Marketing & Distribution Flashcards
Ways major studios promote films long before release
movie trailers, official websites, behind the scenes interview and mini documentaries, cell-phone ringtones, desktop wallpapers, games, chat forums, pre-order ticket sales
Ways major studios promote films as release draws near
Press and publicity in newspapers, magazines and entertainment TV shows, press junkets (where press interviews a collection of stars and creators of a film), product tie-ins & publicity stunts (Simpsons turning 7-Elevens into Kwik-E Marts)
Problems with movie marketing
Aimed at widest audience possible, so they lack focus, and thus millions of dollars are wasted on people who would never see the movie anyway
What is a nichebuster?
Nichebuster is the alternative to the blockbuster: a smaller movie marketed heavily to a specific audience segment (say skateboarding fans or religious groups)
Demographic marketing
Alternative to selling movies according to traditional genres like action, romantic comedy, thriller, etc, Demographic Marketing markets movies to demographic segments of a population (e.g.: skateboarders or religious folks)
Why is gross box office sales so important to motion pictures?
Movies are a short-term product. Their highest earning potential is immediately after they are released, commonly making up to 40% of their money in the first weekend. Thus, positive buzz is immensely important, as it will make or break a movie’s commercial performance.
How are movies different from other products, like soap
Whereas people find a soap they like and continue to use and purchase it until a better alternative is present, moviegoers want to experience something they haven’t experienced before, not a rehash of last week’s hit
Types of Product Placement
Release: won’t have to bother getting permission to use a product.
Freebies: manufacturer of desired product can provide product for free to lower production costs.
Promotion: eg: McDonald’s agrees to have a Men in Black happy mean toy, and to spend $1 million to promote that toy. This brings added promotion to movie, and is often most alluring aspect of prod placement deals.
Cash: company can pay lump sum to have its product featured in a movie, and on top of that, a set sum to spend in promoting that product, as well.
Most common type of merchandising agreement
Studio licenses rights to manufacturer to sell spin-off products and incurs no risk. Manufacturer incurs all manufacturing & distributing expenses. Studios typically receive an advance per product and a percentage (5%-10%) of gross revenues. If movie flops and products don’t sell, the manufacturer absorbs the loss.
