Starter:
On the handout provided, indicate the information for each of the three texts.
Film posters are an important part of marketing, all movie posters have the same purpose - to get audiences to go see a movie - as media students you should ask; what persuasive techniques are used by the poster? How have the visual/technical codes been used?
Exam question:
Discuss the marketing strategies used by your selected industry.
Refer to your three main texts. [30]
Candidates should be discussing a range of different marketing strategies and use examples to illustrate their ideas. Generic points (for example, marketed on Facebook) need actual examples to demonstrate knowledge of the campaigns.
More specific points which may be referred to might include:
Integrated approaches across different media platforms
Scope and content of the campaigns
Use of teasers; word of mouth; viral marketing
Use of market research
Links to different audience groups
Trailers
posters
pre-released press packs
websites
reviews
articles
viral campaigns
social networking sites
star appeal
merchandise
Discuss the marketing strategies used by your selected industry.
Marketing is essential for every media industry. It keeps the product in the public eye and encourages audiences to talk about the product or text. Without audiences there would not be Media.
One of the main reasons movies are so successful is that they're sold to us so effectively. Movie marketing is the art and science of convincing consumers to buy movie tickets. At a time when illegal downloading of films is a concern for the industry, selling the cinema experience is more important than ever.
It was crucial that my three texts; Whiplash, The Theory of Everything and Jurassic World were effectively marketed using different strategies across different media platforms.
Although the movie industry takes in billions of dollars a year, very few Hollywood movies actually make a profit. That's because it costs a tremendous amount to make a major studio movie. The average production budget of a major studio movie reached $70.8 million in 2007. But to sell that movie to the public, studios spent another $35.9 on marketing for a total budget of $106.6 million per picture . Hollywood relies on a few runaway hits each season to make up for the majority of films that fail to break even.
The uncertainty of the movie business makes the job of the movie marketer even more important. Whether a movie is Oscar worthy or downright lousy, the movie marketer has to figure out a way to fill those seats at the multiplex.
Movie marketing is also known as movie advertising and movie promotion. Every major Hollywood studio and movie distribution company has an internal department devoted to promotion. The promotions department is responsible for designing and implementing an effective, cohesive advertising campaign across several different media platforms, including theatrical movie trailers, newspapers, magazines, television, radio, the Internet and billboards.
The movie business is cyclical and seasonal by nature . Major studio releases are clustered during the summer, Christmas and long holiday weekends like Thanksgiving, Memorial Day and Labor Day. With so many high profile movies fighting for the same audience, movie marketers need to figure out how to make their films stand out from the pack.
In recent years, the general tactic has been to "go big." For expensive, blockbuster movies, the marketing campaign alone can cost as much as half of the total production budget [source: Vogel]. So if a film costs $80 million to make, the distributor might spend $40 million on advertising and promotion.
The hope, of course, is that all of this marketing money will pay off in ticket sales. One of the most important indicators of the success of a movie marketing campaign is the gross box office sales from the first weekend of a movie's release. Opening weekend sales are a direct reflection of how much buzz and excitement has been generated by the promotional campaign.
The Opening weekend sales for my three movies were
Every movie is different and the promotions department must figure out what type of campaign will be the most effective at reaching the target audience. This requires researching the tastes and media-consuming trends of the target audience. Based on this research, the movie marketers decide how much of their budget to spend on each different media outlet.
Trailers
posters
pre-released press packs
websites
reviews
articles
viral campaigns
social networking sites
star appeal
merchandise
The theatrical trailer is often the first chance to promote a movie to its target audience. Starting up to a year before the release of a major studio movie, distributors run movie trailers that are meticulously edited and audience-tested. The idea is to give moviegoers a taste of the laughs, special effects and plot twists of the studio's upcoming releases, while leaving them wanting more. It's an art form that's usually handled by special trailer production houses.
The Theatrical trailers for my three movies included
As the release date of the film draws closer, movie marketers try to get early favorable press coverage in newspapers, magazines and on entertainment TV shows. The main movie publicity tactic is something called a press junket. At a press junket, journalists, entertainment reporters and movie critics are flown out to a special location for a day or weekend of interviews with the stars and creators of the film. The actors, directors and screenwriters sit in separate rooms and the reporters are brought in one by one to ask their questions.
If you've ever seen a TV interview with an actor sitting in front of a poster of their movie, that's from a press junket.
Weeks before the movie opens nationwide, the promotions department starts an all-out publicity blitz. The idea is to bombard the public with so many images and promos for the movie that it becomes a "can't miss" event. Movie marketers will plaster the sides of buses with huge ads, place billboards all around the city, run tons of teaser trailers on TV, place full-page ads in major newspapers and magazines, and the movie's stars will show up on all of the major talk shows.
This is another reason why the Internet is proving to be a powerful marketing tool. If studios play their cards right, they can capitalize on social networks, viral video sites and other online communities to sell their movies for them. The Net Generation moviegoer is much more likely to trust his chat buddy's opinion than some talking head on Television.
On the handout provided, indicate the information for each of the three texts.
Film posters are an important part of marketing, all movie posters have the same purpose - to get audiences to go see a movie - as media students you should ask; what persuasive techniques are used by the poster? How have the visual/technical codes been used?
• It must be eye catching and captivating to the audience
• There must be a focal picture that will draw in the audiences eye
• The title is displayed in a large, eye-catching font• It clearly defines the film’s genre
• The poster should be designed to attract the largest audience possible
• There is usually an indication of when the film is being released – either a date or ‘Coming Soon’, although they are sometimes less specific, for example they might say ‘In Cinemas This Summer’
• Information on the Directors and Production Company is often displayed in a billing block at the bottom of the poster• There could be reviews or titles of other films that the company has made
Exam question:
Discuss the marketing strategies used by your selected industry.
Refer to your three main texts. [30]
Candidates should be discussing a range of different marketing strategies and use examples to illustrate their ideas. Generic points (for example, marketed on Facebook) need actual examples to demonstrate knowledge of the campaigns.
More specific points which may be referred to might include:
Integrated approaches across different media platforms
Scope and content of the campaigns
Use of teasers; word of mouth; viral marketing
Use of market research
Links to different audience groups
Trailers
posters
pre-released press packs
websites
reviews
articles
viral campaigns
social networking sites
star appeal
merchandise
Discuss the marketing strategies used by your selected industry.
Marketing is essential for every media industry. It keeps the product in the public eye and encourages audiences to talk about the product or text. Without audiences there would not be Media.
One of the main reasons movies are so successful is that they're sold to us so effectively. Movie marketing is the art and science of convincing consumers to buy movie tickets. At a time when illegal downloading of films is a concern for the industry, selling the cinema experience is more important than ever.
It was crucial that my three texts; Whiplash, The Theory of Everything and Jurassic World were effectively marketed using different strategies across different media platforms.
Although the movie industry takes in billions of dollars a year, very few Hollywood movies actually make a profit. That's because it costs a tremendous amount to make a major studio movie. The average production budget of a major studio movie reached $70.8 million in 2007. But to sell that movie to the public, studios spent another $35.9 on marketing for a total budget of $106.6 million per picture . Hollywood relies on a few runaway hits each season to make up for the majority of films that fail to break even.
The uncertainty of the movie business makes the job of the movie marketer even more important. Whether a movie is Oscar worthy or downright lousy, the movie marketer has to figure out a way to fill those seats at the multiplex.
Movie marketing is also known as movie advertising and movie promotion. Every major Hollywood studio and movie distribution company has an internal department devoted to promotion. The promotions department is responsible for designing and implementing an effective, cohesive advertising campaign across several different media platforms, including theatrical movie trailers, newspapers, magazines, television, radio, the Internet and billboards.
The movie business is cyclical and seasonal by nature . Major studio releases are clustered during the summer, Christmas and long holiday weekends like Thanksgiving, Memorial Day and Labor Day. With so many high profile movies fighting for the same audience, movie marketers need to figure out how to make their films stand out from the pack.
In recent years, the general tactic has been to "go big." For expensive, blockbuster movies, the marketing campaign alone can cost as much as half of the total production budget [source: Vogel]. So if a film costs $80 million to make, the distributor might spend $40 million on advertising and promotion.
