Movie marketing
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Marketing is crucial for the movie industry. Hollywood movies grossed over $26 billion in 2007, more than any other form of entertainment. However, very few movies actually turn a profit, so studios rely on just a few blockbuster films each year to generate profits. On average, marketing budgets were $35.9 million in 2007. Common marketing techniques include teaser and full trailers in theaters, advertisements in newspapers/magazines/TV/radio, websites and viral marketing, and billboards. Studios measure early success by box office grosses the first weekend, as 40% of profits can come then. Marketing is essential to convince audiences to see films at cinemas or purchase DVDs.
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Movie marketing
- 1. Movie Marketing The Art and Science of convincing you to ‘buy’ movies.
- 2. A Few Interesting Facts • Hollywood movies grossed $26.7 b in 2007 (more than any other form of entertainment) • Very few movies actually make a profit and the conglomerates rely on only a few films to generate profit for the company. • Average marketing budget was $35.9 m in 2007
- 3. What techniques can be used to market a film?
- 4. The Basics • Every major Hollywood studio/distribution has an internal department for promotion and the resources to promote (TV, Magazines, Radio) • The marketing campaign will be cohesive across all media platforms • Most common forms are teaser trailers, trailers, Adverts in News papers and Magazines, Television spots, Radio promo, internet (official websites, viral sites, social networking) and billboards
- 5. The Basics • In recent years the general tactic has been to ‘go big’ • The movie business is cyclical and seasonal – Summer – Christmas – Long holiday weekends (USA) • In recent years the general tactic has been to ‘go big’
- 6. How do they measure success? • Gross box office sales from the first weekend – Direct reflection of the buzz/excitement generated – 40% of gross profit can happen in this time – Can mean that even a ‘stink’ film will make a small profit (before word spreads0 – Hulk (dir Ang Lee made 47% of its profit in the first week, 69% less in the second week) Avatar Harry Potter The King’s Speech
- 7. Where is the money spent? • Newspapers: 10.1% • Network TV: 21.6% • Spot TV (individual stations) 13.9% • Internet: 4.4% • Theatrical Trailers: 4.2% • Other media (cable TV, radio, mags, billboards):24% • Other non media (market research, promotion/publicity, creative services): 21.8%
- 8. The Traditional Campaign • Teaser Trailer – very little info but ‘cool’ looking • Theatrical Trailer – done by specialist production houses • Official Website (with the Trailer), builds as release date gets closes and is only the start of the internet campaign • Press Junket • A few weeks before release - Publicity Blitz (esp internet) • Product tie-ins and corporate partnerships (Happy Meal) • Publicity Stunt (The Dark Knight, The Simpsons Movie)
- 9. Marketing Problems • Over done so need to be creative • Can make the film even more costly (but they are already really costly) • Big Budget movies have the widest target audience which means that the campaign could lack focus) • Nichebuster – smaller movies marketed heavily to a highly specific target audience • Moviegoers are more media savvy and don’t believe the hype • Negative power of the internet (social networks esp Twitter and film blogs)
- 10. Essay Question • How important is marketing in influence people to watch films both at the cinema and on DVD? Harry Potter and the Deathly Hallows P1 Avatar