Complete Marketing Strategy of Universal Pictures – Complete Overview

Universal Pictures, renowned for its innovative marketing, has dominated the film industry for years. Their strategic business decisions and strong marketing campaigns have been key to their success.

In this case study, we will take a deep dive into understanding what Universal Pictures as a company is, the marketing strategies of Universal Pictures and its campaigns, followed by a list of its top competitors. So, let’s start by understanding Universal Pictures in the coming section.

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About Universal Pictures – Company Overview

Source: Google

Universal Pictures, founded in 1912, is a Hollywood studio renowned for blockbusters like Jurassic Park, Fast & Furious, and Despicable Me. Owned by Comcast, the studio’s mission is to create captivating entertainment through innovative storytelling and cutting-edge technology. Its iconic globe logo has become a symbol of global cinematic excellence.

Universal Pictures is part of NBCUniversal, which distributes its films through television and online platforms. With a massive audience of 130 million subscribers worldwide, the studio targets a diverse demographic ranging from teenagers to seniors. From thrilling action to heartwarming comedies, Universal offers a wide array of genres to cater to different tastes.

As a pioneer in the film industry, Universal Pictures Movies has maintained its position as a market leader, consistently delivering the latest Hollywood hits.

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What’s New With Universal Pictures Movies?

• Box Office Revenue: Universal Pictures grossed over $3.5 billion worldwide in 2023 (Source: Box Office Mojo).
• Market Share: Holds a 12% share of the global film market (Source: Statista).
• Streaming Subscribers: Peacock, Comcast’s streaming service, surpassed 30 million subscribers in 2023 (Source: Variety).

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Business News

Universal Pictures Movies expanded its production facilities with a new state-of-the-art studio in Atlanta, aimed at increasing its film and TV production capacity (Source: Deadline, 2023).

Product Launch

In April 2024, Universal released ‘Jurassic World: Dominion,’ which became an instant box office hit, grossing over $500 million in its opening weekend (Source: Variety).

Marketing News

Universal Studio’s marketing strategy launched a groundbreaking VR experience for the Fast & Furious franchise, allowing fans to immerse themselves in the action-packed world of the films (Source: The Verge). Want to understand the factors that a company considers while designing the marketing strategy of Universal Pictures? Check out our courses on digital marketing online to understand this from a marketer’s point of view.

Celebrity News

Universal Studio’s marketing strategy involved the signing of a multi-film deal with acclaimed director Jordan Peele, set to produce a series of horror films under his Monkeypaw Productions banner (Source: Hollywood Reporter).

Buyer Persona for Universal Pictures’ Target Audience

A buyer persona gives a detailed profile of Universal Pictures’ ideal customer. Universal Studio’s marketing strategy is based on its customer’ motivations, what they like, their challenges, and how they spend their time online.

Based on the detailed breakdown, it’s no surprise that the marketing strategy of Universal Pictures uses social media platforms like Instagram and YouTube to execute their marketing campaigns. Here, Universal Picture’s marketing strategy can blend movies and theme parks to match the requirements of its target audience.

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Marketing Strategy of Universal Pictures Movies

Now that we have a little background of Universal Pictures and what they are about, let us take a look at what their marketing strategies are

Segmentation, Targeting and Positioning

Segmentation is the division of a company or establishment’s target audience into groups. This is usually done for easy and exceptional customer service as this helps the company or establishment tailor customers’ needs according to their groups.

For Universal Pictures marketing, their market segment is people from all age groups; young or old, toddlers, teenagers, you name it. Universal Picture’s target audience is centred on individuals from all over the world.
Universal Pictures has its brand positioned in the minds of people as a result of their parks which are attractive spots for their fans and tourists where they get to see characters from their favourite movies by Universal Pictures.

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Digital Marketing Strategy of Universal Pictures

Social Media Marketing

Universal Pictures can be found on various social media like Instagram, with a followership of 2.1 million, a Facebook page of 3 million likes, a LinkedIn account of 159,591 followers, a Twitter page of 364,000 followers and a YouTube of 17,300 subscribers.

