Kung Fu Panda 3 Distribution Collage

 The I watched a presentation on the FDA website by Kezia Williams head of theatrical distribution at Pathe, on how distributors work to create a successful and exciting new marketing campaign for each film, on the film distributors' association site. In this presentation it was explained by Chris Besseling of Pathe, that major movie marketing companies will position a film to make it stand out to the rest, they can do this by having a USP such a major movie star titles, literacy adaptations or cast director

The film I chose to research was Kung Fu Panda 3, it is a 2016 computer-animated wuxia comedy film produced by DreamWorks Animation and distributed by 20th Century Fox worldwide and by Oriental DreamWorks in China. It is the third instalment in the Kung Fu Panda franchise, and the sequel to 2011's Kung Fu Panda 2. In the film, Po enters the panda village and re-unites with his birth father and other pandas, but problems arise when a villainous undead warrior named Kai

The Warner brother’s distribution team did extremely well to produce a wide variety of content which was able to reach all audiences depending on what age, this was necessary as the film was trying to target at all ages therefore its marketing needed to reach these different age groups.

Posters

The posters as made evident in the collage above signalled the main genres of the movie, this being a Kung Fu inspired family friendly comedy. The poster advertises the slogan 'the weight is over', this being a pun about how evidently the panda shown is fat while also portraying how the movie is finally out, this gives us a feeling of the type of humour one might find when watching the film. The marketing campaign gives a teaser to the plot of the film with the audience being further shown what to expect through the nervous look on the Panda's face while he's having to juggle karate, his love of food and some smaller pandas who see to be troubling him, This further gives us a reason to watch the film as anyone who has seen the previous movies will understand that Po (the main character, and the panda depicted in the middle of the poster) already has a lot of pressure he must overcome, and it seems he has been thrown further challenges.

Trailers

The marketing team at warner brothers didn't have to push for the trailer to be watched as the first two films were widely popular meaning many people would go out of their way to find the trailer on websites like YouTube, this however puts pressure on the team editing together the trailer as this was were many audiences would decide whether they would end up watching the film, however I believe the trailer was extremely effective in this sense as it built of a lot of excitement with audiences considering the amount of plot they showed while still leaving a lot up to mystery with them introducing a new villain which will provide a new challenge for Po to overcome. 

Advertisement and Publicity

The warner brothers marketing team partnered with McDonalds having their happy meals advertised with all things Kung Fu Panda, this is from the box to the toy inside. This would have caught many children's attention as these Happy Meals are popular among children, this means that they bring their whole family along when they go to the film creating more publicity as it begins to spread between all age groups.