Universal Pictures: Case

Study
By: Elizabeth Brown

History
In 1912, the International Motion Picture was founded by Carl Laemmle
Laemmle was a former film exhibitor, but eventually pursued producing
Its best feature in the beginning was popular low budget films
Eventually in the 1970s, it was purchased by the music corporations of
America. Music Corporations eventually turned IMP into one of the largest
and most profitable film companies for TV in the world
Eventually it was renamed Universal International, the Universal Pictures
Universal Pictures opened a number of theme parks around America that
outlined their films and productions, which majorly increased their
popularity
Universal pictures is a section of NBCUniversal

Technological Evolutions and

Impacts
Technology has allowed Universal Pictures to use more
digital effects and pull in a larger population of viewers
It allowed them to create advanced theme parks which
attract viewers to their films because many rides are
movie themed
Goal in rides was to make people feel like they were in the
film themselves and fall in love with it, so that they would
watch the movie and spread the word
Technology is able to bring their attractions to the next level
and enhances the effects of the rides on people who come
to the park

Marketing Strategies
Universal Pictures has many content based
marketing
One of them is to keep people talking through social
media and trailers in movie theatres and on YouTube

Rides attract viewers

Create campaigns through the division UPI
(Universal Pictures International)
UPI creates marketing strategies and campaigns
that relate to the culture of the area of interest

Diversification and Convergence

UPI pairs up with Sony, Paramount and other countries to
help distribute their films
Some of their corporate partners include the following: CocaCola, American Express, Minute Maid and Nestle Waters
Also is part of the group Motion Picture Association of
America
Is one of the big 6 film companies
Universal Pictures is owned by Comcast through the the
group called Universal Filmed Entertainment

Productions

Distribution Practices
Chief distribution officer is Peter Levisohn
Universal Pictures home entertainment is the distribution part of the
company
Mainly they distribute with the help of other companies such as
Paramount and Sony
In different countries they distribute through the help of different
companies
In 2015 they made a deal with Paramount Home Media Distribution
that made Universal responsible for distributing Paramount films in
designated areas, while Paramount is responsible for distributing
Universal films in other countries

Work Cited

@. (2014). Content Marketing: Universal Studios and Disney World. Retrieved November
17, 2016, from
https://enveritasgroup.com/campfire/content-marketing-universal-studios-disney-world /

Universal All Time Box Office Results. (n.d.). Retrieved November 17, 2016, from
http://www.boxofficemojo.com/studio/chart/? studio=universal.htm

Universal Pictures Home Entertainment. (n.d.). Retrieved November 17, 2016, from
https://en.wikipedia.org/wiki/Universal_Pictures_Home_Entertainment

Universal Pictures International. (n.d.). Retrieved November 17, 2016, from http://
www.nbcuniversal.com/business/universal-pictures-international

Universal Studios. (n.d.). Retrieved November 17, 2016, from https://

en.wikipedia.org/wiki/Universal_Studios

Universal Studios. (n.d.). Retrieved November 17, 2016, from

https://www.britannica.com/topic/Universal-Studios