Hbo S 100M Marketing Campaign Deadline

HBO

And where is that? Why, during the release of HBO’s nearly $200 million Game of Thrones spinoff series House of the Dragon , which premieres this Sunday on both the linear pay-TV channel and the HBO Max streaming service. Sources tell Deadline that HBO’s biggest marketing campaign ever was valued at over $100 million in media spend (that’s a combination of ad value and hard cash). This is a theatrical marketing budget the size of a theater stage by all accounts, not some Netflix-style financial push to subscribers on its menu. And as Zaslav pointed out today in his congratulatory note to employees (obtained by Deadline) ahead of House of the Dragon’s debut, it’s already paid off with the series’ campaign that “reached nearly 130 million people in the U.S. alone .A.”, while also reprising a united front of the majority of brands in the Warner Bros. Discovery empire to promote this new show. Pia Barlow, HBO Max EVP Originals Marketing Getty Speaking to Deadline, Pia Barlow, EVP of HBO Originals Marketing, said the goal of the House of the Dragon marketing campaign was to “galvanize both new and existing fans,” that demo being men and women, 18-54 . “The House of the Dragon campaign is really about creating big, broad awareness and interest over the summer, but also making sure we signal to existing fans as well as new fans that this is a new story of Game of Thrones coming to HBO Max,” adds Barlow. “It was also exciting to see teams across the company collaborate with the HBO team on an unprecedented cross-promotion campaign. And we did all of this in just a few months, clearly showing what we can achieve when our networks, streaming platforms, digital and social channels work collectively in support of a common priority,” Zaslav emphasized this AM. He described conglom’s plan to target tiny viewers in a marketing push that has spanned social media, outdoor, digital, traditional TV spots and explosive deals on such distribution partners as Xfinity cable (where there is a HOTD destination on X1 video platforms and Flex) and Roku, who also produced a special episode of their show, The Roku Rundown. HGTV fire-breathing ‘House of the Dragon’ banner. HGTV If House of Targaryen is rich in dragons, then Warner Bros. Discovery has an embarrassment of riches in terms of ad space, with HOTD airing on such channels, per ad stat org iSpot, as TBS (20.9%), Discovery (9.1%), TNT (7.7%), CNN (7.4%) and Food Network (6.6%). If you watch HGTV, I’d catch a fire-breathing dragon at the bottom of the screen during your favorite show in a banner promoting the series created by Ryan J. Condal. iSpot also reports that 99.1% of HBO’s promotional TV ad impressions since July 20 have come from HOTD. Another notable mention of teamwork for HOTD between Warner Bros. Discovery channels was the exclusive appearance of the Martin series on the first night of Discovery’s Shark Week on Sunday, July 24. Want more cross promotion? How about members of TNT’s All Elite Wrestling team sitting on the new GOT throne from HOTD at the San Diego Comic-Con Experience (read below). Warner County As for the future success of HBO Max, Zaslav has made it clear that it is on the list of Warner Bros. series and top theatrical titles that are released 45 days after they are shown in theaters. Warner Bros. Discovery’s bean counters have zero effect on distributing movies directly to HBO Max, like WarnerMedia’s previous regime under Jason Kilar. They are a colossal waste of money, and their availability in theaters and homes both diminishes their patina, as well as their appeal to subsequent utility windows. Not to mention there’s research out there to prove that frosh subscribers come for a movie and then engage the service. It’s the weekly drop of a hot episodic series like HOTD that keeps the subtitles locked. Not to mention, windowed theatrical movies on HBO Max click better than day and date. We hear that Fantastic Beasts: The Secrets of Dumbledore’s opening weekend on HBO Max after 45 days in theaters ($95 million domestic box office) drove close to 20% of traffic to the OTT service, while in its first week of filming, it was responsible for for a third of HBO Max’s traffic. Additionally, third-party streaming meter Samba TV reported that The Batman’s first week on HBO Max (after its 45-day theatrical run) drew 4.1 million households, surpassing the first week of such day-and-date Warner films as The Suicide Squad (3.5 million), Wonder Woman 1984 (3.2 million), The Matrix Resurrections (3.2 million) and Dune (2.3 million). The HOTD campaign launched with two trailers released on October 5, 2021 (17.1 million YouTube views) and May 5, 2022 (14 million