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

Leave a Comment

Register for your own account so you can vote on comments, save your favorites, and more. Learn more.
Please stay on topic, be civil, and be brief.
Email addresses are never displayed, but they are required to confirm your comments. Names are displayed with all comments. We reserve the right to edit any comments posted on this site. Please read the Comment Guidelines before posting. By leaving a comment, you agree to New York Public Radio's Privacy Policy and Terms Of Use.