[ Mike Baker's reconceived pulp 'Coraline' cover, from his blog 'Knack for Art':]
The best gauge of a campaign is what other people say about it anyway, right? And other folks have done a great job of covering it – Ward @ Drawn and The Future of Ads pretty much nail it, and if you missed anything, 'Evil Buttons' is the unoffical blog we've all been reading to track the campaign and its offshoots.
some of the early meetings, it was clear that we had a difference of
opinion on the advertising — "target audience" being one. They were
used to doing "data" advertising: They wanted to push this more as a
kiddie film, because that's what the data told them. And Nike and
Wieden & Kennedy together had grown up with what I call "emotional
essence advertising" — the essence of the product is its emotional
core, and you push that. It was two very different approaches, and it
kind of became clear in some of those early meetings that we had a very
strong difference of opinion. And to Focus' credit, they said, "OK, why
don't you guys try it? There's no use in fighting this thing. Let's
negotiate a different way to market this thing."
Pundits projected a $9MM opening weekend for Coraline, and $32MM total run gross.
We are damn proud that after a $16.3MM opening weekend take, Coraline's 3rd week US gross stands now at $53.93MM and counting.