01 VISUAL STRATEGY GUIDE
01 VISUAL STRATEGY GUIDE
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“Movies can and do have tremendous influence in shaping young lives in the realm of entertainment towards the ideals and objectives of normal adulthood.” — Walt Disney
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BLOCKBUSTER // VISUAL STRATEGY GUIDE
TABLE OF CONTENTS
TABLE OF CONTENTS
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BRAND OVERVIEW 12. Brand History 14. Blockbuster Timeline
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VISUALIZATION 18. 20. 22. 24.
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Re-branding Objective Our Mission Blockbuster in the Past Blockbuster in the Future
AUDIENCE 28. 6 Personas 34. 2 Outsiders
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COMPETITION 38. Current Competitors 40. Adjacent Competitors 42. Aspirational Competitors
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01 BRAND OVERVIEW
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BRAND OVERVIEW Blockbuster Inc. is the largest video rental chain in the world that providing in-home rental, retail movie, and game entertainment. Blockbuster operates about 9,100 video stores, serving approximately three million customers each day in the United States, its territories, and 24 other nations. Founded in the mid-1980s as an alternative to small, local operations with limited video rental selection, the company grew quickly into a global chain, offering videos, DVDs, and video games in its stores as well as through an online subscription program. Viacom sold off a minority stake in the company in 1999 and sold its remaining interest in 2004. The company appeared to be in a state of flux during 2005 due to litigation surrounding its “no late fees” policy, lost income from extended viewing fees, a failed attempt to merge with competitor Hollywood Entertainment Corporation, and corporate raider Carl Icahn’s efforts to oust CEO John Antioco.
BRAND OVERVIEW
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BRAND HISTORY The first Blockbuster video-rental store opens on this day in 1985, in Dallas, Texas. At a time when most video stores were small scaleoperations featuring a limited selection of titles, Blokbuster opened with some 8,000 tapes displayed on shelves around the store and a computerized checkout process. The first store was success and Blockbuster expanded rapidly, eventually becoming one the world’s largest providers of in-home movies, retail movie and game entertainment. Blockbuster was founded by David Cook, who had previously owned a business that provided computer software services to the oil and gas industry in Texas. Cook the saw potential in the video-rental business and after opening the first Blockbuster in 1985, he added three more stores the following year. In 1987, he sold part of the business to a group of investors that included Wayne Huizenga, founder of Waste Management, Inc., the world’s biggest garbage disposal company. Later that year, Cook left Blockbuster and Huizenga assumed control of the company and moved its headquarters to Fort Lauderdale.
Under Huizenga’s leadership, Blockbuster embarked on an aggressive expansion plan, snapping up existing video store chains and opening scores of new stores. By 1988, it was America’s leading video chain, with some 400 stores. By the early 1990s, Blockbuster had launched its 1,000th store and expanded into the overseas market. In 1994, Blockbuster was acquired by the media giant Viacom Inc., whose brands include MTV and Nickelodeon. In the mid1990s, the digital video disc (DVD) made its debut and in 1997, Netflix, an online DVD rental service, was founded. Around that same time, the e-commerce giant Amazon.com launched a video and DVD store. Blockbuster faced additional competition from the rise of pay-perview and on-demand movie services, through which viewers could pay for and watch movies instantly in their own homes.
BRAND OVERVIEW
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HISTORY TIMELINE
Blockbuster goes public.
Media giant Viacom Inc. acquires Blockbuster.
Viacom spins off a minority stake in Blockbuster.
1986
1994
1999
1985
1992
1996
The first Blockbuster video store opens in Dallas.
Blockbuster acquires the Sound Warehouse and Music Plus chains to create Blockbuster Music stores.
Company headquarters move to Dallas.
BRAND OVERVIEW
Viacom sells its remaining interest in Blockbuster.
2004
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Blockbuster CEO John Antioco steps down after openly feuding with Icahn.
Blockbuster announces plans to close its remaining US stores.
2007
2013
2001
2005
2010
Blockbuster debuts on the New York Stock Exchange.
The company pays $630,000 to settle litigation related to its new “no late fees� policy.
Blockbuster files for bankruptcy protections in September, moving to wipe out around $1 billion in debt.
2019 REBRANDING
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02 VISUALIZATION
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BLOCKBUSTER // VISUAL STRATEGY GUIDE
RE-BRANDING OBJECTIVE New blockbuster will develop new online products and services based on offering home rental, retail movie services, so that people can be entertained anytime and anywhere. And we will also be involved in movies, television, games, music, books and other entertainment levels, to bring joy to people around the world.
VISUALIZATION
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VISUALIZATION
OUR MISSION
“Blockbuster makes people feel entertained no matter where they are or what time it is.”
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Blockbuster in the Past We were a in-home rental movie company...
