Cowboys show world premiere of Avatar before game
One of the things this economy has taught us is that consumers want something extra for their money. Sure, the dollar cheeseburger or 99 cent bag of chips is a great deal, but where there’s a choice between buying one brand or the other, people are voting with their money for the brand that offers something extra. Concert tickets, free preview, something… scratch that, anything, that makes it a slightly more exclusive group.
And this has penetrated the entertainment industry now. The Dallas Cowboys showed a 3-minute sneak preview trailer for the movie Avatar on the largest video screen in the world. And Fox teamed up with them and showed the exclusive.
Brilliant move by Fox. Most NFL fans surf pre-game shows, but Fox NFL Sunday has consistently lost share to CBS and ESPN (as well as the more cable-worthy options thrown out by NFL Network and others).
So by punching in an Avatar preview, Fox can pull viewers in and create both trial for their show, and a huge spike in the ratings. And assuming you think your content is competitive, this is a great way to increase viewership.
Plus, that trailer was pretty awesome. Jerry Jones continues to remind me why he is absolutely the master of promotion.