Harry Potter and International Marketing
Foreign Harry Potter and the Goblet of Fire teaser posters
The Harry Potter and the Goblet of Fire foreign teaser posters featuring characters from the film continue the darker tone of the later Potter films and accompanying key art — although the ethereal blur effects and teenage characters almost give it a WB network teen angst feel.
The promotional push for Harry Potter and the Goblet of Fire includes countless international movie posters from different foreign markets. The artwork for some foreign release posters for U.S. films are also created stateside — not by personnel in the foreign countries they are destined for. Most U.S. film studios have international marketing departments that work independently of the studio’s domestic marketing, creating artwork exclusively for overseas film posters. International marketing’s work can range from creating foreign versions of film title logos to generating completely new artwork geared for overseas audiences. Their work usually results in a single “International” poster design, which is then reformatted and tailored to each foreign market. (Such as being reworked into a Britsh Quad format for the United Kingdom market.)
Two marketing departments (domestic and foreign) working independently of each other within the same film studio, on the same film projects, often at the same time, can result in inter-company rivalries. While domestic marketing is generally a higher priority within the studio itself, it should be noted that the majority of a U.S. film’s grosses will come from overseas markets, and international posters will be seen by a much larger audience. (We haven’t even gotten into the place of home video marketing in this motion picture studio hierarchy yet.)