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‘A Minecraft Movie’ Success Dissected: Brand Experts Reveal ‘Entertain or Die’ Strategy at SXSW London
'Minecraft' executive Harry Elonen analyzes 'A Minecraft Movie' box office success and transmedia strategy at SXSW London panel.
Elonen admitted the initial trailer launch was “a stressful part of our lives” due to lukewarm reception and harsh critique. The discussion touched on Grace Kite’s “lots of littles” marketing philosophy, which “Minecraft” has embraced wholeheartedly. Joining Elonen on the panel was Dan Salkey, founder and strategy partner at Small W•rld, who contextualized the “Minecraft” success within broader entertainment industry trends.
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