Global and once with them saying “philosophers.”










Global Markets and Strategies

Rajwinder Kaur

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Student ID: 8202756

Course no- MKT8030

Richard Cantin

February 1st 2018






Harry Potter’s first
book and movie that was written by author J.K. Rowling had first titled her
book as Harry Potter and the Philosopher’s stone published in the year 1997 in
United Kingdom  by Bloomsburry that is an
independent British publishing house for fiction and non-fiction books. But later in the year 1998 the title of this
movie and the book was changed to Harry Potter and the Sorcerer’s Stone by
Scholastic Corporation and the movie was directed by Warner Bros who had bought
the rights in 1999.

J.K. Rowling said in
one of her interviews that she still regrets about the change and she would
have fought for it only if she was in a stronger position back then.

changes were made because children in United States wouldn’t buy that book with
the word “Philosopher” in it as it may sound boring and less magical.  The second reason of the name change is that American
High school children might get confused with the term Philosopher Stone which
is a mineral substance that changes metal into gold that has the power to cure


Because of the name change, every scene in
the picture that said the word stone were taped twice, once with performers
saying “sorcerers” and once with them saying
“philosophers.” Same for the book – “philosophers” was changed
with “sorcerer’s”, alongside other altering to reflect diverse
British/American spelling contrasts.  The
last I find inquisitive, since the book/film really happens in England.

The movie and the book were attached by many
religious groups because it was considered to promote witchcraft.


Awkward Moment & Are We Officially Dating.



The awkward moment is an American movie released
in the year 2013 is a romantic, comedy and also a drama film. This movie had a completely
different marketing strategy for it audience in Australia the movie was renamed
as We are Officially Dating. In America it was targeted towards young males,
whereas in Australia it was marketed mostly for ladies or a Valentine’s Day
special movie.

made to the posters

Leading three male actors names are given on
the poster whereas in the American poster, whereas for the Australian poster
the Lead Couples name.

American poster has a catcher/phrase in the
poster “getting some means wanting more” and on the other hand the Australian
poster does not.

title for the Australian poster is more romantic than the American poster which
is more of a funny phase in it.

The backgrounds as well as very different
from in other. In which it has an autumn looking background and the other just
a plain blue wall and three men sitting on the orange sofa.

Release dates are also very different from
each other. In American it was released on 31st January and in
Australian a day before Valentine’s Day.

Why the
changes were made?

As this movie did not do well in the United
States the makers of this movie had a new marketing strategy to release it in
Australia with a new title and changing the lead actors on the posters making
it look more romantic and a movie that is targeted mainly for lovers, and it
was also released a day before Valentine’s Day trying to give it a new outlook
and to attract young couples. But unfortunately the Australian Audience did not
enjoy the movie giving it below average ratings. 


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