VISUALIZATION
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Blockbuster in the Future We will provide more exciting entertainment anytime and anywhere.
VISUALIZATION
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03 AUDIENCE
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THE CREATIVE GRAPHIC DESIGNER Jason Parker 28, Male MFA, Graphic Designer
1. Jason is a cheerful and optimistic boy. He likes to watch movies, listen to music and play games in his daily life. 2. Jason has been loved by design directors for his outstanding creativity. 3. The design director would assign important tasks to Jason, so he felt great pressure. 4. When Jason returns home, he will ease the stress of the day by playing games or surfing the Internet. 5. Jason wanted to escape from the real life at home for a short time because he has so much work to do. 6. Because the designer’s work makes Jason love coffee. 7. He bought a professional coffee machine at home. He gets up every morning to make a cup of coffee to welcome a new day.
AUDIENCE
THE PROFESSIONAL ACTRESS Anna Johnson 32, Female BA, Actress
1. Anna likes to see the movies and watch her own TV series with her family, because she can find out the lack of her acting skills. 2. The family would sum up the impressions and give feedback to Anna. 3. Anna studied in the film school as an undergraduate and began acting in the film industry after graduation. 4. Anna has a high demand for herself. She hopes that she can improve her acting in every drama. 5. Anna’s bedroom corner was full of plays. 6. Anna likes to play different roles so that she can constantly challenge herself. 7. On the day off, Anna will find some movies of her favourite actors online and learn their acting skills.
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THE SHY BOY Lucas Gray 15, Male High School Student
1. He is a very shy boy who doesn’t like to talk. Because he doesn’t like to talk to others, he has few friends at school. 2. He goes to school alone every day. 3. He likes to play games and assemble legos. 4. He can find happiness in games. 5. He likes to kill time by staying at home and playing games on weekends. 6. He is addicted to games, which he plays for 7 or 8 hours per day. 7. His parents are worried about his health.
AUDIENCE
THE MOVIE FAN Kate Carlson 24, Female BA, Graduate Student
1. Kate is a crazy movie lover, and she has seen almost all the movies. 2. When she was a child, her mother would tell her stories every night when she slept. 3. Her parents often take her to the cinema because of her parents like watching movies, too. 4. Not only do parents go to the cinema, but they also rent DVDs to play classic movies over and over again. 5. Kate likes to listen to stories because different stories have different rewards. 6. When she grew up, she thought movies were the vehicle for stories. 7. She likes to recommend good movies to her friends and wants them to feel the emotions in the stories with her.
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THE INDEPENDENT STUDENT Stella Zhang 21, Female BFA, International Student
1. This year is the first year for Stella to study abroad, and it is also the first time to leave her parents for a long time. 2. As she was not familiar with her surroundings, she stayed at home except for going to school. 3. She likes to decorate her room. It makes her happy to dress up the room as she likes. 4. Because her language is not very skilled, she has time to watch TED online to practice her listening. 5. Since there is no TV at home and the TV is very expensive, she liked to look for interesting video online. 6. She likes watching variety shows and TV series because they can help her through the boring time. 7. Sometimes when she overeats, she looks for some zumba video on youtube to help her stay in shape.
AUDIENCE
THE COOKING ENTHUSIAST William Davis 23, Male AA, Youtuber
1. William likes to cook at home because he has all the kitchen supplies and enough space in home kitchen. 2. William likes to take pictures for his daily dishes and upload them to instagram to record his life. 3. There are a lot of friends who like William on Instagram, and the number of people following him is growing. 4. William is very interested in the career of youtube. Being a YouTuber is not only about sharing his happiness, but also about making a profit. 5. William started filming a weekly video about food-related topic at home and uploading it to his own channel. 6. William likes to shoot videos at home because he can’t adjust the camera according to the outdoor light. 7. After a while, William wanted to shoot more themed videos at home to attract more people to follow his channel.
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THE BUSY MANAGER Alex Smith 41, Male BA, Manager
1. Alex never pays attention to entertainment because he is not interested in it. 2. As a manager, Alex not only has to complete his work, but also helps other colleagues to solve some problems. 3. Alex gets home around 10 o ‘clock every night, and sometimes he works until 2 or 3 o ‘clock in the morning. 4. Alex was tired from his busy work, so he went home and directly went to sleep. 5. During the holidays, Alex would read books to enrich himself. 6. He never takes the initiative to discuss entertainment-related topics with others unless his friends told him that he was just listening in. 7. He likes to listen to some light music to help him sleep before he goes to bed.
