Back to IndieWire

Is The Key to Marketing an Animated Film Really All About the Color Scheme?

Is The Key to Marketing an Animated Film Really All About the Color Scheme?

Is it really as simple as that?  Of course not, no kid wants to see
an animated story about the development of the Pythagorean Theorem no
matter how many splashy colors a studio marketing department tosses
against a one-sheet or outdoor.  But if we go back to 2011 and take out
any sure fire hits, such as sequels or slam dunk Disney hits, and just
look at original animated films, an interesting analysis can be made. 
Animated success may not be guaranteed solely by color scheme but it
might just play more of a role than we realize.

ANIMATED TITLES 2011-PRESENT WHICH WOULD FALL INTO THE “SUCCESS” OR “PLEASANT SURPRISE” CATEGORY

The LEGO Movie –2013–$ 236 M  (To Date)
Vivid color scheme with tons going on to attract kids’ attention

The Croods–2012–$ 187 M
How to make Prehistoric Man look fun for kids?  This’ll do it.

The Lorax–2012–$ 214 M

It looks as if a yellow paint factory exploded.  In other words, well done.

And the rest of the titles speak for themselves, color-wise…

Wreck-It-Ralph–2012–$ 189 M

Hotel Transylvania –2012–$ 148 M

Rio–2011–$ 143 M

Hop–2011–$ 108 M

Gnomeo & Juliet–2011–$ 100 M







ANIMATED TITLES 2011-PRESENT WHICH WOULD FALL INTO A MIDDLE RANGE

Mr. Peabody & Sherman–2013–$ 63 M (To Date)
Early marketing went for a rather nondescript color scheme but later marketing switched to a more colorful approach.

Epic– 2013–$107 M
Another example of practically colorless early marketing materials that
then transformed into a display of colors for the final materials

Planes –2013–$ 90 M


ANIMATED TITLES 2011-PRESENT WHICH WOULD FALL INTO THE “DISAPPOINTMENT” CATEGORY

Smurfs 2–2013–$71 M
White background abounds until the final colorful materials come later

Walking W/ Dinosaurs–2013–$  35 M
It’s like the “brightness” button needed to be turned up.

Happy Feet 2–2011–$ 64 M

Arthur Christmas–2011–$ 46 M

The lesson of our story is this…if it’s animated then throw a ton of colors on it!

This Article is related to: Box Office and tagged ,