CINEMA

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WHAT IS MARKETING?Marketing refers to the' selling of a movie. A movie is sold to the public in the same way as any other product e.g. a chocolate bar. Adverts will be shown on television or in magazines to tempt people to buy the product - a ticket to go and see the film. The marketing campaign for each movie can take around 6-8 months to organize and can make or break the film - if people do not know about a movie then they cannot go and see it. It also costs millions of euros -sometimes as much as the cost of the film itself!The marketing consists toɨ Selling Films

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ɨ Writing ReviewsFilms have to be sold to the general public in a certain way. Something's about the film will be more important than others. If you look at a film poster the film name and the stars will be in big letters whilst the rest of the film crew (those behind the camera) are shown in very small print at the bottom of the poster. This is because those names in big letters are the ones that will attract an audience. Is this the only reason to explain the success of a movie? Reviews of films are shown in film programmes, in magazines, on the INTERNET and in newspapers. Film critics, whose job it is to review films, will describe what a film is like and whether they think it is worth seeing. Reviews will make a difference to people. If reviewers say a film is great, then more people will go and see it. If a film is described as terrible then they may stay away!How explaining the differences between the French and the American movies , in other words how explaining the American success? And the what about the French cinema?I. GlossaryFirst, here are some relevant words and expressions which are very usefull to understand the marketing movies.Awareness what marketing seeks to create - when audiences know something about the content of a film (stars, plot premise etc) and when it is going to be releasedBuzz Positive word-of-mouthDay and Date Release a nationwide or global opening when a film opens in a large number of cinemas at the same timeDistributor buys the rights to sell a film to the cinema, video and TV markets. All blockbuster movies are made with the distribution rights pre-sold or arranged as big studios have their own distribution arm. Smaller, or independently produced movies often have to wait till they are completed before anyone will buy the distribution rightsExhibitor Cinemas - usually large chains of cinemas (eg UA in Hong Kong)Hold-over When a film plays for longer than originally intended, perhaps because of large audiences, or winning an awardJunket When selected members of the press are invited to visit the set of a movie and are invited exclusive interviews with the stars, and to write about the making of the movie. Like in Americas Sweethearts... Key art The central concept or design used in posters and print adsMerchandising The process of manufacturing, distributing, licensing and sale of T-shirts, toys, posters, key-rings etc that contain characters or designs from a moviePlatform release A limited opening at key cinemas to develop word of mouth. Once a good buzz has been achieved, the movie will open at more cinemasPlaydate Date of release of a film in a specific marketPress kit The pack given to journalists containing such things as still photos, press release, biographies of main personnel. Some press kits (particularly around Oscar time) are unusual and inventive, and contain small gifts as a not-very-subtle persusasive tactice to get the journalist to be nice about the filmPrimary Audience The main target audience of a film, those who are likely to go and see it on its opening weekend, or even start queuing up six months before it is releasedSecondary audience The audience who will only go and see a movie after they have heard about it - either from friends or from reading reviews - and have been persuaded that it is worth seeing. They will not risk it on its opening weekendTagline The one-liner summing up the story which appears on posters (Same planet. Different scum etc)Teaser Trailer A short trailer which does not give very much at all away about a film. It is designed to arouse curiosity and may appear a long time prior to the release of a movieTie-ins Promotional campaigns (Happy Meals, car tvcs - you name it) where another company gets together with the film company and they promote their products jointly Trailer A sample of the best points of a film which works to create awareness in audiences. Can be anything from 0-180 seconds longWord-of-mouth The general public attitude to a movie - what people tell each other about it. This is thought to be the most important ingredient for box office successII. Marketing A Blockbuster Movie The purpose of marketing is of course to maximise the audience for a film and to therefore maximise its earnings ie to make as much money as possible. Most blockbuster movies already have an audience. The studio has pumped millions of dollars into the movie because they already know people will go and see it - because it is based on a media text that already has an audience. This may be a previous film (eg Men In Black IIs audience will consist of many people who are fans of the first movie), or the source material (the original Men In Black movie was based on the comic book of the same name created by Lowell Cunningham and Greg Lane in 10). However, the studios need a guarantee that the film is going to be make not just a small profit, but a comfortable one, and after spending, say $100 million dollars on a movie they will usually spend around half as much again on marketing it. Thats a lot of money. Is it really necessary? III. Selling a Movie and Brand LoyaltyMost cinema tickets are one-off purchases. We dont buy a cinema ticket in the same way as we might buy a particular brand of soft drink, knowing that we will go back to this brand again and again and again (ie you have brand loyalty). We base your decision to buy a ticket on the basis of the marketing we have seen for an individual movie. We might be quite loyal to that brand while it lasts (you might buy a t-shirt, a soundtrack CD and the DVD when it¹s released), but in most cases, its a short-lived loyalty. And thats a loyalty that is very expensive to purchase. With each new movie release, a studio has to create a new brand. This is why they like sequels and franchises so much a string of movies all based around the same brand are