Complete Marketing Strategy of Universal Pictures – Complete Overview

Updated on: Sep 5, 2022
Marketing Strategy Of Universal Pictures - Featured Image

  Hey there!

My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In a previous article, we learned about the detailed SWOT analysis of Universal Pictures Pictures. In this blog, we are going to elaborate on the marketing strategy of Universal Pictures – America’s film and production company.

The goal is to understand and know how and what has kept Universal Pictures at the top of its game and what has made the company one of the best in the film and production industry and entertainment world today.

Every business needs marketing, and as the world has become more digital, marketing has evolved as well. Check out Karan Shah, the CEO and founder of IIDE Free Masterclass on Digital Marketing 101, if you’re interested in learning more about digital marketing.

Now let’s get to know the marketing strategy of Univeral Pictures, but before then, let’s have background knowledge of what Universal Pictures is about.

Digital Marketing Academic Challenge 2024 - DMAC

About Universal Pictures – Company Overview

Marketing Strategy of Universal Pictures - Movies Produced Under Universal Pictures

Established in 1912 – Universal Pictures Pictures is owned by Comcast Corporation. Its parent company NBCUniversal Pictures is a broadcasting company’s responsibility is to broadcast films produced by Universal Pictures Pictures on the internet and television. Around 130 million subscribers all around the world enjoy the telecasted movies by Universal Pictures Pictures. Universal Pictures Pictures’ potential customers are between the age group of 15 to 60 years old. 

Universal Pictures Pictures covers almost every genre of production of movies including motion pictures, documentaries, comedy, thrillers, suspense etc. The founders of the company are a group of founders with a total of 9 people involved in the establishment of the production house. Also, Universal Pictures Pictures is known as the market leader and the oldest in releasing the latest Hollywood movies.

Quick Stats on Universal Pictures
CEO Roland Meyer
CMO Mariela Ure
Area Served Worldwide
Industry Film
Market Share/ Revenue The US $4.239 Billion
Vision To be recognized as the number one entertainment destination in the world.
Tagline Let yourself Woah


Marketing Strategy of Universal Pictures

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, their market segment is people from all age groups; young or old, toddlers, teenagers, you name it. Their target audience is centred on individuals from all over the world.

Universal Pictures has its brand positioned in the mind 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.

Marketing Campaign

Picture your best day ever

Marketing Strategy of Universal Pictures - Campaign 1

In 2022 Universal Pictures 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 making new friends to its newest ride, The Secret Life of Pets: Off the Leash, the theme park encourages people to picture the best day ever.

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 

Marketing Strategy of Universal Pictures - Campaign 2

On August 16 to September 30, 2022, Universal Pictures 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. 

Super Nintendo World

Marketing Strategy of Universal Pictures - Campaign 3

Universal Pictures studio announced the new Mario kart and experienced the iconic courses, rides and many more. The post was announced on Instagram and other social media to inform the public about the Nintendo world. Get ready for the new ride on the Universal Pictures studio in 2023. This campaign is going on with an excessive amount of likes and comments.

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 Linked account of 159,591 followers, a Twitter page of 364,000 followers and a Youtube of 17,300 subscribers.

SEO Strategies

Marketing Strategy of Universal Pictures - SEO

 In SEO ranking, when the number of keywords is 500 and below, it is said to mean that the company is not doing a good job with its search engine optimization. If it is 1,000, it means they are doing a good job. However, a perfect SEO ranking is said to be 10,000 and above. According to the ranking above, Universal Pictures studio has 12,653 organic keywords and 2,329,263 monthly organic traffic.

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.

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. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.

So far, no recorded influencers have been used for Universal Pictures influencer marketing


Marketing Strategy of Universal Pictures - ecom

On the website of Universal Pictures, 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.

Mobile Apps

Marketing Strategy of Universal Pictures - Mobile App

Universal Pictures has two mobile apps which can be downloaded from the play store. The apps are 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

Universal Pictures through its various social media platforms are very active and 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.

This ends with an elaborative marketing strategy of Universal Pictures. Let us conclude our learning below from the marketing strategy of Universal Pictures.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What is unique about Universal Pictures Marketing Strategy?

From the marketing strategy analysis of Universal Pictures, it is evident that Universal Pictures has a good marketing strategy. Their ability to involve people from all age brackets and the incentives they give which is a part of their marketing campaign gives them an edge over their competitors.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Universal Pictures has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Universal Pictures check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Universal Pictures, and do share your thoughts on this case study marketing strategy of Universal Pictures in the comments section below.

Share post via

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts