Marketing to Moviegoers: A Handbook of Strategies Used by Major Studios and IndependentsMarketing to Moviegoers: A Handbook of Strategies Used by Major Studios and Independents is an essential guide to film marketing. As digital technology makes it easier to produce films, the volume of films continues to grow, making it more and more difficult to ensure that each individual film has an audience. This book describes how major studios and independent distributors develop a targeted marketing plan--including creating advertising materials, buying advertising for multimedia campaigns, mounting integrated publicity campaigns, and conducting consumer research--for each film that will inspire confidence in and generate excitement among investors and distributors and enable the film to be seen by the public. Marketing to Moviegoers offers clarity and insight into the complicated movie marketing process and provides practical solutions that filmmakers can apply to their own films and strategies that film marketing executives can adopt. The use of real-world information, such as examples of and data from movie advertising campaigns of varying sizes and budgets, including independents, and interviews with well-known film industry executives provide a complete understanding of the theory and actual practice of the movie marketing process. Marketing to Moviegoers will be an invaluable resource for film marketing executives, Hollywood executives who need to understand theatrical distribution, consumer product marketers that participate in tie-ins with movies, aspiring filmmakers, and students who want to learn about the process from a practical point of view. |
Contents
Chapter 1 Creative Strategy | 1 |
Chapter 2 Market Research | 25 |
Chapter 3 Paid Media Advertising | 55 |
Chapter 4 Promotional TieInsProduct Placement | 81 |
Chapter 5 Merchandising | 107 |
Chapter 6 Publicity | 131 |
Chapter 7 Distribution to Theaters | 159 |
Chapter 8 Exhibition | 189 |
Chapter 9 Major Studios | 213 |
Chapter 10 Independent Distributors | 227 |
Chapter 11 Foreign Language Films | 255 |
Chapter 12 Prints Advertising Funds | 271 |
Glossary | 277 |
287 | |
289 | |
Other editions - View all
Marketing to Moviegoers: A Handbook of Strategies and Tactics Robert Marich No preview available - 2009 |
Common terms and phrases
according actors advertising America audience average Best blockbuster box office brand broadcast buying cable campaign Century cinema City Classics comedy companies consumer cost cover create creative deal Disney distribution dollars domestic drama early example executives exhibitors expenses Figure Film film distributors film’s first foreign given grossed Hollywood independent indie industry Internet language late later less licensing Line major studios marketing materials merchandising million Miramax movie moviegoers newspapers Note opening original Oscar Paramount Pictures placement play premiere presented programs promotion publicity radio received release screens shows Sony Source spending Star story talent television tend theaters theatrical theatrical release ticket tie-in trailers typically United usually Warner Bros weeks York youth