YT views). But then the marketing mojo kicked into high gear heading into San Diego Comic-Con, which saw a trailer drop (July 20, 18.8m YTs), the Hall H panel with the cast , Condal and an extended trailer. the dragon egg hatching app DracARys and live experience The House of the Dragon: Dragon’s Den. the latter attracting 4k attendees who walked through the show’s castle world decked out in cosplay. All of these efforts continue to shine for HBO’s social media. SDCC is “the gift that keeps on giving,” says Barlow, bringing in 102 million impressions and 128,000 new followers across House of the Dragon and Game of Thrones social channels. “Choose your (dragon’s) egg wisely” #HouseoftheDragon #SDCC pic.twitter.com/1aB6mcYoFx — Deadline Hollywood (@DEADLINE) July 21, 2022 Learning the way of the dragon #HouseoftheDragon #SDCC pic.twitter.com/ZbQcb6q9tD — Deadline Hollywood (@DEADLINE) July 21, 2022 Says Barlow of HOTD’s large Comic-Con footprint, “The timing couldn’t have been more perfect. It was right in our launch window, and because it was the first time we were going to come back really strong in a few years, we knew there was going to be this pent-up demand and excitement from the fans, and we’ve had a very significant presence in the past with Game of Thrones at Comic-Con. So there was almost an expectation that we also wanted to make sure we were satisfying our fans.” Social media analytics firm RelishMix gauged how strong the buzz was for HOTD, saying that HBO “took a solid organic approach to engage the franchise’s 44.1 million GOT social network fans — from cast to pre-production to engage them with new social channels for HOTD , now integrated with Facebook Twitter, YouTube, Instagram and TikTok.” Add in HBO Max followers and the social media world around the new Westeros World series is approaching 313 million. “The material hasn’t been flooded, but has been selectively published, with only 12 videos on Facebook with 11.1 million views and fewer on YouTube with 134.2 million views, all crossed over to earned channels,” says RelishMix in its latest report on Deadline. “Comic-con and live panel announcements boosted a wave of material leading up to the streaming premiere weekend.” Snapchat Also this Sunday, on the day of the premiere, is a new Snapchat selfie lens + world face AR, which will last throughout the first season. AR developers who are members of Snap’s global lens network create custom AR Landmarker experiences in their local markets, which include AR renderings of the HOTD dragons as they capture global landmarks. Landmarker lenses will be unlockable via the Lens Carousel when Snapchatters are near a landmark location. The lens will be available in regions like Australia, parts of Europe, India, Middle East and North Africa, North America and more. Custom Landmarker AR experiences will launch in Chennai, London, Los Angeles, Mumbai, Prague and Rio de Janeiro this Sunday. Promotional partners for HOTD include Bose, which had its sound system throughout the Dragon’s Den at SDCC, and Duolingo, which launched on July 19, with fans learning High Valyrian ahead of HOTD’s premiere. The viral mascot of the TikTok app made an appearance at the HOTD Comic-Con activation, where he reminded attendees to complete their homework with life-sized push notifications and dragon command signs in High Valyrian. Additionally, among promotional partners, there is a month-long pop-up experience for the series at the Natural History Museum of Los Angeles from Aug. 5-Sept. 7. Inspired by the exhibits one can see while exploring the relics and traditions of real regimes such as ancient Rome or ancient Egypt, the HOTD exhibition features props, costumes and specially designed displays to highlight the history of Daenerys Targaryen’s ancestors. It would be an understatement to say that the stakes are high here in the release of House of the Dragon, not only from a future GOT development franchise perspective, but also in terms of ratings. The final season of Game of Thrones left big shoes for House of the Dragon to fill, and that was before HBO had the power of HBO Max. GOT in its final season averaged 46 million per episode domestically, and RelishMix notes that there is chatter on social media about those “still not satisfied with the ending.” By comparison, Euphoria Season 2 episodes, which had the added benefit of HBO Max, averaged 19.5 million viewers each across all platforms. However, RelishMix notes the social chatter where there is an “excitement for the new trip back in time 200 years before GOT — from protective dragon enthusiasts who insist that “no dragons were harmed in the making of…

