"Independence Day' validated a philosophy that has been forming for years: integrated programs, created by a team of marketers, working together, firing on all cylinders," says Mr. Harper, president-marketing, who shares credit for launching "ID4" with Nancy Utley, exec VP-domestic marketing; Jeffrey Godsick, senior VP-publicity and promotion; and Roland Mesa, senior VP-advertising.
Teaser ads for the flick began around Christmas 1995, but the first big bang came with a '96 Super Bowl ad buy that showcased the movie's signature shot: the alien obliteration of the White House.
Then came a mix of media, promotion and publicity, turning up the volume gradually to the film's July 3 opening. Fox ramped up the media portion on Memorial Day, with outdoor ads and a new trailer that revealed a little of the movie's impressive special effects.
In June, additional support came from promotion partners, including Coors Brewing Co. and Domino's Pizza, and a bevy of licensees. And Fox granted a tremendous amount of press access throughout the shoot. It worked: the film's global box office take exceeded $750 million. Global marketing expenditures: more than $70 million.
Says Mr. Harper: " 'ID4' is one of the few times we get to do regular advertising, like the Fords and the Colgate-Palmolives get to do. After launching our product and establishing its identity, we were there with everyone