broadcast of the 2016 Summer Olympics and received favourable media reviews; Wired stated that the trailer was "littered with nostalgic throwbacks to the original trilogy", while Rolling Stone described the CGI landscape shots seen in the footage as "eye-poppingly gorgeous".[118][119]
A further trailer released in October 2016
• What examples of synergy with other products/merchandise can you find?
A simple Prezi can be found here
Star Wars Show
Disney Publishing Worldwide also announced that Del Rey would publish a new line of canon Star Wars books under the Lucasfilm Story Group being released starting in September on a bi-monthly schedule.[41]
In 2013, Disney announced an exclusive deal with Electronic Arts to produce Star Wars games for the core gaming market.
Disney Publishing Worldwide also announced that Del Rey would publish a new line of canon Star Wars books under the Lucasfilm Story Group being released starting in September on a bi-monthly schedule.[41]
In 2013, Disney announced an exclusive deal with Electronic Arts to produce Star Wars games for the core gaming market.
See these two articles:
The Force Is Strong With ‘Rogue One: A Star Wars Story’ Marketing
Disney Targets Adult Audience with ‘Rogue One’ Merchandising Deals
The franchise came with a dedicated fan base spanning multiple generations and continents, Disney’s marketing machine—like The Force—surrounds all of us. From action-packed trailers to movie theatre hashtags and virtual reality, the world is ready to return to a galaxy far, far away thanks to some intuitive campaigns. Disney’s UK CMO Anna Hill told Marketing Week. “We’ve been very careful to only really begin major marketing activity eight weeks or so before the launch of Rogue One. A big part of our approach is to let fans spread word-of-mouth buzz.”
It certainly worked, and Twitter named #StarWars as the top trending movie hashtag of 2016 thanks to The Force Awakens' late-December 2015 release and building anticipation for Rogue One leading up to the present day.
Twitter: the marriage of social media and cinema in the lobbies of 57 movie houses across the US. The campaign includes a sponsored Twitter emoji and hashtags such as #RogueOne, #DeathStar, #StarWars and #StarWarsRogueOne that patrons will see on digital displays.
Uber: users will be able to unlock special Rogue One features and access exclusive video content including behind-the-scenes footage in the Uber app. The promotion will run through December 18 in hundreds of cities worldwide. In addition, the vehicle will appear on the map as one of many iconic Star Wars vehicles such as a rebel X-wing Starfighter.When Nissan debuted its Rogue: Star Wars Edition TV campaign last month, traffic to Nissan’s website spiked 300 percent and the company experienced record sales of 24,682 units (up 19 percent month-over-month) and a share record of 10.6 percent to boot. While the SUV and film share a common name, the vehicle manufacturer saw an opportunity to tell a story with a limited edition vehicle. “There is a strong correlation between the both of us with epic adventures,” Jeremy Meadows, senior manager of marketing and creative strategy at Nissan, told [a]listdaily.
Nissan dealerships nationwide have teamed with “Star Wars: Force for Change” to host a toy drive benefiting the Toys for Tots organization.
Nissan is one of five global brands—Duracell, General Mills, Gillette and Verizon are the others—to join forces with Lucasfilm and launch an extensive global promotional campaign in support of the movie. Duracell partnered with Disney and Children’s Miracle Network Hospitals to tell the story of a group of child “rebels” who use their imaginations to deliver an R2-D2 toy to a girl in the burn ward. General Mills, meanwhile, partnered to give away movie tickets through specially-marked boxes of cereal.
Gillette’s “Every Story Has A Face” campaign features a Star Wars-themed commercial that focuses on the many people working together on a mission—from a smiling rebel finishing his shave to the stern look of a fellow, bearded soldier and the focused gaze of a female fighter pilot.
Verizon unveiled its very own, Rogue One 360 Experience on its Facebook page that places users in the cockpit of a rebel fighter who finds more than he bargained for on a routine space mission. The branded adventure has been viewed over three million times.
With Rogue One starring the second female lead character in a row, Disney is making extra efforts to include women in its marketing efforts.
