Tron Legacy

How national audiences have been targeted by Disney in their promotion of TRON.

TRON legacy used several advertising techniques to draw in national audiences . A adress in the terms and conditions of a viral website led people to San Diego, California, USA near the city's convention center where the Comic Con 2009 took place and some footage and information on the sequel was released. Flynn's Arcade (The arcade from the movie) was re-opened at the same location, featuring several working arcade games as well as a full-size light cycle from the new movie was on display.

They also used rides and attractions such as the one in the Walt Disney World Resort in Florida, they decorated one monorail trainwith special artwork of lightcycles with trailing beams of light as well as the film's logo. The so called "Tronorail" was unveiled in March 2010.

Disneyland Resort in California,held a night time dance party called "ElecTRONica" on October 8, 2010 and had the Winners of the hit american TV show " America's Best Dance Crew", perform. A sneak peak with scenes from the film was shown in 3D with additional in-theater effects in the MuppetVision theater as part of ElecTRONica,.

The nightime show World of Color at Disney California Adventure began using a Tron: Legacy themed encore featuring Daft Punk's piece titled "The Game Has Changed" from the movies soundtrack, they used new effects and projections on Paradise Pier attractions it officially premiered on November 1, 2010.

Disney also were involved in the construction of a special room in Jukkasjärvi ice hotel using designers Ian Douglas-Jones and Ben Rousseau to create "The Legacy of the River", a high-tech suite inspired by "Tron: Legacy". It featured electroluminescent wire capturing the art style of the film.Screenings and premiere

On October 28, 2010, 23 minutes of the movie was screened on many IMAX theaters all over the world (except in southern Sweden) and the tickets for this event were sold out within an hour . Original merchandise from the movie was also available for sale on the day, the preview featured many of the clips from the film's trailers, but in complete form.

How international audiences have been targeted by Disney in their promotion of TRON.

To make TRON appeal to international markets Disney used several techniques to advertise it. They had TRON Tuesdays where everyTuesday leading up to the release of the movie exclusive new video content, including behind-the-scenes clips, trailers and artwork, were available via the internet.  They also had Daft Punk, a famous french house duo create the Soundtrack which was released on December 7th. They also realesed lots of tron merchandise ranging from t shirts to head phones as well as a video game based on the “TRON: Legacy” movie.

They also used something called viral marketing, where several websites are set up to discretely promote the movie. Flynnlives.com, a fictitious site maintained by activists who believe Kevin Flynn (the father of the protagonist) is alive, even though he's been missing since 1989 was set up to promote the movie. Clicking on a tiny spider in the lower section of the main page led to a countdown clock that hit zero on July 23, 2009, 9:30 pm PDT. Within the Terms of Use Section, an address was found.eventaull a 9th viral site, homeoftron.com, was found. It portrayed some of the history of Flynn's Arcade as well as a fan memoir section. 

They attached trailers to several movies that were assumed to be big in the cinemas to make the movie appeal to a much wider audience, these movies ranged from Alice in wonderland to jackass 3d. Sneak previews of the film aired on November 5 on Disney Channel during new episodes of The Suite Life on Deck and Pair of Kings.


In comparison to Duncan Jones' Moon


Well, the massive differing budget meant one thing and one thing only. TRON had the money behind it to be a blockbuster, it had things that people wanted, Daft Punk doing the soundtrack, Jeff Bridges, a younger CGI Jeff Bridges, a relatively well known cast. Moon had Kevin Spacey's voice and that guy from Hitchhikers guide to the galaxy. Tron had lots of trailers attached to lots of movies that were sucessfull, moon didnt. Tron had merchandise, moon didnt.