Marketing methods that could be used by a film distribution company

1. Marketing methods
Georgia Jones

3. Online
• “Online advertising, also called online marketing
or Internet advertising, is a form of marketing and
advertising which uses the Internet to deliver
promotional marketing messages to consumers.”
Can be used by film distribution company by posting
trailers online using YouTube, use trailers as adverts for
web pages and web banners.

4. Online
Advantages of online marketing include:
• Relatively low cost
• Personalisation- tailor advertisements towards target market
• Growing number of users- large potential audience
• Relationship between consumer and business- send follow-up emails
Disadvantages of online marketing include:
• Easy for consumers to ignore adverts
• Advertisement prices may be expensive
• Too many options of websites to choose from
• Issues of viewing may arise- website may be down for periods of time.

5. Print Media
• “Print media refers to paper publications circulated
in the form of physical editions of books, magazines,
journals and newsletters.”
A distribution company can use print media by
producing film posters as a form of promotion in
magazines, newspapers and billboards. Additionally, a
distribution company may approach a magazine in
order to produce a magazine front cover for an issue of
their magazine.

6. Print Media
Advantages of print media include:
• Magazines are often popular amongst consumers- target potential
audience
• Spread awareness across geographical area
• Manage your own budget and expenses whilst planning your
advertisement
Disadvantages of print media include:
• Costly if used for global audience
• Requires a lot of planning- time consuming
• Advertisement may get lost amongst other adverts

7. Posters
• “A large, usually printed placard, bill, or
announcement, often illustrated, that is posted to
advertise or publicize something.”
Posters can be used by distribution companies as
billboards, adverts for print media e.g. magazine and
newspapers. As well as posters for cinema advertising.

8. Posters
Advantages of posters include:
• Relatively low cost
• High response rate- visually simulating
• Can be located in a strategic geographical area
• Highly visible.
Disadvantages of posters include:
• Limited amount of texts- must use keywords to attract audience
• May not be as appealing as video promotion
• Must ensure that posters grab attention- or could be a waste of resources
and time.

9. Apps
• “A self-contained program or piece of software
designed to fulfil a particular purpose; an
application, especially as downloaded by a user to a
mobile device.”
A distribution company may develop an app to
accompany the release of a new film. Additionally, they
may choose to advertise their film on an app that is
related to the film.

10. Apps
Advantages of apps include:
• Most people use smartphones- exposing to large potential
market
• Captive audience
• Fraction of the cost in comparison to TV adverts
Disadvantages of apps include:
• Limited display- advert must be impactful even on small
screens
• Users may use third party blocking software (AdBlock)
• Advert may not be supported by all devices

11. Social Media
• “Social media marketing (SMM) is a form of
Internet marketing that utilizes social networking websites as
a marketing tool. The goal of SMM is to produce content that
users will share with their social network to help a company
increase brand exposure and broaden customer reach.”
Distribution companies may use social media platforms to
promote the release of the trailer by posting behind the scenes
images/videos, trailers, posters and other exclusive content to
encourage their audience to share the content with their friends
and other followers.

12. Social Media
Advantages of social media marketing:
• Easily distributed to a wide potential audience
• Low cost
• Encourages viewers to share content
• Popular amongst younger demographic
Disadvantages of social media marketing:
• Content must be regularly distributed- time consuming
• Not completely free
• Dynamic industry- must be able to adapt to changes of social
networks
• Only visible for short time before its replaced by newer posts

13. Publicity
• “The giving out of information about a product,
person, or company for advertising or
promotional purposes.” or “Notice or attention
given to someone or something by the media.
Publicity can be used by distribution companies to
promote the release of their film. These events
include film premieres, special screenings and
interviews with the stars.

14. Publicity
Advantages of publicity include:
• Exposure- leading to word of mouth
• Granted by external sources- low costs
• Reduction of bias if recommended by external source
• Credible and trusting way of promotion
Disadvantages of publicity include:
• Distribution may not have control
• Could damage image of the film
• If unsuccessful could lead to loss of sales

15. Sponsorships/partnerships
• “Financial support received from a sponsor.” or “A
strategic partnership is a formal alliance between two
commercial enterprises”
A distribution company may sponsor an event such as a
sports event or an awards ceremony in order to raise
awareness of the release of a film- similarly to publicity.
Additionally, they may form a partnership between
themselves and another high-profile business, such as
McDonalds, again, to raise awareness of a film release
and to expose the release to their potential target
audience

16. Sponsorships/Partnerships
Advantages of sponsorships/partnerships:
• High chance of exposing the product to a wide audience
• Benefit both parties, as a partnership could lead to
increased sales
• Cost effective- more effective than mainstream methods
Disadvantages of sponsorships/partnerships:
• Relatively high cost
• Negative image association- if other business gives out
negative messages
• Lack of control- media coverage/attendance are
uncontrollable for distributor