Mtime's Warcraft Pop-Ups Gave Fans a Chance to Buy Exclusive Merchandise
Katherine Pendrill — June 15, 2016 — Pop Culture
References: gbtimes & hollywoodreporter
While the release of Legendary Entertainment's 'Warcraft' has already proven extremely successful in Asia, Mtime's movie merchandise pop-ups were also a hit among Chinese fans. With more than $10 million worth of Warcraft merchandise sold ahead of the film's release, it is clear that there is a growing demand for movie memorabilia in China.
To help promote the release of the new film, the Beijing-based marketing company Mtime staged more than 20 interactive pop-ups at shopping malls across China. At these pop-ups, the company sold exclusive movie merchandise to fans of the Warcraft series. Additionally, Mtime also set up 150 merchandising stands on the film's opening day, to give movie-goers another chance to purchase exclusive Warcraft-themed products.
While Chinese movie merchandising has traditionally lagged behind its Western counterparts, the popularity of video game-based films such as Warcraft demonstrates that there is a growing demand for collective memorabilia from younger consumers.
To help promote the release of the new film, the Beijing-based marketing company Mtime staged more than 20 interactive pop-ups at shopping malls across China. At these pop-ups, the company sold exclusive movie merchandise to fans of the Warcraft series. Additionally, Mtime also set up 150 merchandising stands on the film's opening day, to give movie-goers another chance to purchase exclusive Warcraft-themed products.
While Chinese movie merchandising has traditionally lagged behind its Western counterparts, the popularity of video game-based films such as Warcraft demonstrates that there is a growing demand for collective memorabilia from younger consumers.
Trend Themes
1. Growing Demand for Movie Merchandise - The success of Mtime's Warcraft pop-ups shows a growing demand for movie memorabilia in China.
2. Interactive Pop-ups at Shopping Malls - Mtime's interactive pop-ups at shopping malls provide an opportunity for fans to purchase exclusive movie merchandise.
3. Video Game-based Films Driving Demand - The popularity of video game-based films like Warcraft is driving the demand for collectible memorabilia.
Industry Implications
1. Marketing - Marketing companies like Mtime can capitalize on the growing demand for movie merchandise by organizing interactive pop-ups and merchandising stands.
2. Retail - Retailers can benefit from the increasing popularity of movie merchandise by stocking exclusive products and collaborating with movie studios.
3. Entertainment - Entertainment industry players can explore partnerships with marketing companies to create unique movie merchandise pop-up experiences.
3.7
Score
Popularity
Activity
Freshness