easy to market as audiences have already had a taste of them.The Star Wars movies are perhaps the most successful example of this, with consumers demonstrating rabid brand loyalty, and the brand being associated with a whole range of merchandising, from pillowcases to happy meals. Although many fans of the first three movies had major "issues" with The Phantom Menace, they all felt compelled to see Attack of The Clones, and no matter how many "issues" they had with it, they will still all go and see whatever the third one is going to be called. They are loyal to the brand, and the marketing of the movie reflects that. Stars may also be considered brands, particularly if they are associated with only one type of movie. Audiences feel comfortable going to see a movie starring, say, The Rock, because they know that they are going to get a specific sort of action movie (lots of pro-wrestling moves, not much talking). However, stars as brands go stale after a while, as audiences tire of actors doing the same thing over and over again (think of how Arnold Schwarzeneggers career has faltered of late). People may be fans of an individual actor, and will go to see a movie because he or she is in it, but actors do not like to be restricted in their choice of scripts, otherwise they will quickly become typecast. Just consider the variety of movies that Tom Cruise or Ryan Phillipe has done in the past couple of years. Therefore the marketing of a movie is all about creating instant brand identity. A movies brand is established by signalling to consumers what it is like (another movie maybe) and where it has come from. IV. Shelf Life Films can only be marketed effectively prior to their release. Once they have been shown in cinemas, the cat is out of the bag, and word-of-mouth takes over from the marketing department in persuading audiences to go and see a particular movie. Would you go and see Scooby Doo The Movie having read the reviews? Films have a limited distribution window, and therefore a limited shelf-life. They may play in cinemas for as long as six months, sometimes only for a week. The marketing has to happen at absolutely the right time to get audiences into cinemas. A marketing campaign may build for as long as it takes to make a film, but it is over once the movie has been released. V.The Marketing Mix and MoviesWe may be familiar already with the 4 Ps of marketing, which are Product Price Placing Promotion Price aside (the price of a cinema ticket varies between movie theatres, not necessarily films), the other three are all vital elements of a film marketing campaign. It is possible to add in publicity to a film marketing campaign - this is promotion which is not the direct result of a financial deal made by the studio, although money may change hands...Product A film needs to be clearly identifiable in its marketing genre, stars, story, special effects, style all need to be presented to the audience so they can select the film on the basis of contentPlacing A film has to have the right release date Christmas for a Christmas movie etc. Its release date will also depend on what else is being released at the same time - films have to fight it out for cinema screens. It would be pointless releasing any big blockbuster movie the same weekend as MIB II simply because cinema goers would choose between it and the competition, thus halving the box office takings Promotion Promotion for films takes many forms ɨ Print advertising (posters + ads in newspapers & magazines) ɨ Trailers (screened at cinemas + on TV/radio) ɨ Internet sites ɨ Merchandising the list is endless books, t-shirts, food, soundtrack CDs, computer games, toys, cars, mobile phones - anything that can be associated with the brand of the movie VI. Marketing on the webIts very rare these days to not have a movie hit the theaters without a web site promoting it. In the last few years, web sites have increasingly become part of the marketing mix for movie companies. Many studios are finding the cost of creating these web sites is minuscule compared to the other elements of the media mix-- $100,000 for a web site vs. tens of millions or more for a real-world media campaign Furthermore, polls by Internet service providers, such as America Online are showing that there is a high correlation between Internet users and moviegoers, making web sites a targeted and cost-effective medium for creating awareness for their film properties.In the area of theatrical releases, movie web sites are not only building awareness for a movie before and during the theatrical release, but they continue to promote once the mass media advertisements have stopped running and the movies have moved on to ancillary markets. . For example, Sonys Men in Black web site (www.meninblack.com) continues to promote the 16 movie.ɨ Creating CommunitiesIn addition to generating hype, the better web sites are also enhancing the experience that visitors have with a companys media by creating on-line communities. These communities are areas where visitors can find more information, take part in interactive activities, subscribe to newsletters, and chat with other like-minded individuals, with the eventual aim of creating greater audience loyalty.ɨ Bonus Buzz and RevenuesSome of the more interesting on-line promotions have also generated additional publicity from the mainstream media. For example, the Starship Troopers web site, which allowed visitors to play multi-player games and build their own web pages. In addition to generating awareness for a companys media properties, some companies are finding that they are able to generate additional revenues from on-line ads and sales of merchandise. For example, Jim Moloshok, the senior vice-president of corporate marketing and advertising at Warner Bros. Online, has pursued a revenue-generating model for his companys web presence, and claims that the additional ad revenues are lucrative and have grown 65% over the previous year. He also adds that the revenues from the Warner Bros. Online Store has also experienced a similar rate of growth. Major core activitiesThe three major core activities that can be carried out at the typical movie web site can be categorized as1. Information provision providing product and service information, the most basic function of any web site . Community creation creating compelling content that enhances the experience of the companys products . Commerce allowing consumers to make purchases on-line

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