title: “Hbo S 100M Marketing Campaign Deadline Klmat” ShowToc: true date: “2022-12-15” author: “Crystal Wilson”

HBO

And where is that? Why, during the release of HBO’s nearly $200 million Game of Thrones spinoff series House of the Dragon , which premieres this Sunday on both the linear pay-TV channel and the HBO Max streaming service. Sources tell Deadline that HBO’s biggest marketing campaign ever was valued at over $100 million in media spend (that’s a combination of ad value and hard cash). This is a theatrical marketing budget the size of a theater stage by all accounts, not some Netflix-style financial push to subscribers on its menu. And as Zaslav pointed out today in his congratulatory note to employees (obtained by Deadline) ahead of House of the Dragon’s debut, it’s already paid off with the series’ campaign that “reached nearly 130 million people in the U.S. alone .A.”, while also reprising a united front of the majority of brands in the Warner Bros. Discovery empire to promote this new show. Pia Barlow, HBO Max EVP Originals Marketing Getty Speaking to Deadline, Pia Barlow, EVP of HBO Originals Marketing, said the goal of the House of the Dragon marketing campaign was to “galvanize both new and existing fans,” that demo being men and women, 18-54 . “The House of the Dragon campaign is really about creating big, broad awareness and interest over the summer, but also making sure we signal to existing fans as well as new fans that this is a new story of Game of Thrones coming to HBO Max,” adds Barlow. “It was also exciting to see teams across the company collaborate with the HBO team on an unprecedented cross-promotion campaign. And we did all of this in just a few months, clearly showing what we can achieve when our networks, streaming platforms, digital and social channels work collectively in support of a common priority,” Zaslav emphasized this AM. He described conglom’s plan to target tiny viewers in a marketing push that has spanned social media, outdoor, digital, traditional TV spots and explosive deals on such distribution partners as Xfinity cable (where there is a HOTD destination on X1 video platforms and Flex) and Roku, who also produced a special episode of their show, The Roku Rundown. HGTV fire-breathing ‘House of the Dragon’ banner. HGTV If House of Targaryen is rich in dragons, then Warner Bros. Discovery has an embarrassment of riches in terms of ad space, with HOTD airing on such channels, per ad stat org iSpot, as TBS (20.9%), Discovery (9.1%), TNT (7.7%), CNN (7.4%) and Food Network (6.6%). If you watch HGTV, I’d catch a fire-breathing dragon at the bottom of the screen during your favorite show in a banner promoting the series created by Ryan J. Condal. iSpot also reports that 99.1% of HBO’s promotional TV ad impressions since July 20 have come from HOTD. Another notable mention of teamwork for HOTD between Warner Bros. Discovery channels was the exclusive appearance of the Martin series on the first night of Discovery’s Shark Week on Sunday, July 24. Want more cross promotion? How about members of TNT’s All Elite Wrestling team sitting on the new GOT throne from HOTD at the San Diego Comic-Con Experience (read below). Warner County As for the future success of HBO Max, Zaslav has made it clear that it is on the list of Warner Bros. series and top theatrical titles that are released 45 days after they are shown in theaters. Warner Bros. Discovery’s bean counters have zero effect on distributing movies directly to HBO Max, like WarnerMedia’s previous regime under Jason Kilar. They are a colossal waste of money, and their availability in theaters and homes both diminishes their patina, as well as their appeal to subsequent utility windows. Not to mention there’s research out there to prove that frosh subscribers come for a movie and then engage the service. It’s the weekly drop of a hot episodic series like HOTD that keeps the subtitles locked. Not to mention, windowed theatrical movies on HBO Max click better than day and date. We hear that Fantastic Beasts: The Secrets of Dumbledore’s opening weekend on HBO Max after 45 days in theaters ($95 million domestic box office) drove close to 20% of traffic to the OTT service, while in its first week of filming, it was responsible for for a third of HBO Max’s traffic. Additionally, third-party streaming meter Samba TV reported that The Batman’s first week on HBO Max (after its 45-day theatrical run) drew 4.1 million households, surpassing the first week of such day-and-date Warner films as The Suicide Squad (3.5 million), Wonder Woman 1984 (3.2 million), The Matrix Resurrections (3.2 million) and Dune (2.3 million). The HOTD campaign launched with two trailers released on October 5, 2021 (17.1 million YouTube views) and May 