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The Hobbit: Limited Edition

'The Hobbit' is an incredibly popular movie franchise, which was created as a continuation of the wildly successful 'Lord of the Rings' franchise.

The Hobbit: Limited Edition
The Hobbit: Limited Edition
For the film - 'Hobbit: The Desolation of Smaug', the ran a marketing campaign in order to raise as much awareness of the franchise as they possibly could. This can be clearly seen in their 'Limited Edition' box set.

The Hobbit: Limited Edition
The Hobbit: Limited Edition
As you can see above, there was only 5000 copies of the limited edition box set ever created. In the box set they gave a 5-disc 3D Blu-ray pack, along with 25 minutes of unseen scenes and hours of bonus content. They also included a collectable 'Barrel Riders Figurine', which depicts a scene in the film.

Due to the fact that everything in the box set either relates to, or is branded with the Hobbit, it's a sure way for the producers to raise awareness of the film - which will increase the amount of fans of the franchise and in turn raise sales. The raising awareness aspect of this marketing campaign is especially prevalent with the figurine, as this may be displayed in a visible area, such as in a home or store.

The Hobbit: Limited Edition
The Hobbit: Limited Edition
There are also other benefits for the producers who ran this marketing campaign. One of the main ones being that the box set will increase the amount of direct sales. This is achieved with the enticing extras that come with the box, such as the unseen footage - this is especially relevant to the figurine, as collectors will definitely be willing to spend more on a box set to get a collectable figure, which has only ever had 5000 produced.