Draft:Marketing for The Super Mario Bros. Movie
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The Super Mario Bros. Movie is a 2023 American animated adventure comedy film based on Nintendo's Mario video game franchise. Produced by Universal Pictures, Illumination, and Nintendo, and distributed by Universal, it was directed by Aaron Horvath and Michael Jelenic and written by Matthew Fogel. The ensemble voice cast includes Chris Pratt, Anya Taylor-Joy, Charlie Day, Jack Black, Keegan-Michael Key, Seth Rogen, and Fred Armisen. The film features an origin story for the brothers Mario and Luigi, Italian-American plumbers who are transported to an alternate world and become entangled in a battle between the Mushroom Kingdom, led by Princess Peach, and the Koopas, led by Bowser.
The Super Mario Bros. Movie is Illumination's most expensive film, with a budget of about $100 million. At the worldwide box office, the film grossed over $1.36 billion dollars and broke multiple box office records, becoming the highest-grossing film based on a video game and the third-highest-grossing animated film of all time, and the second-highest-grossing film of 2023. It also had the highest-grossing opening for an animated film.
The film's promotional campaign included extensive marketing for the fictional "Super Mario Bros. Plumbing" business, including a Super Bowl LVII commercial, a business website, a dialable service phone number, a testimonial video featuring college basketball stars, and a tour with a replica of the business' truck from the film. Other notable events included a large drone light show at Santa Monica Pier, a limited-time event in Super Mario Run, and a life-size recreation of Mario's boots displayed at Nintendo New York.
Super Mario Bros. Plumbing
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In The Super Mario Bros. Movie, the characters Mario and Luigi own an independent, largely unsuccessful plumbing business named "Super Mario Bros. Plumbing". As part of the film's promotion, several fictional marketing materials for the company were released leading up to the film's premiere.
On February 8, 2023, a fictional commercial for Super Mario Bros. Plumbing was uploaded to YouTube by Illumination. The commercial was depicted as very low-budget, showing poor filming quality, an imperfect green-screen effect, and a poorly-staged customer testimonial. The commercial was accompanied by an "official" business website and a dialable phone number.