5, 2022 (14 million YT views). But then the marketing mojo kicked into high gear heading into San Diego Comic-Con, which saw a trailer drop (July 20, 18.8m YTs), the Hall H panel with the cast , Condal and an extended trailer. the dragon egg hatching app DracARys and live experience The House of the Dragon: Dragon’s Den. the latter attracting 4k attendees who walked through the show’s castle world decked out in cosplay. All of these efforts continue to shine for HBO’s social media. SDCC is “the gift that keeps on giving,” says Barlow, bringing in 102 million impressions and 128,000 new followers across House of the Dragon and Game of Thrones social channels. “Choose your (dragon’s) egg wisely” #HouseoftheDragon #SDCC pic.twitter.com/1aB6mcYoFx — Deadline Hollywood (@DEADLINE) July 21, 2022 Learning the way of the dragon #HouseoftheDragon #SDCC pic.twitter.com/ZbQcb6q9tD — Deadline Hollywood (@DEADLINE) July 21, 2022 Says Barlow of HOTD’s large Comic-Con footprint, “The timing couldn’t have been more perfect. It was right in our launch window, and because it was the first time we were going to come back really strong in a few years, we knew there was going to be this pent-up demand and excitement from the fans, and we’ve had a very significant presence in the past with Game of Thrones at Comic-Con. So there was almost an expectation that we also wanted to make sure we were satisfying our fans.” Social media analytics firm RelishMix gauged how strong the buzz was for HOTD, saying that HBO “took a solid organic approach to engage the franchise’s 44.1 million GOT social network fans — from cast to pre-production to engage them with new social channels for HOTD , now integrated with Facebook Twitter, YouTube, Instagram and TikTok.” Add in HBO Max followers and the social media world around the new Westeros World series is approaching 313 million. “The material hasn’t been flooded, but has been selectively published, with only 12 videos on Facebook with 11.1 million views and fewer on YouTube with 134.2 million views, all crossed over to earned channels,” says RelishMix in its latest report on Deadline. “Comic-con and live panel announcements boosted a wave of material leading up to the streaming premiere weekend.” Snapchat Also this Sunday, on the day of the premiere, is a new Snapchat selfie lens + world face AR, which will last throughout the first season. AR developers who are members of Snap’s global lens network create custom AR Landmarker experiences in their local markets, which include AR renderings of the HOTD dragons as they capture global landmarks. Landmarker lenses will be unlockable via the Lens Carousel when Snapchatters are near a landmark location. The lens will be available in regions like Australia, parts of Europe, India, Middle East and North Africa, North America and more. Custom Landmarker AR experiences will launch in Chennai, London, Los Angeles, Mumbai, Prague and Rio de Janeiro this Sunday. Promotional partners for HOTD include Bose, which had its sound system throughout the Dragon’s Den at SDCC, and Duolingo, which launched on July 19, with fans learning High Valyrian ahead of HOTD’s premiere. The viral mascot of the TikTok app made an appearance at the HOTD Comic-Con activation, where he reminded attendees to complete their homework with life-sized push notifications and dragon command signs in High Valyrian. Additionally, among promotional partners, there is a month-long pop-up experience for the series at the Natural History Museum of Los Angeles from Aug. 5-Sept. 7. Inspired by the exhibits one can see while exploring the relics and traditions of real regimes such as ancient Rome or ancient Egypt, the HOTD exhibition features props, costumes and specially designed displays to highlight the history of Daenerys Targaryen’s ancestors. It would be an understatement to say that the stakes are high here in the release of House of the Dragon, not only from a future GOT development franchise perspective, but also in terms of ratings. The final season of Game of Thrones left big shoes for House of the Dragon to fill, and that was before HBO had the power of HBO Max. GOT in its final season averaged 46 million per episode domestically, and RelishMix notes that there is chatter on social media about those “still not satisfied with the ending.” By comparison, Euphoria Season 2 episodes, which had the added benefit of HBO Max, averaged 19.5 million viewers each across all platforms. However, RelishMix notes the social chatter where there is an “excitement for the new trip back in time 200 years before GOT — from protective dragon enthusiasts who insist that “no dragons were harmed in the making of…

