Task 3 - Selling Out

In July 2011, the epic fantasy films ‘Harry Potter’ came to an end when ‘Harry Potter and the Deathly Hallows’ was released. On the opening weekend, the final Harry Potter film smashed box office records all around the world, the film grossed $1,328,11,219 worldwide (10th December 2011).

The target audience for all the films have always been aimed at older children/young adults. However, as the films have gone on the audience has changed over the years. As Harrys journey has took place, each film has become darker and colder. For that reason the audience will have changed over the years. Some of the audience will have been lost because children wouldn’t have been able to watch it, but overall, the films will appeal to a wider and older audience. Most of the target audience from the first film would have stayed throughout all of the films released, this audience will of grew up watching Harry’s journey and wanted to see the franchise end and if their favourite characters survive  the end battle. The target audience for this film is young adults, this is because the characters are a lot older and wiser, and the film is the darkest it’s ever been, the film was certificated at a 12A.

In March 2011, the first preview of the film was release showing new footage and new interviews of the well-known cast. Five months before the film was scheduled to premiere, the first US poster was released with the caption ‘It All Ends 7.15’ and a month later the first theatrical trailer was released for Part 2 of Harry Potter and the Deathly Hallows. Following this many posters were released showing different characters but all capturing the tagline ‘It All Ends here’ in a background showing a Battle in Hogwarts. In IMAX cinemas, a trailer was released when screenings of Pirates of the Caribbean: On Stranger Tides were shown. During the MTV Movie Awards on 5^th June 2011, Emma Watson, who played one of the main characters, Hermione Granger, presented a sneak peek of the film.

As well as the novels a lot of merchandising was brought out when the films were released. Official websites were launched to promote the film as well as unofficial and fan websites, one website that caused a lot of fuss was Pottermore, with this you had become a member and there were only a limited number of places. Merchandising became a huge part of promoting the film, things which were a big success included;

·         Toys

·         Video games

·         Clothing (Hogwarts uniform)

·         Wands

·         Harry Potter soundtrack

·         Past Dvds

·         Novels etc

The producers had a budget of $250 million for both Part 1 and 2 and topped when the records when the film was released. Overall the target audience is aimed at young adults and every bit of merchandising you could possibly think of were brought out to launch and promote the film, including Harry Potter world in Universal Studios in Florida.