Target’s “There’s A Rebel in All of Us” ad features three females and one man, each relating how Star Wars makes them feel like they can accomplish anything. Unlike Rey from The Force Awakens, who was mysteriously absent from a number of toy lines, Jyn Erso is a prominent figure—action or otherwise—among merchandise this time around.
In fact, you’ll notice a lot of female figures in Star Wars campaigns this year, including this heart-warming ad by Globe that promotes donations to the Phillippine General Hospital Medical Foundation.
LEGO was the brand most associated with Rogue One between September 13 and December 13. Out the top 10, the brands most associated with Rogue One between September 13 and December 13 are Uber, Hasbro, Nerf, Verizon, Gillette, SoftBank, Hot Topic and O2.
• What examples of synergy can you find?
Industrial Light & Magic (ILM) is an American motion picture visual effects company that was founded in May 1975 by George Lucas.[4] It is a division of the film production company, Lucasfilm, which Lucas founded, and was created when Lucas began production of the film Star Wars. In 2012, Disney bought ILM's parent company, Lucasfilm, and acquired ILM in the process.
• What examples of technological convergence can you find?
Convergent technology is technology that allows an audience to consume more than one type of media from a single platform.
Convergent technology is technology that allows an audience to consume more than one type of media from a single platform.
Technological convergence refers to the process where new technology is moving towards single platforms delivering multiple media outputs that can be used to reach audiences, for example, a games console's primary function is video gaming but you can download and watch movies from Netflix on it and also watch catch up TV and music videos; a smartphone's primary function is to send and receive calls and texts but it is equally used to take photos, watch media, store music, play games and access Apps.
• Where and when was ROGUE ONE released (nationwide, worldwide) and in what cinemas?
Rogue One premiered at the Pantages Theatre in Los Angeles on December 10, 2016.[110] The film was released in certain European countries on December 14, 2016, and was released in North America on December 16, with China getting the film on January 6, 2017
It grossed over $1 billion worldwide, making it the 27th highest-grossing film of all-time, the second highest-grossing film of 2016, and the third highest-grossing film in the Star Wars franchise.
It grossed over $1 billion worldwide, making it the 27th highest-grossing film of all-time, the second highest-grossing film of 2016, and the third highest-grossing film in the Star Wars franchise.
• What formats was it available in (digital / 3D etc…)?
Rogue One was released on Digital HD on March 24, 2017, and by Walt Disney Studios Home Entertainment on Blu-ray, Blu-ray 3D and DVD on April 4, 2017.[125]
• Who is the target audience?
The Star Wars saga is one of the biggest pop culture brands in the galaxy. There are now ten total films in the franchise. Rogue One earned $30 million.
The Star Wars saga is one of the biggest pop culture brands in the galaxy. There are now ten total films in the franchise. Rogue One earned $30 million.
A funny thing happened to Disney on its way to turn Star Wars into the most lucrative entertainment franchise in human history. In the past, Star Wars films and merchandise were so comparatively rare that they marketed themselves. Starved fans hung on the word of any Star Wars news. Disney’s acquisition of the franchise threw into motion decades of plans for new films, toys, rides and everything else. Every year would now see a Star Wars film. Fans rejoiced. The tradeoff was that Star Wars marketers, having barely worked a day in their lives, would actually have to get their feet off the desk.
After throwing the kitchen sink into its marketing plan for last year’s inaugural Star Wars: The Force Awakens, Disney this year has backed off with Rogue One: A Star Wars Story. Part of the problem is that this prequel to the second trilogy requires audiences to understand the timeline. (Rogue One fits in before the 1977 original but after the 2005 Star Wars: Episode III—Revenge of the Sith.) This is not a sequel to last year’s Episode 7 and not related to next year’s Episode 8. It’s just another Star Wars story.
One way Disney is doing this is by turning to big brands to do some of the heavy lifting.
Fast food chain branded kids meals, sweepstakes and toys are all tried-and-true co-marketing choices for Disney. But Star Wars is also appeals to “grown children.” To capitalize on that, Disney has partnered with a number of adult brands for some childish promotions.
