Here is how we are leveraging the Captain America: Civil War movie release in the newsagency. Opening last Thursday in the cinemas, the movie blitzed the box office, delivering extraordinary numbers.
If you do not have Captain America product in your newsagency you are missing an opportunity.
In addition to the items in this centrepiece traffic-acttricting display, we have more products nearby.
I think it is essential we connect with these large movie franchises in-store, before the move opens and through the first few weeks … and then later, even years later, as people want to remember the movie.
If you do not connect, you miss the opportunity to demonstrate relevance, achieve excellent impulse purchases and, most important of all, to attract new shoppers to the business. We have been promoting Captain America: Civil War products outside the business and this has resulted in identifiable new traffic shopping with us.
While you could get into this opportunity now, it may be too late for the first major wave of opportunity. The time to order for any major movie franchise is six months or more out. For the last Star Wars movie release, for example, we ordered close to a year out.
The other comment I would make about leveraging movie franchises, aside from the magazines, occasionally, greeting cards, it is non newsagency suppliers who have this licenced product.