Posted in: Fox, Movies | Tagged: film, fox, HRL, kingsman: the golden circle

'Kingsman: The Golden Circle': Beyond The Movie To Merchandise

These days, merchandise is just as important to the success of a movie as the movie itself. With Disney movies it's easy, but when it comes to movies like Kingsman: The Golden Circle, how do you market a movie with merchandise? Matthew Vaughn spoke to Deadline about marketing merch for this series:

"After every Disney movie, I get dragged to the Disney Store and end up buying X, Y, and Z. I was very impressed by Disney, and heard Bob Iger once say, my movies are advertising for my merchandise, and that's all that matters. I thought wow, that's a weird and uncool thing to say, but then I thought about it and, my god, the guy is a genius. And he's correct. I was looking at everything we were designing for Kingsman, and I thought, this stuff's beautiful, why don't we do some high-end merchandising for adults? I've realized the whole brand of MARV is, I make movies for adults that haven't grown up. That's who I am and what a lot of my friends are."

Vaughn realized that the collectors market is a lot older, with a lot more expendable income than we all realize. Things like high-end clothing and branded liquor could sell:

"Like, we get more excited about Star Wars coming out than kids do. A friend of mine who founded Mr. Porter, I rang her up and said, look, I've got this idea, should we do it? And she said yes. It was an experiment because the stuff is not cheap. Really high-quality clothing. And it sold out, everywhere. That was the first collection, and it worked. We're now on our eighth collection. The movie isn't out yet and we've got the record for the most amount of clothing sold in a week, and the film hasn't come out. And then we did whiskey. We made 5000 cases, figuring if we sold them in the first year, we'd be high-fiving. We sold it in a week. We're just launching the aftershave. That sold out. The stuff's not cheap, as well, so it's a really interesting dynamic. The whiskey, the Scotch we've launched is $1000 a bottle. We've sold out of that."

This is tapping into a market that no one would have thought would work out, but here we are. There's a chance that Fox just managed to hit a sweet spot when it comes to overlapping fandoms, but it's still cool to think about for other movies on the horizon.

Summary: When their headquarters are destroyed and the world is held hostage, the Kingsman's journey leads them to the discovery of an allied spy organization in the US. These two elite secret organizations must band together to defeat a common enemy.

Kingsman: The Golden Circle, directed by Matthew Vaughn, stars Colin Firth, Julianne Moore, Taron Egerton, Mark Strong, Halle Berry, with Sir Elton John, Channing Tatum, and Jeff Bridges. It will be released on September 22nd.

Enjoyed this? Please share on social media!

Stay up-to-date and support the site by following Bleeding Cool on Google News today!