Abstract:
Purpose: This study looks at “Harry Potterization” through the lens of Malcolm
Gladwell’s Tipping Point: How Little Things Make a Big Difference. Harry Potter
illustrates this theory through its transformation into the brand that it is today. This
paper aims to contribute to the development of a film brand theory, in doing so it
explores local film brands responsiveness toward local audience and how to Tip
local brands from the exemplary archetype of potterization phenomena.
Methodology: Considering the basis of this research and its objectives, nature of
the study is to explore the elements of Harry Potter brand phenomena that can be
replicated to build the local film brandscape, qualitative method and inductive
research approach is applied. Multimethod data collection technique is used; hence
conjoint analysis technique is best suitable for this exploratory research paper.
Findings: Harry Potter brand is tipped through its influential and yet delivers
memorable message while interfering the situations and context impending.
Potterbrand is proving to be an exemplary of extraordinariness brand that has
gratified in firmament. Malcolm Gladwell’s Tipping Points finest applied on
Potterization which can act as a model for local film brands to consider while
performing in an entertainment industry which is already in its infant form.
Research Limitations and implications: this research presents theory of film
branding through Gladwell’s epidemic theories which can be consider for
mainstream commercial films at local level. The implications of Tipping points are
highlighted to develop the brands within their wider brandscape in order to be a
sustainable relationship brand. The limitation is the consideration how to keep
Harry Potter express phenomena in long run because there is a potential risk of
harry potter to become a fad.
