Using the long tail to sell Narnia

Also in the realm of non-traditional marketing, today's Wall Street Journal has a great article about selling Disney's new movie, The Chronicles of Narnia. Their approach? Use non-traditional marketing across many niches from evangelical Christians to elementary and middle schools. Addressing many small niches to achieve a large return should be familiar to most bloggers; it's a strategy most refer to as the long tail. This quote says it all:

"We're not going after any audience we haven't gone after before," says Oren Aviv, Disney's head of movie marketing. "The difference is that this is the first project [where] we've gone after all of them at the same time."

Technorati Tags: Advertising, Disney, Marketing, Movies, Narnia, The Long Tail