Harry Potter and the Staggering Profits

Tuesday, July 21, 2009

"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


Guests:

Susan Gunelius and Ben Maynard

Hosted by:

Farai Chideya and Lynn Sherr

Contributors:

Noel King and Mick B. Krever

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