SEO (Search Engine Optimisation) Strategies

In SEO ranking, when the number of keywords (queries used to find information online) is 500 and below, it means that the company’s SEO is not performing well. If it is 1,000, it means they are doing a good job. A perfect SEO ranking (Website visibility in search results) is typically considered to be 10,000 and above. Universal Pictures Studio has 12,653 organic keywords (Keywords that get free traffic to a company) and 2,329,263 monthly organic traffic (Unpaid website visits).

SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.

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Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns.

Social media has become a key battleground for brands, with influencer marketing emerging as a powerful weapon. By partnering with influential individuals, businesses can effectively reach and engage target audiences. This strategy has proven successful for countless companies over the past decade and continues to grow in importance.

So far, no recorded influencers have been a part of Universal Studio’s marketing strategy.

E-Commerce

Source: universalstudios.com

On the website of Universal Pictures Movies, there are many movies to choose from with uploaded trailers of old and recent movies. You can also book tickets for visits to their wonderful themed parks from the website and if you are going on a long or short vacation, there are vacation packages to purchase and hotels of your preference you can book all from the website.

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Mobile Apps

Source: play.google.com

Universal Pictures has two mobile apps that can be downloaded from the Play Store. The app is Universal Pictures Orlando Resort which has 1 million plus downloads and a 3.9-star rating. The second app is called Universal Pictures Hollywood app which also has a 3.9-star rating and 1 million plus downloads. iPhone users are not left out either as the app can also be found on IOS as Universal Pictures Orlando Resort with a 4.8-star rating. Tickets can be bought and booked from mobile apps as well.

Content Marketing Strategy

The marketing strategy of Universal Pictures ensures that it stays active on social media platforms and keeps its audience engaging. Most of their content is seen on their most engaging app, Instagram where they post content about newly released videos and catchy short clips of old videos and blockbuster movies produced by them.

Marketing and Advertising Campaigns Designed by Universal Studio’s Marketing Strategy

1. Picture Your Best Day Ever

Source: Google

In 2022 Universal Pictures marketing studio started a campaign named ‘Picture your best day ever’. They let the families take pictures of themselves touring and experiencing Universal Pictures Studios Hollywood. From bonding with friends to thrilling rides like The Secret Life of Pets: Off the Leash, the theme park promises unforgettable experiences.

They let you enjoy your best day ever again and again at Universal Pictures Studios Hollywood. Save up to $50 on an Annual Pass Online. Purchase by April 7.

Pass Member

Source: Google

From August 16 to September 30, 2022, Universal Pictures Movies Studio celebrates past member appreciation days with special goodies for the member visitors with the exclusive magnet. The campaign was announced by posting in the feed with 17,341 likes and 173 comments.

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Super Nintendo World

Source: Google

Universal Studio’s marketing strategy generated huge excitement by announcing a new Mario Kart experience. By sharing the news on Instagram and other social media platforms, they introduced fans to the upcoming Nintendo-themed world at the studio. The post was met with overwhelming enthusiasm, garnering countless likes and comments.

Failed Campaigns That Influence the Marketing Strategy of Universal Pictures

The ‘The Mummy (2017) Reboot’ campaign launched by Universal Studio’s advertising strategy aimed to launch its ambitious ‘Dark Universe’ franchise, featuring interconnected monster films. Universal Picture’s marketing included extensive efforts, including trailers, social media promotions, and star-studded premieres to build excitement.

Issue: The film failed to resonate with audiences and critics, resulting in poor box office performance.

Backlash: Received negative reviews for its storyline and execution.

Response: Universal shelved plans for the ‘Dark Universe’ franchise and shifted focus to standalone horror films, such as the successful ‘Invisible Man’ reboot.

Top Competitors That Influence the Marketing Strategy of Universal Pictures

Universal Pictures Movies is not the only brand that dominates the film industry. Many other players can have a huge impact on Universal Studio’s marketing strategy:

• Walt Disney Studios: Known for its extensive film library and successful franchises like Marvel and Star Wars.
• Warner Bros. Pictures: Produces popular films and franchises such as Harry Potter and DC Comics movies.
• Paramount Pictures: Notable for blockbuster hits like Transformers and Mission Impossible.
• Sony Pictures: Produces diverse content, including the Spider-Man franchise and critically acclaimed films.
• 20th Century Studios: Known for producing popular franchises like Avatar and X-Men.

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