Jumanji: The Next Level

An Executive Summary on the new Jumanji film

A new action filled comedic film, Jumanji: The Next Level, hits theaters on Friday, December 13, 2019. A revamp of the original — the first Jumanji film was released in 1995 and until just recently in 2017 was recreated to continue on with its sequel in 2019.

Smart Goals

SMART goals are specific, measurable, achievable, relevant and time bound goals that are helpful in reaching a point on a realistic basis. In the scope of the movie premiere and launch, setting SMART goals can help create positive advertising, branding and marketing during the pre-launch, launch and post-launch, which would ultimately lead to the movie’s success. Some SMART goals to consider are: 1) Until December 13th, the release date of Jumanji: The Next Level, the brand will see an overall 15% visitation increase on social media platforms; 2) Before the release date of Jumanji: The Next Level, Instagram impressions will increase by 10%, follows will increase by 5% and profile visits will increase by 15%; 3) By the launch date, Twitter retweets will increase by 5% and likes will increase by 10%; 4) After the launch date, the Jumanji: The Next Level Facebook page will have 10% more likes and followers. 5) Reach on quick cut advertisements on Tik Tok and YouTube will increase by 10%.

Knowing the Consumer

The four p’s to take note of are product, place, price and promotion. The customer profile for this movie is intentional and serves its original audiences from 1995, millennials, and new moviegoers, generation Z. These consumers are going to see the film with their families: their spouses, their children and friends of theirs. These consumers most likely had some loyalty and love for the original Jumanji movie and continue their support with the new series. The release date, Friday, December 13th, is a prime outlet for families. As the winter holiday season draws near, grade-schools close their doors for a few weeks, allowing families to spend more time together, specifically watching a movie on a Friday night.

Campaigns

Jumanji’s current social media campaigns match the moods of the movie perfectly: they are funny, attention keeping and exciting. To create successful social media campaigns, the focus for this strategy will be Instagram, Twitter, Facebook, Tik Tok and YouTube. Each platform engages a different audience in a different way, which is why it is important to not only cover each platform with the correct depth but cover enough social media platforms so there is breadth to the campaigns as well. With Instagram, there is a huge market communication for generation Z and millennials. With use of high-quality photos and trendy aesthetics that match the voice of the movie, the viewers on social media will have a larger connection to the film and will create a brand personality that is Jumanji in their heads.