Mad Max was supposed to be dead. A long-dormant franchise, stuck in development hell for twenty years, it’s gone on to be the surprise hit of the summer. It had a relatively small marketing spend, lacked a dedicated fan base and had recast its iconic lead role. Despite all this, it made $110 million in its first few days of release, even beating the international takings of the sequel to mega hit Pitch Perfect.
Needless to say, I wanted an excuse to write about it, so I started considering what a surprise hit like this can tell us about how community is changing modern marketing. Here are some of the lessons that I think justify my expenses claim for an iMax ticket and a giant picture of The Doof Warrior: