The document discusses marketing strategies for films. It explains that half or more of a film's budget is typically spent on advertising to build awareness and drive opening weekend sales. It also discusses the importance of brand loyalty and having a target audience for blockbuster and sequel films. Additionally, it explains that films have a limited shelf life and marketing campaigns aim to get audiences to see the film within that window. Word of mouth marketing from viewers is also a key factor in a film's success.

1. Film Marketing Strategies

2. Marketing Outline

After spending money on the film, they have to spend more on advertising. Shelf Life can affect films
massively.

If a company doesn’t sell very well on the opening day, it may not do very well.

Most blockbuster movies have a target audience on release, especially if it is a remake or reboot. (EG
Iron Man 2)

Original movies such as Inception and Avatar are a risk as they are not guaranteed to make a lot of
money.

$100 million dollars are spent on a movie, 50% or more can be spent on advertising.

3. Brand Loyalty
Most cinema tickets are one-off purchases as you wouldn’t watch the same film time after time.
While it lasts you might be loyal to the “brand” but mostly it is a short lived loyalty. With each new
release, the company has created a new “brand”. Studios like genre movies that already have
brand identity as you will be loyal to that brand. These are often formed when a sequel is released
for any film. For example, Iron Man 2 didn’t need as much advertising as the original Iron Man film
was a large success and also a magazine before.
Stars may also be considered brands as people may enjoy certain stars more than others. However
stars too have a shelf life as people may just get bored of the actor/actress.

4. Shelf Life

Films have limited distribution time so also a shelf life.

Marketing has a prime time to get the audience to go to the film and keep them coming. This is
often achieved using teaser trailers.

Campaigns begin two to three months before release.

After general release to the cinema, many people will then tell their friends, known as “word of
mouth” marketing. Therefore, making a movie is about creating instant brand identity.

5. Word Of Mouth
WOM has always been helpful for a film to achieve it’s full potential.
The internet is helping boost by being able to do this instantly using sites like FB.
BRUNO was the first film to be victim to a negative effect of WOM as many people tweeted that the
film was bad so sales went downhill.
Equally, the film can have good tweets and this will boost sales for free by building up buzz.

6. 4 P’s Of Marketing