New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

MKT 499 Week 2 Notes

by: Emily Laurienti

MKT 499 Week 2 Notes MKT 499

Emily Laurienti

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

These notes cover week 2 of class, aligning with culture and trends and the components of storytelling. Let me know if you have any questions, feel free to email me at
The Art and Science of Producing and Marketing a Blockbuster
Prof. Gene Delvecchio
Class Notes
Marketing, blockbusters, producing
25 ?




Popular in The Art and Science of Producing and Marketing a Blockbuster

Popular in Marketing

This 8 page Class Notes was uploaded by Emily Laurienti on Saturday September 3, 2016. The Class Notes belongs to MKT 499 at University of Southern California taught by Prof. Gene Delvecchio in Fall 2016. Since its upload, it has received 11 views. For similar materials see The Art and Science of Producing and Marketing a Blockbuster in Marketing at University of Southern California.


Reviews for MKT 499 Week 2 Notes


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 09/03/16
8.30.16 Align with Contemporary Culture and Trends  Advertising agencies originally produced TV shows in order to get people to buy products advertised during commercials. o Today we take this even further with product placement in TV shows and movies  Three Story Components for a Blockbuster o Frosting—align with contemporary cultures and trends o Cake—Have a well-defined positioning  Positioning= target audience + genre + emotional drivers + rating o Plate—the story  Blockbusters align with culture and trend in three ways o Building upon pre-existing culture and trends  Monopoly—invented during the Great Depression when people wanted the get- rich fantasy  Barbie—introduced when girl empowerment was becoming a trend. When mothers had to go back to keeping homes after WWII ended and the men took their jobs back, they wanted their daughters to have higher aspirations than to just be a stay at home mom  Harry Potter—came out at a time when magic was popular  Avatar—came out when environmental concerns were growing o Using culture and trends to reinvent themselves  Ever-Cool Formula: To become and stay successful, your entertainment must satisfy your audiences’ timeless emotional needs, but routinely dress itself up in contemporary clothing, particularly in popular culture and trends  Ten ways to reinvent with trends  Keep stories open-ended so that you can make a sequel  Refresh with re-imaginings o Take an existing story and update it with an added story— Wicked, Once Upon a Time  Refresh with current culture o South Park and The Simpsons both do a great job with this  Refresh with trends o Associate the next story in the series with new trends in science, environment, etc. Star Wars the Clone Wars did this  Refresh with Different Needs o Each story should associate with a different emotional need  Toy Story focused on the idea of being replaced, Toy Story 2 focused on toys being broken and not played with, and Toy Story 3 focused on toys being concerned with being outgrown  Refresh with Fads o This is hard because it has to be done quickly before the fad disappears o Guitar Hero and Rockband  Refresh with New Characters and Cast o Associate the next story with new characters and cast to capture a new generation with an existing story  Refresh with New Transformations o A character should transform in a new way in each story  Introduce to New Generations o All of the new Disney adaptations, the Disney vault  Refresh with News o When Titanic was going to be released, James Cameron visited the wreckage o When Avatar was being released James Cameron explained the technique behind filming o Leading the way by inventing culture and trends  Be edgier  Advance technology  Create a new genre/style  Create a new world, story, characters  Create new phrases and language  Top Trends that have created blockbusters o Technology/ Virtual Reality, Total Immersion  The Matrix—huge blockbuster where the “frosting” is the Matrix that the characters live in  This is growing with virtual reality roller coasters and Pokemon Go o Social Networking  The Social Network  Current trends o The Great Recession  2 Broke Girls  Slumdog Millionaire o Health and Wellness  Shallow Hal  Wii Fit  The Biggest Loser o The Environment  The Lorax  Avatar o Greater Ethnicity and Family Composition  Modern Family  Black-ish o Spirituality  This is the End  Lucifer  This is mostly being seen with comedy and making bad characters sympathetic o Pop Star Madness  Hannah Montana  Glee  The Voice  American Idol o Where’s the Story—create a story from a toy (usually playing off of nostalgia also)  Transformers  Ouija  The Lego Movie  Avengers o Magical/Supernatural/Science  The Martian  Supernatural  Twilight o Girl Power  Game of Thrones  Supergirl o Terrorism/Patriotism  Zero Dark Thirty  Quantico  Homeland  24 o Good to be a Kid/Nostalgia  Big  13 Going on 30 o Natural Disaster/Doomsday  San Andreas  The Walking Dead  Heroes  Align with Pop Culture o Pop stars/ Music/ Concerts  American Horror Story featuring Lady Gaga  Jersey Boys o Fashion World  America’s Next Top Model  Project Runway o Movies/TV  Entourage  Hairspray  Shake it Up o Literature/Novels  Harry Potter  Midnight in Paris o Toys and video games  The Lego Movie  Jumanji o Comic Books  Bat-man  Superman o Sports/Athletes  The Blind Side  Friday Night Lights o Theme Parks  Tomorrowland o Cruises/Oceans  Finding Nemo  The Suite Life on Deck  Titanic o Toys/Candy  Willy Wonka  Toy Story o World Travel/Jungles/Islands  The Amazing Race  Survivor o Summer Vacation  Phineas and Ferb  Align with Social Culture o Religion o Ethnicity and equality o Politics o Sex, sexual orientation o Illegal aliens o Gender and age equality o Prejudice o Education o War and peace o Law and order o Health and well being o Economy and employment o Wealth distribution o Poverty & homelessness o Family happiness and angst o Parenting and Divorce o Peer pressure  Trolls Analysis o Positioning=kids + parents, fantasy + survival, family, love, rated G o What’s the Frosting?  