2. marketing in_film_industry
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2. marketing in_film_industry

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2. marketing in_film_industry 2. marketing in_film_industry Presentation Transcript

  • Objective• Understand how film producers use differenttypes of advertising to market their products• Be able to explain what above-the-line andbelow-the-line means in terms of film-makingMake a list of all the ways a film can be marketed(advertised) and place it on the chart on the boardbased on how effective you think it is.
  • EffectiveIneffective
  • THE FILM PROCESSPRODUCTION DISTRIBUTION EXHIBITIONThere are three distinct areas of the film industry.Each one of these could be viewed as a type of media institution.What would you expect to happen at each stage? View slide
  • Q2 – Overview: The Production CycleYou are expected to know what happensin each of these 4 stages of a film’s life:1. Film Production2. Film Distribution3. Film Exhibition***Film MarketingChoosegenre, director, stars, SFX, &film it!£1000 Film reels produced &sent to as many cinemas aspossibleGet film into multiplexes & TVdealsAdvertise the film as widely aspossible (Synergy?) View slide
  • Above, below or through the line?ImpersonalMass market so mass media‘Traditional’ advertisingExpensive because wideaudience (agency makemoney)PersonalTarget a specific group somore directMore subtle – you mayhardly even notice itDisguised as something elseThrough the line = mix ofboth
  • Production(making it)Distribution(showing it)Publicity (shoutingabout it)Merchandising(cashing in on itspopularity)New FilmThe ideal scenario would be...
  • ProductionHow much did the film cost to make?How much did it make at the box office?DistributionWhen and how was your film released?If released in the cinema, how long did it run?PublicityWhat were the main ways the film waspublicized?Who was the target audience for the film? Howcan you tell this?MerchandisingDid your film have any merchandisingtie-ins?(spin-offs, sequels, toys, happy mealsetc…)
  • ProductionHow much did the film cost to make?How much did it make at the box office?DistributionWhen and how was your film released?If released in the cinema, how long did it run?PublicityWhat were the main ways the film waspublicized?Who was the target audience for the film? Howcan you tell this?MerchandisingDid your film have any merchandisingtie-ins?(spin-offs, sequels, toys, happy mealsetc…)
  • Production (making it)Cost £3.5m (relatively expensive!)Box-office revenue £45mDistribution (showing it)August 2011 – January 2012 (yes, stillshowing in some small cinemas)Exceeded usual three-week runPublicity (shouting about it)Target audience = fans of show(teenagers, hence 15 certificate)But also attracted range of other fansfrom older age groups because film wasfunnyMerchandising (cashing in on itspopularity)DVD sales of the TV series increaseddramaticallySales of soundtrack on iTunesSequels?The InbetweenersMovieCase study for this... The Inbetweeners!
  • Production (making it)Budget = $11mBox-office = $775m (first film)Lucas heavily in debt when he made the filmDistribution (showing it)Queuing round the blockDominated cinemas wordwideAt one time, highest grossing film in cinemahistoryPublicity (shouting about it)Change to posters – disliked itEVERYWHEREWord-of-mouth; sheer popularityMerchandising (cashing in on its popularity)Actor deal/director deal (AG = 2% of 40% paidto GL)Sales of toys/merchandise top $8bn perannum even nowGL net worth now... $4bnStar Wars (first film, 1977)Case study for this... Star Wars!
  • Original FilmMerchandising (e.g.Products connecteddirectly to the film)Licensing (e.g. Usingcharacters from thefilm to promoteother things)SYNERGY = In media economics, synergy is the promotion and sale of a product (and allits versions) throughout the various subsidiaries of a media conglomerate, e.g. films,soundtracks or video games. Walt Disney pioneered synergistic marketing techniquesin the 1930s by granting dozens of firms the right to use his Mickey Mouse character inproducts and ads, and continued to market Disney media through licensingarrangements. These products can help advertise the film itself and thus help toincrease the films sales.
  • Skyfall (2012)How much synergy was used to make Skyfall the success it has become?TASK:Research the film Skyfall and create a presentation detailing the ways in which the filmwas marketed and licensed using synergy.You should attempt to answer the following question in your response:• Which production company financed the film?• How much did it cost to make?• How much of the film’s budget was spent on marketing?• What were the THREE main ways the film was promoted? E.g. TV spots (ads).• How much money has Skyfall made at the Box Office so far (both domestically andinternationally)?• Is Skyfall a successful film? Why? What role did synergy play in this?