Movie marketing


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Presentation that outlines the basic idea of film marketting

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  • Wow! Great data about where people actually spend their budget when it comes to movie advertising. Great slides :)
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Movie marketing

  1. 1. Movie MarketingThe Art and Science of convincing you to ‘buy’ movies.
  2. 2. A Few Interesting Facts• Hollywood movies grossed $26.7 b in 2007 (more than any other form of entertainment)• Very few movies actually make a profit and the conglomerates rely on only a few films to generate profit for the company.• Average marketing budget was $35.9 m in 2007
  3. 3. What techniques can be used to market a film?
  4. 4. The Basics• Every major Hollywood studio/distribution has an internal department for promotion and the resources to promote (TV, Magazines, Radio)• The marketing campaign will be cohesive across all media platforms• Most common forms are teaser trailers, trailers, Adverts in News papers and Magazines, Television spots, Radio promo, internet (official websites, viral sites, social networking) and billboards
  5. 5. The Basics• In recent years the general tactic has been to ‘go big’• The movie business is cyclical and seasonal – Summer – Christmas – Long holiday weekends (USA)• In recent years the general tactic has been to ‘go big’
  6. 6. How do they measure success?• Gross box office sales from the first weekend – Direct reflection of the buzz/excitement generated – 40% of gross profit can happen in this time – Can mean that even a ‘stink’ film will make a small profit (before word spreads0 – Hulk (dir Ang Lee made 47% of its profit in the first week, 69% less in the second week) Avatar Harry Potter The King’s Speech
  7. 7. Where is the money spent?• Newspapers: 10.1%• Network TV: 21.6%• Spot TV (individual stations) 13.9%• Internet: 4.4%• Theatrical Trailers: 4.2%• Other media (cable TV, radio, mags, billboards):24%• Other non media (market research, promotion/publicity, creative services): 21.8%
  8. 8. The Traditional Campaign• Teaser Trailer – very little info but ‘cool’ looking• Theatrical Trailer – done by specialist production houses• Official Website (with the Trailer), builds as release date gets closes and is only the start of the internet campaign• Press Junket• A few weeks before release - Publicity Blitz (esp internet)• Product tie-ins and corporate partnerships (Happy Meal)• Publicity Stunt (The Dark Knight, The Simpsons Movie)
  9. 9. Marketing Problems• Over done so need to be creative• Can make the film even more costly (but they are already really costly)• Big Budget movies have the widest target audience which means that the campaign could lack focus)• Nichebuster – smaller movies marketed heavily to a highly specific target audience• Moviegoers are more media savvy and don’t believe the hype• Negative power of the internet (social networks esp Twitter and film blogs)
  10. 10. Essay Question• How important is marketing in influence people to watch films both at the cinema and on DVD? Harry Potter and the Deathly Hallows P1 Avatar