Magazine article Marketing

Posterwatch: Starsky & Hutch Brings Retro Appeal to Life

Magazine article Marketing

Posterwatch: Starsky & Hutch Brings Retro Appeal to Life

Article excerpt

Activity for the cop movie included lenticular posters showing off the iconic Ford Torino, writes Poppy Brech.

Outdoor is the ideal medium to use when you have something to shout about. In the case of Disney's distributor, Buena Vista International, the subject was the comedy film Starsky & Hutch, based on the 70s TV cop series of the same name.

The film was expected to take about pounds 14m at the box office and Buena Vista and its media agency Vizeum demanded a launch campaign with impact.

According to Vizeum board director Jo Kendall, the media strategy included heavy use of outdoor because it provided the right environment to showcase the film's iconic, retro-style creative.

It seems to have worked: the activity topped this month's Posterwatch table for the second two weeks of March, achieving 57% recall.

Creative (handled as a collaboration between Buena Vista and Empire Design) helped the pounds 600,000 outdoor campaign punch above its weight by featuring bright, unmissable colours and using three executions concentrating on the main characters: cops David Starsky (Ben Stiller) and Ken 'Hutch' Hutchinson (Owen Wilson); and police snitch Huggy Bear (Snoop Dog). …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.