title: “Hbo S 100M Marketing Campaign Deadline Klmat” ShowToc: true date: “2022-11-07” author: “Joseph Gage”

HBO

And where is that? Why, during the release of HBO’s nearly $200 million Game of Thrones spinoff series House of the Dragon , which premieres this Sunday on both the linear pay-TV channel and the HBO Max streaming service. Sources tell Deadline that HBO’s biggest marketing campaign ever was valued at over $100 million in media spend (that’s a combination of ad value and hard cash). This is a theatrical marketing budget the size of a theater stage by all accounts, not some Netflix-style financial push to subscribers on its menu. And as Zaslav pointed out today in his congratulatory note to employees (obtained by Deadline) ahead of House of the Dragon’s debut, it’s already paid off with the series’ campaign that “reached nearly 130 million people in the U.S. alone .A.”, while also reprising a united front of the majority of brands in the Warner Bros. Discovery empire to promote this new show. Pia Barlow, HBO Max EVP Originals Marketing Getty Speaking to Deadline, Pia Barlow, EVP of HBO Originals Marketing, said the goal of the House of the Dragon marketing campaign was to “galvanize both new and existing fans,” that demo being men and women, 18-54 . “The House of the Dragon campaign is really about creating big, broad awareness and interest over the summer, but also making sure we signal to existing fans as well as new fans that this is a new story of Game of Thrones coming to HBO Max,” adds Barlow. “It was also exciting to see teams across the company collaborate with the HBO team on an unprecedented cross-promotion campaign. And we did all of this in just a few months, clearly showing what we can achieve when our networks, streaming platforms, digital and social channels work collectively in support of a common priority,” Zaslav emphasized this AM. He described conglom’s plan to target tiny viewers in a marketing push that has spanned social media, outdoor, digital, traditional TV spots and explosive deals on such distribution partners as Xfinity cable (where there is a HOTD destination on X1 video platforms and Flex) and Roku, who also produced a special episode of their show, The Roku Rundown. HGTV fire-breathing ‘House of the Dragon’ banner. HGTV If House of Targaryen is rich in dragons, then Warner Bros. Discovery has an embarrassment of riches in terms of ad space, with HOTD airing on such channels, per ad stat org iSpot, as TBS (20.9%), Discovery (9.1%), TNT (7.7%), CNN (7.4%) and Food Network (6.6%). If you watch HGTV, I’d catch a fire-breathing dragon at the bottom of the screen during your favorite show in a banner promoting the series created by Ryan J. Condal. iSpot also reports that 99.1% of HBO’s promotional TV ad impressions since July 20 have come from HOTD. Another notable mention of teamwork for HOTD between Warner Bros. Discovery channels was the exclusive appearance of the Martin series on the first night of Discovery’s Shark Week on Sunday, July 24. Want more cross promotion? How about members of TNT’s All Elite Wrestling team sitting on the new GOT throne from HOTD at the San Diego Comic-Con Experience (read below). Warner County As for the future success of HBO Max, Zaslav has made it clear that it is on the list of Warner Bros. series and top theatrical titles that are released 45 days after they are shown in theaters. Warner Bros. Discovery’s bean counters have zero effect on distributing movies directly to HBO Max, like WarnerMedia’s previous regime under Jason Kilar. They are a colossal waste of money, and their availability in theaters and homes both diminishes their patina, as well as their appeal to subsequent utility windows. Not to mention there’s research out there to prove that frosh subscribers come for a movie and then engage the service. It’s the weekly drop of a hot episodic series like HOTD that keeps the subtitles locked. Not to mention, windowed theatrical movies on HBO Max click better than day and date. We hear that Fantastic Beasts: The Secrets of Dumbledore’s opening weekend on HBO Max after 45 days in theaters ($95 million domestic box office) drove close to 20% of traffic to the OTT service, while in its first week of filming, it was responsible for for a third of HBO Max’s traffic. Additionally, third-party streaming meter Samba TV reported that The Batman’s first week on HBO Max (after its 45-day theatrical run) drew 4.1 million households, surpassing the first week of such day-and-date Warner films as The Suicide Squad (3.5 million), Wonder Woman 1984 (3.2 million), The Matrix Resurrections (3.2 million) and Dune (2.3 million). The HOTD campaign launched with two trailers released on October 5, 2021 (17.1 million YouTube