Marketing 'The Da Vinci Code'

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Case Details:

Case Code : MKTG134
Case Length : 12 Pages
Period : 2003 - 2006
Organization : -
Pub Date : 2006
Teaching Note : Available
Countries : Europe, USA
Industry : Media, Entertainment, and Gaming

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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'The Da Vinci Code' Mania Spills Over

The popularity of 'The Da Vinci Code' spilled over to many other businesses. In January 2006, Eurostar announced that it had entered into a tie-up with Sony Pictures in association with the tourism boards of Britain, France, and Scotland to promote the 'Da Vinci Code' motion picture.

Paul Charles, Director of Communications, Eurostar, said, “The Da Vinci Code has had a major impact on the numbers choosing to travel with Eurostar to London and Paris and so it makes sense for us to be at the heart of the film release of 2006.

An increasing number of travelers are on The Da Vinci Code trail in the UK and France and the book is one of the most common items in our lost property office. London and Paris will again be the hottest tourist destinations in 2006 and, via our partnership with Columbia Pictures, Eurostar travelers, new and old, will be able to live the excitement of the movie in very innovative ways..."

A Dishonest Marketing Campaign?

Some groups like the Da Vinci Code Response Group (DVC Response Group), accused Brown and Sony Pictures of adopting a "dishonest marketing campaign" by claiming hypothetical assumptions as facts. Dr Austen Ivereigh, coordinator for the DVC Response Group, said, "From the start, the marketing strategy behind the Da Vinci Code has been to claim that it is based on respected theories. Brown and Sony have encouraged people to take it seriously, while hiding behind the claim that it is fiction."

Some also accused the producers of disregarding marketing and ethics by cashing in on the protests to increase revenues at the box-office. Commenting on Sony Pictures marketing campaign, Robert K. Johnston, Professor, Fuller Theological Seminary, said, "Sony is gambling that even negative discussion by the religious community will bring more bodies into the theater to see the movie..."


EXHIBIT - I: The Da Vinci Code Quest
EXHIBIT- II: Google Products/Services (As of May 2006)

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