AUDIENCE
THE NEW MOM Emma Mitchell 36, Female BA, Housewife
1. Emma is a person who loves family very much. She likes entertainment but has no time to enjoy. 2. Emma had her first baby and her baby had just been born, so she felt very happy. 3. Emma is cared about her baby’s education, so that she wanted to be a housewife to focus on her baby’s education. 4. Due to be a housewife, Emma doesn’t have any income. 5. Emma takes care of her baby until the early hours of the morning, and wakes up in the middle of the night. 6. Because her husband has a business trip recently, her friends sometimes come to help, but most of the time, Emma is at home alone. 7. Emma was very tired and hoped that time can be stop for a while.
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04 COMPETITION
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CURRENT COMPETITIORS The current competitors committed the same field as the movie and game rental companies. Blockbuster has competitors on both of movie and game industries.
Netflix is the internet entertainment service with 139 million paid memberships in over 190 countries enjoying TV series, documentaries and feature films.
Hulu is the leading premium streaming service offering live and on-demand TV and movies, with and without commercials, both in and outside the home.
Family Video Movie Club Inc. is an American video rental chain located in the United States and Canada.
Hollywood Video was a home video and video game rental shop company started in 1988.
Video Ezy is an Australian-based rental and retail chain, offering DVD, Ultra HD Blu-ray, Blu-ray and Video Games and other digital content.
Redbox is America’s destination for affordable and convenient new-release movie and video game rentals.
COMPETITION
CIVIC was a VHS, DVD, Blu-ray, Ultra HD Bluray, and video game rental store chain which operates franchise and corporate-owned video stores in Australia and New Zealand.
Nintendo Co., Ltd. is a Japanese multinational consumer electronics and video game company headquartered in Kyoto.
OnLive’s flagship product was its cloud gaming service, which allowed subscribers to rent or demo computer games without installing them on their device.
GameFly is an American online video game rental subscription service that specializes in providing games for game consoles and handheld game consoles.
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ADJACENT COMPETITORS The adjacent competitors committed in the similar field as an entertainment company. Customers will spend time to do something instead of watch movie at home.
AMC Theatres is an American movie theater chain headquartered in Leawood, Kansas, and is the largest movie theater chain in the world.
Sony Music Entertainment, is an American global music conglomerate owned by Sony and incorporated as a general partnership of Sony Music Holdings Inc.
The San Francisco Museum of Modern Art is a modern art museum located in San Francisco, California.
24 Hour Fitness is a privately owned and operated fitness center chain headquartered in San Ramon, California.
Cinemark USA, Inc. is an American movie theater chain owned by Cinemark Holdings, Inc. operating throughout the Americas and in Taiwan.
Barnes & Noble, Inc., a Fortune 1000 company, is the bookseller with the largest number of retail outlets in the United States and a retailer of content, digital media, and educational products.
COMPETITION
Dish Network Corporation is a U.S. television provider. Provides international channels, and award-winning HD and DVR technology.
HBO is an American premium cable and satellite television network that was owned by the namesake unit Home Box Office, Inc.
Vudu, Inc. is an American content delivery and media technology company responsible for Vudu-branded interactive media services and devices.
TripAdvisor is an American travel and restaurant website company that shows hotel and restaurant reviews, accommodation bookings and other travel-related content.
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ASPIRATIONAL COMPETITORS The aspirational competitors committed in the relevant field offer various entertainments and they may bring them all together.
Comcast Corporation is an American telecommunications conglomerate headquartered in Philadelphia, Pennsylvania.
GameStop Corp. is an American video game, consumer electronics, and wireless services retailer company.
East City Is A Production Company Dedicated To Illuminating The World Across Traditional And VR Platforms.
V Live is a South Korean live video streaming service that allows Korean-based celebrities to broadcast live videos on the internet.
The United States Playing Card Company, established in 1867 as Russell, Morgan & Co. and founded in its current incarnation in 1885, is a large producer and distributor of playing cards.
Universal Music Group is an American global music corporation. They own and operate a broad array of businesses engaged in recorded music, music publishing, merchandising, and audiovisual content in more than 60 countries.
COMPETITION
Ticketmaster Entertainment is an American ticket sales and distribution company based in Beverly Hills, California, with operations in many countries around the world.
Amazon doing business as Amazon, is a multinational technology company focusing in e-commerce, cloud computing, and artificial intelligence in Seattle, Washington.
Lego System A/S, doing business as The Lego Group, is a Danish toy production company based in Billund. It is best known for the manufacture of Lego-brand toys, consisting mostly of interlocking plastic bricks.
The Walt Disney Company, commonly known as Walt Disney or simply Disney, is an American diversified multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios in Burbank, California.
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IMAGE CREDIT google.com unsplash.com REFERENCES history.com referenceforbusiness.com COURSE Nature of Identity, Spring 2019 Academy of Art University INSTRUCTOR Hunter Wimmer
Printed in the United States of America Design & Concept: Haochen Wu Copy & Editing: Haochen Wu This book is a student project for education purposes and is not intended to represent the Blockbuster Brand.