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Disney Takes Counterintuitive Approach To 'Avatar' Marketing

For Disney to break even on the new "Avatar" film, the sequel to the 2009 hit (the highest-grossing film of all time) would have to make more than $2 billion at the global box office. "Traditionally, this would require a robust, complex, and broadly scaled marketing strategy. Even then, this film is facing a handful of unique challenges to achieve its ambitions," per Fast Company. "However, leading up to the release of what aims to be a historic blockbuster, one way or the other, Disney appears to be utilizing the least-popular tool in the marketing playbook: restraint. Yet that just may be its genius."

Read the whole story at Fast Company »

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