Hollywood has never been the best - the major traditional studios - at spotting the trends before they get big.
How have you seen the attitude in Hollywood about videogames change over the time that you’ve been there? I think it’s the first time that we’ll see massive brands coming out of the game realm that really supersede traditionally what the gaming audience has been. Now with casual gaming, not just Angry Birds but others as well, so many people are playing them. The potential for big entertainment franchises wasn’t as great. The audience and the scope of the demographics from those traditional games has been somewhat limited, focusing on the heavy gamers. The two Lara Croft films account for about $200 million of that and another $200 million comes from the four Resident Evil movies. The 23 films made have earned about $800 million domestic box office. Over the past twenty years if you look at all the gaming movies made from Super Mario Bros. to Prince of Persia: The Sands of Time, they’ve averaged about $35 million domestic box office. How do you see the Angry Birds movie changing the track record of Hollywood game adaptations? We can do so much innovative stuff in marketing our film through our own platform directly to our fans.
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It’s still focuses a significant spend on TV in the three weeks before the film opens and still focuses a relatively small amount online. Marketing in movies hasn’t really changed that much in the past twenty years. When I look a few years ahead to when we market the Angry Birds film, there’s huge potential. Fox was able to use the Angry Birds game to increase awareness for their film, which first drove them to theaters and later propelled sales of the DVD, which included exclusive game levels. The biggest learning I took from that, which also got me very excited about the upcoming Angry Birds movie, is the ability to use our game platform to market a film or other entertainment. That was a co-promotion together with Fox that worked really fantastic for both parties, which is really rare in these co-promotions. What did you learn from the successful Angry Birds marketing promotion for 20 th Century Fox’ Rio movie this summer that merged characters from both properties into a mobile game? He talks about how he’s now helping the Finnish game studio turn the table on successful video game entertainment. Maisel immediately saw similarities in the mainstream potential the casual game that has been downloaded over 350 million times has with Marvel superheroes like Iron Man, Captain America and Thor that he helped turn into blockbuster film franchises. His 85 year-old mother was playing the game on the iPad he’d given her for Christmas. LOS ANGELES - After selling Marvel Entertainment to The Walt Disney Company for $4 billion last year, David Maisel was looking for his next venture when he literally stumbled upon Rovio’s smash hit, Angry Birds.
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