The term Easter Eggs has two meanings. On one hand, it can mean the delicious chocolate treats that are left every April by our second favourite holiday character. On the other hand, it can mean an intentional hidden message. And this second meaning of Easter Eggs is the key to satisfying each entertainment brand’s passionate audiences.
Easter Eggs are nothing new. They have been around in video games, movies and books for decades. But they have an interesting effect on incredibly passionate consumers.
Take Seinfeld for example. In every episode of Seinfeld there is a mention of Superman. It could be a Superman magnet, an individual in a Superman costume walking in the background or one of the characters may say the word Superman.
For most people, this doesn’t mean much. But the passionate fans are constantly on the lookout for these Superman references. And it is an incredibly clever marketing idea. Why? Because it stimulates discussion outside the scope of the episode. Rather than just discussing the episode, groups of passionate fans now fervently discuss the ‘Superman’ references.
Well, Pixar has taken charge of the Easter Egg idea and revolutionised it to dramatically increase their appeal . . .
Whether we like to admit it or not, no matter what your age, we all enjoy a children’s cartoon once in a while. Even those of us with a Scrooge-like outlook on life can do with a little animated magic. But now there is another incentive to check out a Pixar film.
Welcome to The Pixar Theory.
Some very clever people have come up with the conclusion that all Pixar films are based on the same timeline. This theory has gained so much momentum that there is discussion on an international scale whenever a new movie is released. And it is actually a rather clever idea by the people at Pixar. (To find out more, check out this website dedicated to the hypothesis)
This connection is completely separate from children’s enjoyment of the film. As a result, it doesn’t influence the huge amount of enjoyment they receive from these movies. But what it does do, is open up the Pixar movie catalogue to a whole new audience . . . people who are dedicating their life’s effort to divulging the Pixar Theory. And there are a whole lot of people in this new market.
By adding this huge Easter Egg throughout every film they make, Pixar has successfully provided value for a much wider audience who are watching the same films through different eyes. And not only does this dramatically increase the audiences for their current films. It also increases the audience for their backlogs as fans trawl through the hours of entertainment in search of these Easter Eggs.
Very clever, Pixar!