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Movie marketing
The document discusses various techniques used to market films, including traditional above-the-line advertising methods like trailers, websites, and tie-ins as well as below-the-line publicity methods. It notes that the goal is to create a cohesive marketing campaign across different media platforms to build buzz leading up to a film's release. Successful marketing is crucial as most films do not break even from cinema revenue alone and require strong word-of-mouth to drive DVD sales. The document also outlines how marketers measure success and where marketing budgets are typically allocated.
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Movie marketing
- 1. Movie Marketing The Artand Science of convincing you to ‘buy’ movies.
- 2. What techniques canbe used to market a film? On the post it notes write down different techniques that can be used to market a film. Write ONE idea per post it note
- 3.
- 4. The Basics • Everymajor 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 • Inrecent 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. 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)
- 7. Above, below orthrough the line marketing techniques? Impersonal Mass market so mass media ‘Traditional’ advertising Expensive because wide audience (agency make money) Personal Target a specific group so more direct More subtle – you may hardly even notice it Disguised as something else (look at Spectra at the moment) Through the line = mix of both
- 8. Above-the-line costs • Theseare for advertising • The distributor would pay a certain amount of money to buy advertising space. • On TV, Radio, Magazines, Newspapers, online • They know what they are getting for their money.
- 9. Below-the-line costs • Publicityand promotions are below the line costs. • Publicity includes bringing US stars across, in hope of getting good coverage from the media. • Its not guaranteed though and it’s a risk. • Promotions are set up with another company, called a tie in.
- 10. • This isthe most important decision made by a distributor • It is the decision of how and when a film should be released • If a film is released at a slow period or against intense competition, this will cause financial disaster
- 11. • Films rarelybreak even just from cinema release • The success of a cinema release will rely on word-of-mouth to secure DVD sales • Distributors will use target audience statistics and test screenings to do this
- 12. • Film reviewsnow appear anywhere in media;TV, Magazines, Newspapers, Radio • They can let certain audiences know what a film is about, who is in it, whether they think it will be an Award winner • What are some of the common review sites used? Do you use reviews?Why/ Why not? How could reviews be manipulated?
- 13. • Films thathave a higher advertising budget will have teaser trailers as well as full-length trailers (how many has StarWars had….) • Trailers are given a classification, this may be different to the actual film • They must include; the genre, the narrative, the star (if it is star driven) and a USP
- 14. • The internetallows for a ‘buzz’ to be created before pre-release promotion • This can be positive or negative ‘buzz’ • Some films have websites dedicated to it, either production made or fan-made • These can also be real or fake
- 16. • This appliesmostly to Big-Budget films • This could be a display in a high street shop, tie in with fast food, (McDonald’s being the best example) competitions and events.
- 17. • Merchandise thatis connected with a film is where real profit is made • This allows companies to use the images and logos of the film in their own promotion • StarWars is the most famous for this • Our Case Studies – Marvel (Disney/ Amazon) – Harry Potter (Amazon/ Harry Potter Shop) – Kings Speech/ Imitation Game (Competitions) – The Goob/ Precious DVD only
- 18. • These area carefully organised tool for distributors • They help generate publicity through newspapers,TV/Radio, and magazines • It is the official launch of a film, the distributor has to make sure it gets the right attention • The Goob • Age of Ultron • Harry Potter • Precious • The Kings Speech • The ImitationGame
- 19. • They havea dual function • They are competitions that can gain the film awards as well as publicity • It is also where distributors can battle over gaining the rights for a film that has just been produced
- 20. • Highest profilefestivals: • Cannes • Sundance • Berlin • Toronto • Venice
- 21. • Potential blockbustershave a ‘teaser’ poster campaign as well a main poster campaign • Posters are full of generic elements to do with the film • The USP is an element that appears different or special to certain audiences
- 22. How do theymeasure 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 spreads) – Hulk (dir Ang Lee made 47% of its profit in the first week, 69% less in the second week)
- 23. Where is themoney 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%
- 24. Marketing Problems • Overdone so need to be creative • Can make the film even more costly- can be equal to 50% of budget • 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)
- 25. Essay Questions • Howimportant is marketing in influence people to watch films both at the cinema and on DVD? • How important are film reviews in determining whether or not people choose to see a film? • What are some of the ways in which audiences today benefit from the online marketing and distribution of films on DVD? • How important is marketing in influence people to watch Hollywood films both at the cinema and on DVD? • How are billboard posters and poster-style advertisements in newspapers and magazines used to create audiences for films? • Compare the different factors that contribute to the box office success or failure of a film • The internet is of equal benefit to producers and audiences' How far do you agree?
- 26. Research Assignment • Ageof Ultron • Harry Potter • The Imitation Game and The Goob. • In teams you are going to produce a digital presentation that summarises the marketing campaign of your case study film. • Digital format can be Prezi, Emaze, ppt (loaded to Slideshare), powtoon, infographic etc