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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.

Published in: Business, News & Politics
  • 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
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Movie Marketing and its Madness

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