How successful was the marketing Campaign of Harry Potter and the philosopher's stone?

Essay by vicksterUniversity, Master'sA+, April 2003

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The Harry Potter franchise is one of the most profitable franchises of all time and the film is the second highest grosser after Titanic. The marketing campaign has helped the franchise to develop. This essay will examine the success of the marketing campaign throughout the media.

JK Rowling's first book "Harry Potter and the philosophers stone" was published in 1993. The plot focuses on Harry Potter who lives in a cupboard underneath the stairs at his Aunt Petunia and Uncle Vernon's house after the death of his parents in a car crash. Harry is then rescued into a world where nothing is as it seems and he discovers his true heritage at Hogwarts School of Wizardry and Witchcraft. The first teaser was the release of the picture of Harry's beloved owl Hedwig. And then nothing for a while, until photos of the train at Platform 9¾, which takes the young wizards to Hogwarts School.

The first trailer soon followed, giving a taste of how Rowling's words translated onto the big screen.

But having started with such a measured marketing campaign, the floodgates were then opened.

Subsequent trailers revealed the flying broomsticks, moving stairs and even the magical Golden Snitch.

Every newspaper published "exclusive" supplements of new photos from the film. Then there was a controversial Coca-Cola tie-in, in which the company reportedly paid Warner Brothers $100m to be associated with the film.

Despite Rowling's stringent conditions that Harry's image could not be used - and Coke's pledge to fund literacy schemes - some fans were still upset at what they saw as selling out.

Harry Potter toys was the big Christmas seller last year, elbowing out Furbys and Thunderbirds, with costumes, dolls and games available...