views) and May 5, 2022 (14 million YT views). But then the marketing mojo kicked into high gear heading into San Diego Comic-Con, which saw a trailer drop (July 20, 18.8m YTs), the Hall H panel with the cast , Condal and an extended trailer. the dragon egg hatching app DracARys and live experience The House of the Dragon: Dragon’s Den. the latter attracting 4k attendees who walked through the show’s castle world decked out in cosplay. All of these efforts continue to shine for HBO’s social media. SDCC is “the gift that keeps on giving,” says Barlow, bringing in 102 million impressions and 128,000 new followers across House of the Dragon and Game of Thrones social channels. “Choose your (dragon’s) egg wisely” #HouseoftheDragon #SDCC pic.twitter.com/1aB6mcYoFx — Deadline Hollywood (@DEADLINE) July 21, 2022 Learning the way of the dragon #HouseoftheDragon #SDCC pic.twitter.com/ZbQcb6q9tD — Deadline Hollywood (@DEADLINE) July 21, 2022 Says Barlow of HOTD’s large Comic-Con footprint, “The timing couldn’t have been more perfect. It was right in our launch window, and because it was the first time we were going to come back really strong in a few years, we knew there was going to be this pent-up demand and excitement from the fans, and we’ve had a very significant presence in the past with Game of Thrones at Comic-Con. So there was almost an expectation that we also wanted to make sure we were satisfying our fans.” Social media analytics firm RelishMix gauged how strong the buzz was for HOTD, saying that HBO “took a solid organic approach to engage the franchise’s 44.1 million GOT social network fans — from cast to pre-production to engage them with new social channels for HOTD , now integrated with Facebook Twitter, YouTube, Instagram and TikTok.” Add in HBO Max followers and the social media world around the new Westeros World series is approaching 313 million. “The material hasn’t been flooded, but has been selectively published, with only 12 videos on Facebook with 11.1 million views and fewer on YouTube with 134.2 million views, all crossed over to earned channels,” says RelishMix in its latest report on Deadline. “Comic-con and live panel announcements boosted a wave of material leading up to the streaming premiere weekend.” Snapchat Also this Sunday, on the day of the premiere, is a new Snapchat selfie lens + world face AR, which will last throughout the first season. AR developers who are members of Snap’s global lens network create custom AR Landmarker experiences in their local markets, which include AR renderings of the HOTD dragons as they capture global landmarks. Landmarker lenses will be unlockable via the Lens Carousel when Snapchatters are near a landmark location. The lens will be available in regions like Australia, parts of Europe, India, Middle East and North Africa, North America and more. Custom Landmarker AR experiences will launch in Chennai, London, Los Angeles, Mumbai, Prague and Rio de Janeiro this Sunday. Promotional partners for HOTD include Bose, which had its sound system throughout the Dragon’s Den at SDCC, and Duolingo, which launched on July 19, with fans learning High Valyrian ahead of HOTD’s premiere. The viral mascot of the TikTok app made an appearance at the HOTD Comic-Con activation, where he reminded attendees to complete their homework with life-sized push notifications and dragon command signs in High Valyrian. Additionally, among promotional partners, there is a month-long pop-up experience for the series at the Natural History Museum of Los Angeles from Aug. 5-Sept. 7. Inspired by the exhibits one can see while exploring the relics and traditions of real regimes such as ancient Rome or ancient Egypt, the HOTD exhibition features props, costumes and specially designed displays to highlight the history of Daenerys Targaryen’s ancestors. It would be an understatement to say that the stakes are high here in the release of House of the Dragon, not only from a future GOT development franchise perspective, but also in terms of ratings. The final season of Game of Thrones left big shoes for House of the Dragon to fill, and that was before HBO had the power of HBO Max. GOT in its final season averaged 46 million per episode domestically, and RelishMix notes that there is chatter on social media about those “still not satisfied with the ending.” By comparison, Euphoria Season 2 episodes, which had the added benefit of HBO Max, averaged 19.5 million viewers each across all platforms. However, RelishMix notes the social chatter where there is an “excitement for the new trip back in time 200 years before GOT — from protective dragon enthusiasts who insist that “no dragons were harmed in the making of…

