Managing the total marketing effort

Spider-man Spins a Promotional Web on the Web

The movie Spider-man took the box office in May 2002. In addition to
smashing records, the movie pioneered a new first, as it used its Web
site as a promotional tool to hype the movie over a year in advance of
the movie debut. Quite intentionally, the launch of the Web site marks
the 38th anniversary of Spiderman's first appearance in his own comic
book. This exercise will give you a chance to explore this ground
breaking Web site with a cinematic feel. With the use of exceptional web
technology, HYPERLINK "http://www.sonypictures.com/start.html" \t
"_blank" Sony Pictures Digital Entertainment will allow you to
experience the Spider-man movie, to some degree even if you haven't seen
it in the theaters. You will visit the official HYPERLINK
"http://www.spiderman.sonypictures.com" \t "_blank" Spider-man movie
Web site to explore the vast multimedia and merchandising marketing
strategy that is built around this movie.

As you explore these sites, answer the questions below.

Click on HYPERLINK "http://www.spiderman.sonypictures.com" \t "_blank"
Spider-man

As you review the homepage's introduction in its entirety, what media
does HYPERLINK "http://www.sonypictures.com/start.html" \t "_blank"
Sony utilize to involve the Web viewer and generate interest in the
movie? How effective would you say is this promotional effort? State
reasons for your opinion.

Next, click at the bottom on the menu item "Promotions and More."

What elements of HYPERLINK "http://www.sonypictures.com/start.html" \t
"_blank" Sony 's promotional mix for the movie can be seen at this
page? Explore the different elements. How effective do you think their
promotional strategy is, given what you have seen?

Then, at the top of the screen, click on the icon entitled "Shop" and
then click on Spider-Man 2 under FEATURED PRODUCTS. Answer the following
questions:

What types of merchandise is HYPERLINK
"http://www.sonypictures.com/start.html" \t "_blank" Sony selling as
part of its merchandising strategy?

What channel(s) of distribution is (are) being promoted here to purchase
this merchandise