In Depth: A Good Day to Die Hard

21 Feb

While this blog is a forum for me to discuss films in a personal capacity, I also wanted to use it as a way of combining my two great passions; movies and PR. Every movie has a story to tell, and in order to tell that story, the movie-makers themselves have to rely on a team of publicists, advertising execs and marketing boffins to pump up the hype to make sure the film is a hit before it’s even hit the screen.

My “In Depth” blog posts will take a closer look at how movies are portrayed in the public domain through well-timed digital and print campaigns and public appearances, and how the publicity post-production plays an integral role in the success of a film. This week, I’ll be looking at A Good Day to Die Hard, directed by John Moore and starring Bruce Willis.

A Good Day to Die Hard: In Print

Die Hard Die Hard 2 Die Hard 3 Die Hard 4 Die Hard 5

Unless you have lived a solitary existence, with no means of accessing the outside world for the last 15 years, you will be familiar with the Die Hard franchise. Each film has followed the turbulent life of John McClane, an  NYPD officer who finds himself at the center of seemingly every villainous disaster of the modern world. Let’s take a closer look at how the 2013 film was publicised ahead of its UK launch on the 14th February 2013 (we’ll get to the ironic date later on!)

Looking at the official posters for each of the five films, it is clear to see that the creatives have opted for an “if it ain’t broke, don’t fix it” kind of approach and personally I think it works. Die Hard has spanned at least two generations of men and women who appreciate good 80’s/90’s films; Speed, Die Hard, Lethal Weapon. With a legacy like that, it is no wonder they decided to keep it old-school.

A Good Day to Die Hard: Digital/Broadcast

Movie Trailer

As with any action film, the trailer is what sells the story; the car chases, the explosions, the gun fire. It’s no wonder then that the trailer for this movie has had over 2.3m views on YouTube (although I would have expected more). It certainly delivers the goods, set to the sound of Ode to Joy which only heightens the impression that AGDTDH will be a testosterone-fuelled cinema experience. The trailer, which is a short-clip style with no words (probably because they aren’t necessary) is certainly a winner in my books.

A Good Day to Die Hard: The Timing

Now to the timing of the movie – Valentine’s Day. There’s no guessing why the date was set for the most romantic day of the year. While women attempted to drag their reluctant boyfriends/husbands/partners to the latest RomCom, AGDTDH came along as a sign of salvation. “I know dear, why don’t you and Marjory go and see Love Forever After and Roger and I will see Die Hard next door?” It was also a perfect solution for anyone out there without a significant other who didn’t want to see sad sympathy eyes while they stood in the line for a ticket-for-one.

Conclusion – A Job Well Done

The job of publicising AGDTDH was carried out plain and simply; no muss, no fuss. I would definitely recommend it for anyone who likes cars/guns/explosions/women/Bruce Willis/Attractive Sons.

JL x

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