It signed up tie-ins with the likes of Hasbro and McDonald’s ( Last Action Hero snagged Burger King), and when it became time to cut a trailer, it played its cards very close to its chest.Īppreciating what its trump card was, Universal and Spielberg put together teasers and promos that had one thing in common: they held back on revealing the dinosaurs themselves. In a move that would soon be replicated pretty much across the board in blockbuster cinema, Universal devoted a monstrous–again, by 1993 standards, and scarily, it’d be seen as quite cheap now–$60 million+ simply to promote the film (that’s the cost of the film’s negative all over again). To work out its film, work out its audience, and ruthlessly target it, to the point of including the film’s merchandise in the movie itself. It soon knew that the dinosaurs themselves were the main attraction, at a point where CG-created creatures on screen were very much a rarity.ĭinosaurs took time to realize once main photography was completed though, and Universal thus took advantage of the lengthy post-production period it had on Jurassic Park–in sharp contrast to the deadlines Last Action Hero was up against–to tune what it wanted to do. In fact, it also realized it didn’t need them. When Universal sat down to first think about promoting Jurassic Park, it realized it had no stars. Read more: Westworld was the First Draft for Jurassic Park How Dinosaurs Ruled the Earth And it was a case of one studio fundamentally outthinking the other. Buy Last Action Hero on Blu-ray at Walmartīut even aside from the quality of the films themselves, the battle between Jurassic Park and Last Action Hero was one of the more interesting marketing battles of ’90s blockbuster cinema.
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