1. Kate Walker1 Harry Potter and the Half-Blood Prince The 6 th Installment of the Harry Potter Series Released by Warner Brothers Studio on July 15, 2009

2. Kate Walker2 All About Harry Potter  Became the highest-grossing film franchise in September 2007, after release of HP 5  HP 6 has a “complicated story”, but producer is willing to embrace the story  HP 6 release date was pushed back to ensure summer blockbuster status

3. Kate Walker3 Harry Potter 6 Facts  Daniel Radcliffe, Emma Watson, and Rupert Grint all return  Will be released simultaneously in 100 IMAX 3-D theaters  Quidditch returns to the series in this film  2 extra scenes not in the book were added to the film  First to be rated PG-13

4. Kate Walker4 Box Office Numbers for Harry Potter Series  HP 1: US Gross- $317,557,891  HP 2: US Gross- $261,987,880  HP 3: US Gross- $249,538,952  HP 4: US Gross- $290,013,036  HP 5: US Gross- $292,004,738

5. Kate Walker5 HP 6 in the Media  Trailers were first released in November  Articles in many international and American media outlets  Release of still photo scenes from HP 6  Book tour promotes movie as well

6. Kate Walker6 SWOT Analysis

7. Kate Walker7 Strengths  Warner Brothers produces well-known movies  Big-time celebrities are associated with this studio – willing to speak on its behalf  Brand loyalty, fan loyalty, and television presence of Warner Brothers Studios  Studio owns rights to many lucrative films – generate large revenue  Series loyalty for Harry Potter  Characters and storyline of film are geared towards its main, money-making audience  Harry Potter brand loyalty – positive image in market

8. Kate Walker8 Weaknesses  Series is targeted towards only younger audiences and ignores older audiences  Possible negative actions of main actors  Keep to the well-planned path of the series  Abstain from smaller, less lucrative movie productions

9. Kate Walker9 Opportunities  Ability to draw media attention from the book series and all the related publicity  Cross promotional opportunities with other companies  Trends: instilling a movie following early in life  Possible spin-off movies of the Harry Potter series

10. Kate Walker10 Threats  Other successful studios  Other “tween” Sci-Fi series – Twilight  Change in directors/producers between movies within the series

11. Kate Walker11 Objectives  Increase media coverage of the film, especially among international audiences  Ensure that stars of the movie are portrayed positively, especially near the release date  Increase box office revenue from last film

12. Kate Walker12 Audiences  Viewers aged 8-22  Shareholders of Warner Brothers  Parents of “tween” population

13. Kate Walker13 Messages  Stars of the Harry Potter series are positive role models for the youth of today  Harry Potter and the Half-Blood Prince is the best Harry Potter film yet

14. Kate Walker14 Strategies and Tactics

15. Kate Walker15 Continually inform media of film progress  Weekly press releases  Daily blog postings from Warner Brothers  Interviews with the director and producer  Press conferences  Launch event for the press

16. Kate Walker16 Portray film positively in media  Continue to release selected still shots of influential and entertaining scenes  Make sure that if anything is behind schedule, that there are legitimate reasons  Send out a statement saying that the PG-13 rating is not a negative thing  Issue positive statements when necessary to shed positive light on the company and the film

17. Kate Walker17 Get the stars in the media  Schedule personal, deep interviews with the teen stars  Do fan “meet ‘n greet” at movie theaters as part of a media tour  Speak with the teen stars about personal conduct on and off the set  Encourage them to attend popular Hollywood events to further promote the movie

18. Kate Walker18 Send information to international media outlets  Send press releases internationally  International media tour to visit countries such as Britain and Japan  Make sure there is a contact in every country that has Harry Potter fans  Invite international contacts to a press-only launch event for the movie

19. Kate Walker19 Crisis Plan Issue On July 10, 2009, just days before the release of the 6 th installment of the Harry Potter series, Rupert Grint, who plays Ronald Weasley, is caught giving the finger to a camera in downtown London. The picture was then posted on people.com, as well as multiple blogs. There was also a videotape made of him yelling at the press and then giving the finger, which has already been posted on youtube and received over 6,000 hits. Executives at Warner Brothers are worried what this might do to the prospects for the film, as Grint plays such a significant role. The executives are afraid that the bad publicity is already affecting the pre-sales and the sales of the midnight showing of the movies.

20. Kate Walker20 Action Taken The video was immediate flagged by the studio as inappropriate content and was removed from the youtube website. People magazine was contacted and Grint has submitted a formal apology to the magazine addressed to the public for his lewd behavior, which People has published online and will publish in the beginning of their next issue. In his statement, he apologizes profusely, saying that his behavior was inexcusable, and that he is ashamed for doing it. He promised to apologize individually to the reporter who he gave the finger to. Grint also promised it would never happen again. We scheduled Grint a press conference, during which he again apologized to the public for his behavior, mentioning that he and the reporter got into an argument, but he still had no right to act like that towards anyone. Since the press conference, Grint has been only in the news for positive occasions, such as volunteering at an animal shelter downtown.

21. Kate Walker21 Impact Our quick response allowed Grint to save face, and to save the image of the movie and the stars of the movie. Grint’s apology will be published and televised, showing the world that he truly is sorry for what he did. His face-to-face apology to the reporter was also caught on tape and has been aired on the E Hollywood News. This tape shows Grint as visibly remorseful. This small issue also brings extra media attention to the movie. Luckily, the negative impact of this event has been significantly decreased, and the movie will persevere in the box office and gather a large revenue.

22. Kate Walker22 References  http://www.the- numbers.com/movies/series/HarryPotter.php http://www.the- numbers.com/movies/series/HarryPotter.php  http://www.guardian.co.uk/film/2007/sep/11/jkjoa nnekathleenrowling http://www.guardian.co.uk/film/2007/sep/11/jkjoa nnekathleenrowling  http://www.mtv.com/movies/news/articles/160992 6/story.jhtml http://www.mtv.com/movies/news/articles/160992 6/story.jhtml  http://www.telegraph.co.uk/culture/books/harry- potter/5160902/Daniel-Radcliffe-prepares-for- Harry-Potter-screen-kiss.html http://www.telegraph.co.uk/culture/books/harry- potter/5160902/Daniel-Radcliffe-prepares-for- Harry-Potter-screen-kiss.html  http://www.imdb.com/title/tt0417741/trivia