‘Iron Man’ Ad Campaign Netted ‘Spiderman 3’ Fans

May 9, 2008

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Media & Entertainment | Out-of-Home

Much of the success of Paramount Pictures’ Iron Man movie has come from its advertising campaign reaching fans of Spiderman 3, the previous superhero blockbuster, according to (pdf) data released Integrated Media Measurement Inc. (IMMI).

The data was obtained by monitoring actual consumer behavior and shows that among the IMMI panelists who saw Spiderman 3 – either theatrically or on DVD – a staggering 96% had been exposed to at least one TV ad or trailer for “Iron Man” through Sunday of the opening week.

Theatrical trailers proved to be the most effective marketing vehicle for the movie, with 27% of all consumers who saw a trailer for Iron Man leading up to the film’s opening actually going to see the movie on opening weekend.

When Spiderman 3 opened in 2007, its trailers had a large conversion rate as well, at 28%. Spiderman 3 and Iron Man both opened on the first weekend in May, kicking off the start of the summer movie season.

About the data: The study was implemented through a research panel built by IMMI that mirrors US Census results for fundamental demographics in key markets. IMMI provides thousands of panel members in key markets with a mobile phone, asking them to carry it with them wherever they go. The mobile phone is equipped with a technology that creates digital signatures of all the audio media (television, radio and movies) to which it has been exposed.

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