Inside ‘Power Rangers’ Marketing, From Virtual Reality to Twitter Takeovers (Exclusive)
[...] to bring in everyone from millennials who grew up catching “Mighty Morphin Power Rangers” on Fox to young fans currently watching the 24th season of the show, “Power Rangers Ninja Steel” on Nickelodeon, the studio is rolling out a digital-heavy marketing plan that includes everything from virtual reality to “fake news” to YouTube influencers.
Billionaire “Power Rangers” creator Haim Saban, who bought back ownership of the franchise he developed from Disney in 2010, is producing the film through his Saban Brands.
The first series, which put the Japanese-adapted live-action superhero show on the map, was “Mighty Morphin Power Rangers,” which debuted in 1993 — and spawned millions of rabid fans who still embrace the brand’s core identity.
The studio also developed a messaging bot based on the Alpha 5 character – “Power Rangers” mentor Zordon’s robotic assistant, that enhanced the character’s “comedic personality,” Danielle DePalma, Lionsgate’s executive vice president of worldwide digital marketing and research, told TheWrap.
[...] for the first “Together We Are More” overlay, Lionsgate had the “Power Rangers” cast join forces with sports entertainment troupe Dude Perfect — whose YouTube channel boasts 16.3 million subscribers — as they faced off in an Epic Relay Challenge.
Lionsgate highlighted that magic number five — matching up with the five rangers — in some of its other marketing efforts, which included a Morphin Mondays promotion with Atom Tickets where fans can get $5 tickets for sharing insights with five friends.
[...] that theme carried forward to Lionsgate’s “color” overlay, as the studio teamed up with color-authority Pantone to select five official “Power Rangers” colors, based on color psychology traits that match the rangers’ personalities.
Enchroma makes glasses that allow color blind people to “see color,” and the movie is inviting people to apply for a free pair of that custom eyewear on Enchroma’s website.