Pop star madness  Nostalgia  Girl power  Music  Where’s the story  Disaster  Terrorism  Toys 9.1.16 Create Compelling Stories  Story Concepts o Story—about a specific character in a specific world that has a burning need to meet an important goal, and must overcome a great challenge or series of challenges to reach it o Loglines—a short description of the idea without giving details about beginning, middle, and end  This has to be specific enough to make the story your intellectual property; if it’s too vague it’s not original o Characters—Blockbusters usually have all character types  Three different types of characters  Characters we aspire to be—Obi Wan  Characters we relate to—Luke Skywalker  Characters we want to feel better than—C3PO, R2D2  Hero type characters  Ultimate hero/Warrior—Superman  Heroes-in-training—Luke Skywalker, Harry Potter  Real Everyday Heroes—soldiers, police, doctors  Bumbling Heroes—Maxwell Smart, Austin Powers  Antiheroes—characters who were once good and then became corrupted. We usually still hope for their moral compass to return  Nemeses  Ultimate Evil—Darth Vader, Lord Voldemort  Bumbling Evil—Dr. Evil  Bully—Biff from Back to the Future  Non-Human—Storms, disease, fire  Ultra-Stupid/Quirky/Nerd Character  Dumb and Dumber  Sheldon Cooper on The Big Bang Theory  Friend/Sidekick  Robin  Donkey  Nurturer/Protector/Mentor  Mom/dad  Gandalf  Yoda  Romance Characters  Romeo and Juliet  Troy and Gabriella  Each character should be given unique character traits  Friends gives all the characters specific traits  Characters need to be matched against opposites to make them seem more extreme—brave character needs to be next to a cowardly character  Blockbusters often have age-old iconic characters recast in a contemporary light  Vampires revamped for Twilight  These can be connected to the iconic characters that different age groups look for  Stars matter less now than they used to—just because you have a good cast doesn’t necessarily mean that the film will succeed  Characters need to be aligned with burning needs  See needs desired by audiences (Page 14)  Seven deadly sins can come into play  Characters must transform—audiences want to live through the character and think that they can transform in the same way  Transformations can be emotional, physical, or both  Weak to strong  Unconfident to confident  Avatar— o Weak to strong—he starts in a wheelchair and is transformed to strong o Selfish to selfless—he stands behind the people on Pandora o Challenges—Blockbusters usually include 3 or more separate character challenges  Man vs. Man  Good guys vs. villains (Batman vs. Joker)  Family vs. Family (Romeo and Juliet)  Man vs. Woman (The Taming of the Shrew)  Parent vs. Parent (The Parent Trap)  Man vs. Society  Man vs. Company  Man vs. Organization (Ferris Bueller’s Day off)  Man vs. the Supernatural  Man vs. Demons (Harry Potter, Buffy)  Man vs. Aliens (Super 8)  Man vs. God (Oh God, Bruce Almighty)  Man vs. Nature  Man vs. the elements (The Perfect Storm)  Man vs. Beast (Jaws, Jurassic Park)  Man vs. Disease (I am Legend)  Man vs. Machines/Technology  Man vs. Self  Man vs. His Flaws (The King’s Speech)  It’s a Wonderful Life and Rudolf the Rednose Reindeer both have multiple character challenges  Heroes must not be perfect, they have to have weaknesses and overcome them so that we feel good when they win  Blockbusters often have deeper truths  The Wizard of Oz—you already have everything you need, there’s no place like home  It’s a Wonderful life—no man is alone if he has friends, the world wouldn’t be a better place without you  Aristotle’s Poetics—analyzes literary theory o Must be logical in story—have a beginning, middle, and end o Must have complexity—change of fortune that arouses fear o Must have surprises and reversals o Must have a satisfying ending  The Hero’s Journey o Introduce heroes in the ordinary world o Hero receives a call to adventure o The hero refuses the call, but is encouraged to go by a mentor o They cross the threshold into a special world o They encounter tests, allies, and enemies o They approach the in-most cave, cross a second threshold o Endure an ordeal o They take possession of their reward o Are pursued on the road back to the ordinary world o They cross the third threshold, experience a resurrection and are transformed o They return with the elixir (a treasure to benefit the ordinary world  The Hobbit  Finding Dory  Worlds—often related to genre, but are made unique within the genre with a unique and artful look, an era, unique inhabitants, and defined rules o Harry Potter o Inside Out o Zootopia o Having worlds allows for both vertical and horizontal growth  The Marvel and DC worlds allow for multiple stories with one character, and growth with new characters  Extending the Story o Sequels usually don’t do as well as the original story o To help a sequel succeed  Have a unique and compelling story that pushes the story further via characters, needs, challenges, goals, or world  Let enough time pass so that audiences want another story and new audiences have entered the market  Finding Dory did well because it let time pass from Finding Nemo; new children may not have seen Finding Nemo but can follow Finding Dory, and people who liked Finding Nemo were ready for another story  Alice Through the Looking Glass didn’t do as well because the story wasn’t fresh enough and there wasn’t enough time between films


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Amaris Trozzo George Washington University

"I made $350 in just two days after posting my first study guide."

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"


"Their 'Elite Notetakers' are making over $1,200/month in sales by creating high quality content that helps their classmates in a time of need."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.