"Harry Potter and the Half Blood Prince" premiered last Wednesday. By Sunday, the film had raked in approximately $160 million—$20 million more than the previous Potter film. To deconstruct the Harry Potter juggernaut, The Takeaway talks to Susan Gunelius, president and CEO of KeySplash Creative, a marketing agency, and author of the book Harry Potter: The Story of a Global Business Phenomenon. We're also joined by Ben Maynard, a 17-year-old die-hard Harry Potter fan.
"It seemed like the marketing was being pushed at us using 'push' marketing strategies, but in reality it was 'pull' marketing — consumers demanding more from the brand." —Susan Gunelius of KeySplash Creative, on marketing Harry Potter