Another way to see Game of Thrones . . . live.

Are you a Game of Thrones fan?

There’s a whole lot of people who are (including me, a former D&D player who loves me some swords and dragons and Peter Dinklage).  So HBO did what all companies with a valuable asset should do . . . they found another way to monetize their product.

They launched a bus and truck.

An “immersive” touring exhibition set sail recently (no coincidence that it premiered just shortly before Season 3 appeared), and was in New York City just last week.  At the exhibit you can sit on The Iron Throne, see costumes and props used in the show, and, surprise, surprise, buy merch.

The GOT exhibit isn’t the first entertainment exhibit to weave their way around the country.  The Harry Potter exhibit comes to mind . . . and remember all those Star Trek conventions?

What’s fantastic about these “product extensions” and why you should have one when you have a similar success is that they do two things:

  • They get your most passionate customer base even more excited about your product
  • They provide additional revenue to your coffers

I know, the last one sounds like pure profiteering, doesn’t it?

Well, it’s actually not.

Look, we’re in the entertainment business.  And HBO knows what every smart Producer should know as well:  since the successes are more and more rare than the failures, it’s imperative that you make as much hay out of your hit as you can . . . so that you can pay for the projects that come up hayless.

A great businessman once said, “It’s not that I didn’t fail.  Oh, I failed.  But when I failed, I failed small.  And when I won, I won huge.”

Maximize your successes, and people won’t even remember your failures.

Remember that HBO show John from Cincinnati?

I didn’t think so.


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  • Jim says:

    I’ve never watched an episode of GAME OF THRONES, but if a show I did like–such as SMALLVILLE back in the day–toured in such a fashion, I would have loved to check it out. It’s not greedy monetizing IF it provides something people want to see. A few years ago, I drove 3 hours to Walnut Grove to see a museum dedicated to LITTLE HOUSE ON THE PRAIRIE (and to wade in Plum Creek). It was a great trip!

  • christine kromer says:

    I was one of the many who stood on line for over 2 hours to see this exhibit. I too love Peter Dinklage who is an amazing actor. I was glad I went but also a little disappointed as well, I thought it could have been bigger. I enjoyed the art done by the fans of the show which was displayed on one of the walls. What really surprised me in this land of gift stores, they didn’t have one.

  • Queerbec says:

    Aww, Ken, you’re just jealous of the Lion King pop up store! But what if producers had a bus for a really popular touring show that drove into the next city on the tour a week prior to the show and visited local shopping mall parking lots, sports venues, happy hours, to drum up a little business and sell some t-shirts and hats so those attending could have them ready to wear when they went to the show the following week?

  • The bus n truck idea mentioned in the comment above for tours is a good one!

    I just wanted to mention that I -do- remember John from Cincinatti, and what I remember MOST about it is its awful ending. Not -that- it ended, but the actual ending. Thankfully, GOT has a better story.

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