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Movie Marketing and its Madness
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Movie Marketing and its Madness

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The presentation on movie marketing I put together for a Central Illinois advertising trade group.

The presentation on movie marketing I put together for a Central Illinois advertising trade group.

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  • Movie marketing is being mad these days. We are hearing very strange news realy about movie sector. There are some more news about movie marketing on http://www.moviecern.com
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  • 1. Movie Marketing and its Madness OR: “Yes, the trailers are often better than the movies. We know. Thank you. Now move along.
  • 2. Who is this guy?
  • 3. No, seriously, who is this guy?
    • Studied PR at Illinois State University
    • Started writing MMM column in 2004
    • Created the blog in 2005
      • MovieMarketingMadness.com
        • 100 – 150 daily visitors
        • 250 RSS subscribers
    • New Media Specialist at MWW Group
      • Web 2.0 buzzword specialist
  • 4. Moviemarketingmadness.com
  • 5. Moviemarketingmadness.com
  • 6. Questions for the class
    • Who has seen a movie lately?
    • Why?
    • What made you choose that movie?
  • 7. What is movie marketing?
    • Posters
    • Trailers
    • Websites
    • TV spots
    • Print ads
    • Online ads
    • Cross promotions
  • 8. What does movie marketing try to do?
  • 9. What does movie marketing try to do?
    • Buy this movie!
      • This movie is attractive to you!
      • You’ll be a better person!
      • Friends will like you more!
      • This movie is familiar to you, but different!
      • It will make you cry, make you laugh, bring you to the edge of your seat, grip your emotions and do everything else you want it to do.
  • 10. What does movie marketing try to do?
    • The campaign itself tells a story
      • Unique among consumer brands
        • Primarily the trailer but other assets as well
      • The way to make the story the movie as a whole attractive is to present a condensed version of the movie
  • 11. A movie is a brand experience – not just a product It should present a unified vision and purpose
  • 12.  
  • 13.  
  • 14. A movie is a brand experience – not just a product Like other brands, the user experience begins with a search engine
  • 15.  
  • 16. The brand experience begins online
    • ClickZ 9/22/06:
      • First awareness comes from TV, trailers and word-of-mouth
      • 1/3 of “moviegoing infoseekers” research movie online before deciding to see it
      • Studios spent just 2.6% of their marketing budgets online – that’s now 3.7%
  • 17. Using new media for movie marketing
    • Talk to the online community
    • Let them talk about you – they’re going to anyway
    • Target your niche – that’s where the power lies
  • 18. Changing marketing and distribution – breaking the release window
  • 19. Changing marketing and distribution
    • Questions I need answers to:
      • Why are you spending all your marketing money on one weekend when not everyone can see it then?
      • Why are you sticking to the theatrical/DVD schedule when running two campaigns costs you more money?
  • 20. Not changing marketing and distribution makes me…