title: “Hbo S 100M Marketing Campaign Deadline Klmat” ShowToc: true date: “2022-11-17” author: “Evelyn Carter”

HBO

And where is that? Why, during the release of HBO’s nearly $200 million Game of Thrones spinoff series House of the Dragon , which premieres this Sunday on both the linear pay-TV channel and the HBO Max streaming service. Sources tell Deadline that HBO’s biggest marketing campaign ever was valued at over $100 million in media spend (that’s a combination of ad value and hard cash). This is a theatrical marketing budget the size of a theater stage by all accounts, not some Netflix-style financial push to subscribers on its menu. And as Zaslav pointed out today in his congratulatory note to employees (obtained by Deadline) ahead of House of the Dragon’s debut, it’s already paid off with the series’ campaign that “reached nearly 130 million people in the U.S. alone .A.”, while also reprising a united front of the majority of brands in the Warner Bros. Discovery empire to promote this new show. Pia Barlow, HBO Max EVP Originals Marketing Getty Speaking to Deadline, Pia Barlow, EVP of HBO Originals Marketing, said the goal of the House of the Dragon marketing campaign was to “galvanize both new and existing fans,” that demo being men and women, 18-54 . “The House of the Dragon campaign is really about creating big, broad awareness and interest over the summer, but also making sure we signal to existing fans as well as new fans that this is a new story of Game of Thrones coming to HBO Max,” adds Barlow. “It was also exciting to see teams across the company collaborate with the HBO team on an unprecedented cross-promotion campaign. And we did all of this in just a few months, clearly showing what we can achieve when our networks, streaming platforms, digital and social channels work collectively in support of a common priority,” Zaslav emphasized this AM. He described conglom’s plan to target tiny viewers in a marketing push that has spanned social media, outdoor, digital, traditional TV spots and explosive deals on such distribution partners as Xfinity cable (where there is a HOTD destination on X1 video platforms and Flex) and Roku, who also produced a special episode of their show, The Roku Rundown. HGTV fire-breathing ‘House of the Dragon’ banner. HGTV If House of Targaryen is rich in dragons, then Warner Bros. Discovery has an embarrassment of riches in terms of ad space, with HOTD airing on such channels, per ad stat org iSpot, as TBS (20.9%), Discovery (9.1%), TNT (7.7%), CNN (7.4%) and Food Network (6.6%). If you watch HGTV, I’d catch a fire-breathing dragon at the bottom of the screen during your favorite show in a banner promoting the series created by Ryan J. Condal. iSpot also reports that 99.1% of HBO’s promotional TV ad impressions since July 20 have come from HOTD. Another notable mention of teamwork for HOTD between Warner Bros. Discovery channels was the exclusive appearance of the Martin series on the first night of Discovery’s Shark Week on Sunday, July 24. Want more cross promotion? How about members of TNT’s All Elite Wrestling team sitting on the new GOT throne from HOTD at the San Diego Comic-Con Experience (read below). Warner County As for the future success of HBO Max, Zaslav has made it clear that it is on the list of Warner Bros. series and top theatrical titles that are released 45 days after they are shown in theaters. Warner Bros. Discovery’s bean counters have zero effect on distributing movies directly to HBO Max, like WarnerMedia’s previous regime under Jason Kilar. They are a colossal waste of money, and their availability in theaters and homes both diminishes their patina, as well as their appeal to subsequent utility windows. Not to mention there’s research out there to prove that frosh subscribers come for a movie and then engage the service. It’s the weekly drop of a hot episodic series like HOTD that keeps the subtitles locked. Not to mention, windowed theatrical movies on HBO Max click better than day and date. We hear that Fantastic Beasts: The Secrets of Dumbledore’s opening weekend on HBO Max after 45 days in theaters ($95 million domestic box office) drove close to 20% of traffic to the OTT service, while in its first week of filming, it was responsible for for a third of HBO Max’s traffic. Additionally, third-party streaming meter Samba TV reported that The Batman’s first week on HBO Max (after its 45-day theatrical run) drew 4.1 million households, surpassing the first week of such day-and-date Warner films as The Suicide Squad (3.5 million), Wonder Woman 1984 (3.2 million), The Matrix Resurrections (3.2 million) and Dune (2.3 million). The HOTD campaign launched with two trailers released on October 5, 2021 (17.1 million YouTube views) and May 5, 2022 (14 million YT views). But then the marketing mojo kicked into high gear heading into San Diego Comic-Con, which saw a trailer drop (July 20, 18.8m YTs), the Hall H panel with the cast , Condal and an extended trailer. the dragon egg hatching app DracARys and live experience The House of the Dragon: Dragon’s Den. the latter attracting 4k attendees who walked through the show’s castle world decked out in cosplay. All of these efforts continue to shine for HBO’s social media. SDCC is “the gift that keeps on giving,” says Barlow, bringing in 102 million impressions and 128,000 new followers across House of the Dragon and Game of Thrones social channels. “Choose your (dragon’s) egg wisely” #HouseoftheDragon #SDCC pic.twitter.com/1aB6mcYoFx — Deadline Hollywood (@DEADLINE) July 21, 2022 Learning the way of the dragon #HouseoftheDragon #SDCC pic.twitter.com/ZbQcb6q9tD — Deadline Hollywood (@DEADLINE) July 21, 2022 Says Barlow of HOTD’s large Comic-Con footprint, “The timing couldn’t have been more perfect. It was right in our launch window, and because it was the first time we were going to come back really strong in a few years, we knew there was going to be this pent-up demand and excitement from the fans, and we’ve had a very significant presence in the past with Game of Thrones at Comic-Con. So there was almost an expectation that we also wanted to make sure we were satisfying our fans.” Social media analytics firm RelishMix gauged how strong the buzz was for HOTD, saying that HBO “took a solid organic approach to engage the franchise’s 44.1 million GOT social network fans — from cast to pre-production to engage them with new social channels for HOTD , now integrated with Facebook Twitter, YouTube, Instagram and TikTok.” Add in HBO Max followers and the social media world around the new Westeros World series is approaching 313 million. “The material hasn’t been flooded, but has been selectively published, with only 12 videos on Facebook with 11.1 million views and fewer on YouTube with 134.2 million views, all crossed over to earned channels,” says RelishMix in its latest report on Deadline. “Comic-con and live panel announcements boosted a wave of material leading up to the streaming premiere weekend.” Snapchat Also this Sunday, on the day of the premiere, is a new Snapchat selfie lens + world face AR, which will last throughout the first season. AR developers who are members of Snap’s global lens network create custom AR Landmarker experiences in their local markets, which include AR renderings of the HOTD dragons as they capture global landmarks. Landmarker lenses will be unlockable via the Lens Carousel when Snapchatters are near a landmark location. The lens will be available in regions like Australia, parts of Europe, India, Middle East and North Africa, North America and more. Custom Landmarker AR experiences will launch in Chennai, London, Los Angeles, Mumbai, Prague and Rio de Janeiro this Sunday. Promotional partners for HOTD include Bose, which had its sound system throughout the Dragon’s Den at SDCC, and Duolingo, which launched on July 19, with fans learning High Valyrian ahead of HOTD’s premiere. The viral mascot of the TikTok app made an appearance at the HOTD Comic-Con activation, where he reminded attendees to complete their homework with life-sized push notifications and dragon command signs in High Valyrian. Additionally, among promotional partners, there is a month-long pop-up experience for the series at the Natural History Museum of Los Angeles from Aug. 5-Sept. 7. Inspired by the exhibits one can see while exploring the relics and traditions of real regimes such as ancient Rome or ancient Egypt, the HOTD exhibition features props, costumes and specially designed displays to highlight the history of Daenerys Targaryen’s ancestors. It would be an understatement to say that the stakes are high here in the release of House of the Dragon, not only from a future GOT development franchise perspective, but also in terms of ratings. The final season of Game of Thrones left big shoes for House of the Dragon to fill, and that was before HBO had the power of HBO Max. GOT in its final season averaged 46 million per episode domestically, and RelishMix notes that there is chatter on social media about those “still not satisfied with the ending.” By comparison, Euphoria Season 2 episodes, which had the added benefit of HBO Max, averaged 19.5 million viewers each across all platforms. However, RelishMix notes the social chatter where there is an “excitement for the new trip back in time 200 years before GOT — from protective dragon enthusiasts who insist that “no dragons were harmed in the making of…