The hope, of course, is that all of this marketing money will pay off in ticket sales. One of the most important indicators of the success of a movie marketing campaign is the gross box office sales from the first weekend of a movie's release. Opening weekend sales are a direct reflection of how much buzz and excitement has been generated by the promotional campaign.
The Opening weekend sales for my three movies were
- Whiplash,
- The Theory of Everything
- Jurassic World
Every movie is different and the promotions department must figure out what type of campaign will be the most effective at reaching the target audience. This requires researching the tastes and media-consuming trends of the target audience. Based on this research, the movie marketers decide how much of their budget to spend on each different media outlet.
Trailers
posters
pre-released press packs
websites
reviews
articles
viral campaigns
social networking sites
star appeal
merchandise
The theatrical trailer is often the first chance to promote a movie to its target audience. Starting up to a year before the release of a major studio movie, distributors run movie trailers that are meticulously edited and audience-tested. The idea is to give moviegoers a taste of the laughs, special effects and plot twists of the studio's upcoming releases, while leaving them wanting more. It's an art form that's usually handled by special trailer production houses.
The Theatrical trailers for my three movies included
- Whiplash,
- The Theory of Everything
- Jurassic World
As the release date of the film draws closer, movie marketers try to get early favorable press coverage in newspapers, magazines and on entertainment TV shows. The main movie publicity tactic is something called a press junket. At a press junket, journalists, entertainment reporters and movie critics are flown out to a special location for a day or weekend of interviews with the stars and creators of the film. The actors, directors and screenwriters sit in separate rooms and the reporters are brought in one by one to ask their questions.
If you've ever seen a TV interview with an actor sitting in front of a poster of their movie, that's from a press junket.
Weeks before the movie opens nationwide, the promotions department starts an all-out publicity blitz. The idea is to bombard the public with so many images and promos for the movie that it becomes a "can't miss" event. Movie marketers will plaster the sides of buses with huge ads, place billboards all around the city, run tons of teaser trailers on TV, place full-page ads in major newspapers and magazines, and the movie's stars will show up on all of the major talk shows.
The Internet is proving to be a prime spot for these publicity blitzes. Promoters can place rich, interactive ads on the Web sites most trafficked by their target audience. They can also release behind-the-scenes clips, bloopers and other viral videos on video-sharing sites like YouTube. Or they can release different media clips and let the fans create their own trailers.
Another popular strategy is to use highly visible product tie-ins and corporate partnerships. In the weeks leading up to the release of "How the Grinch Stole Christmas," images of the green Grinch appeared on packages of Oreos, boxes of Froot Loops and cans of Sprite. Even the United States Postal Service got into the act, stamping letters with special "Happy Who-lidays!" messages . For marketing children's movies, the Holy Grail is getting promotional goodies in McDonald's Happy Meals.
Moviemaking is an inherently risky business. Movie marketers try to alleviate some of that risk by heavily promoting expensive films. Unfortunately, in the process, they make the films even more expensive by adding on a huge marketing budget. There's always a chance that the marketing campaign will stink just as bad as the movie, and suddenly the studio has thrown away twice the amount of money. For example, Oliver Stone's epic "Alexander" cost $155 million to make and $60 million to market domestically and only took in $167 million worldwide
The problem is that most big-budget movies are marketed to the widest audience possible. Ads are placed on every TV network and stuck in every newspaper and magazine. There's no focus. Chances are that with every blockbuster movie marketing campaign, millions of dollars are lost on people who would never see the movie, no matter how good it is.
One solution is the idea of the nichebuster, a smaller movie marketed heavily to a highly specific audience. This is called demographic marketing rather than selling movies according to traditional genres like action, romantic comedy, thriller, etc
The target audeinces for my three movies were
- Whiplash,
- The Theory of Everything
- Jurassic World
This is another reason why the Internet is proving to be a powerful marketing tool. If studios play their cards right, they can capitalize on social networks, viral video sites and other online communities to sell their movies for them. The Net Generation moviegoer is much more likely to trust his chat buddy's opinion than some talking head on Television.
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