Movie Marketing and its Madness OR: “Yes, the trailers are often better than the movies. We know. Thank you. Now move along.

Who is this guy?

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

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

Moviemarketingmadness.com

Moviemarketingmadness.com

Questions for the class Who has seen a movie lately? Why? What made you choose that movie?

Who has seen a movie lately?

Why?

What made you choose that movie?

What is movie marketing? Posters Trailers Websites TV spots Print ads Online ads Cross promotions

Posters

Trailers

Websites

TV spots

Print ads

Online ads

Cross promotions

What does movie marketing try to do?

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.

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.

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

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

A movie is a brand experience – not just a product It should present a unified vision and purpose

A movie is a brand experience – not just a product Like other brands, the user experience begins with a search engine

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%

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%

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

Talk to the online community

Let them talk about you – they’re going to anyway

Target your niche – that’s where the power lies

Changing marketing and distribution – breaking the release window

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?

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?

Not changing marketing and distribution makes me…