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Movie Marketing > Midterm > Flashcards

Midterm Flashcards

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1
Q

What are the two ways to distribute a movie?

A

Movie Theatre or Streaming

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2
Q

What is non-traditional distributing?

A

Releasing movie and maybe going into streaming or not

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3
Q

How do we get the movie to the public

A

We market the movie. Create awareness to let people know the movie exists. Interest, show people why the should see the movie.

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4
Q

What are ancillaries

A

Where movies make their movie. Most movies lose money in the theatrical stage given the most expensive part of a film is the actor’s salary

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5
Q

What is licensing

A

Putting movie items into books, toys, props, merchandise, etc.

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6
Q

What are the major studios

A

Universal, Walt Disney, Paramount, 20th century studios, and warner bros

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7
Q

What is a mini major?

A

It is not a major studio nor an independent. It does not do distribution.

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8
Q

What are independent studios?

A

Not affiliated with anybody. Sign a deal with streaming partner and deal is dependent many times on how well it performs in box office

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9
Q

Percentage of box office by studio type

A

Major = 82%
Independent = 11%
Mini Majors = 7%

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10
Q

What is Frequency?

A

The number of times your spot has showed up.

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11
Q

Describe Rom Coms

A

Expensive because you need top talent and they do not make a lot of money.
Internationally they do not translate well

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12
Q

What is a fast burner?

A

Only watched in first weekend or so

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13
Q

What is a slow burner?

A

Are seen across many weekends

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14
Q

What are cores

A

Transcend age and gender. Example : Is it Christian

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15
Q

What is the message of a movie?

A

What are you going to tell about the movie. What genre is the movie

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16
Q

Message and Media Planning

A

where are you going to deliver your message

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17
Q

Three ways to position your movie

A

IP/genre sell, word of mouth sell, and concept/story sell

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18
Q

What is word of mouth sell?

A

Marketing sucks compared against the movies. Use the movie to sell movie

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19
Q

What is IP/genre sell?

A

Using a brand that already exists and sell it that way. Selling the genre

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20
Q

What is concept/story sell?

A

Using the story of the movie to sell the movie. Why you should believe in the project. Purge is an example of it.

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21
Q

What is the most effective way to sell film

A

Teasers and trailers

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22
Q

Where are trailers most sold

A

Superbowl and in the movie theatre

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23
Q

What is paid media

A

any ad that money is paid for

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24
Q

What is an example of paid media?

A

Billboard, ad, etc. A promoted tweet is media supported.

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25
Ways movie can be marketed?
paid media, publicity/promotion such as an editorial piece, outline outreach, teasers/trailers/teaser-trailers
26
What is purpose of trailer/tease?
It is designed to excite audience about movie. Get the audience to know what the genre is about, what IP is about. Teaser for example would be that there is a new avengers movie.
27
What is the theatrical multiple?
Ratio of final gross/ opening weekend gross
28
Horror Movie Multiple
Spoiler factor, need to see before others. Movies have built in fan bases. Have young movie goers that go in the weekend in the release. Bad movies in general
29
Christmas Movie multiple
Christmas day whole movie going day.
30
What does analysis of movie box office only work in?
Wide released movies
31
What movies typically have second week success?
Family movies. Things get in the way to get to see movie. It has no built in IP so no overabundance of fans
32
What is typical dropoff for movie
Between 45% to 55%
33
What is the typical multiple
2.9
34
What are the four key decisions that movie multiple dictates
Selecting a release date, timing of marketing spend, plan streaming date, Cash Flow
35
Release date and multiple decision
If small multiple, you do not care what happens the next weekend. If high multiple, you care for weekends after
36
Timing of Marketing Spend and multiple decision
High multiple = media needs to support ads before and after release Low multiple = media needs to support ads before and not worry about after
37
Plan streaming date and multiple decision
If the movie is low multiple, put on streaming soon. High multiple such as Disney animated movies, go much later in streaming as they have stronger last in the market
38
Cash flow and multiple decision
Low multiple you get your money quicker. High multiple, it takes longer to get cash. Matters more when making small movies.
39
What is Product Selection?
How do we select a movie that we are going to release, where, how, what are we considering when releasing
40
Which region is largest internationally?
China. Previously it was Japan.
41
How do dramas perform overseas?
Dramas tend not to perform well overseas and do most money domestically because of cultural elements and language barrier.
42
What do international territories do to protect their movies?
They try to close down foreign movies for their own domestic movies. Government in China has a movie schedule where American movies can release
43
What is market sizing
How much we think movie is going to gross
44
What does our market size tell us in terms of marketing?
How much I should spend
45
What is a rental
Movie theaters playing your movie
46
What are settlements?
Percentage that you are paying, always negotiated after the fact
47
What is a sliding scale
Distributor would take 75% weekend 1. Exhibitor started getting more money as the weeks pass by. 50s there were no things such as ancillaries. Studios gave incentive to put movie in order to play the movie by giving the exhibitor more money in the future
48
What is the aggregate model
Does not matter how much money the movie grosses, this is how much I am making
49
What is considered wide release
Releasing to 600-2000 theaters. Usually more niche films were they are known, less markets
50
What is saturation and super saturation?
saturation = 3000+; super saturation = 4000+; Usually franchise movies do this
51
When are films typically distributed
In July and in December
52
What are the major circuits?
They are the biggest exhibitors which is AMC, Regal, etc.
53
What is free market in terms of circuits?
There is lots of competition, no monopoly, there are multiple circuits in this location. Beneficial to the studio
54
What is a controlled market?
A market with not many circuits which gives them an advantage over the studio
55
What is RTB
Reason to Believe. The story is the most compelling aspect of the film
56
What is demographics
Age, gender, set of characteristics shared by an audience
57
what is Impressions
Any interaction you have with advertisement. Does not require full attention. Broadest Measurement.
58
What is engagement?
Number of people who actually interacted with the ad. Liking, sharing, commenting on a post
59
What is uniques
number of individual customers that were exposed to an ad
60
What is a rating point (gross/target)
Percentage of Population, one % of population. Gross means entire universe. Target means what you care about.
61
What is cost per point
how much does it cost to reach 1% of the population. It is a measure of efficiency
62
What is CPM
Cost per mille, cost per thousand. Measure of efficiency
63
What is DMA
Designated Market Area, geographic terms 210 areas and biggest DMA is NYC. It is area were local tv has dominance
64
What is Frequency
Average amount of times audience is exposed to your advertisement
65
What is Effective Frequency
Number of times u need to be exposed before you have a response. Response = awareness of movie
66
What is Reach (effective
Percentage of audience that has been exposed to media. (effective means percentage of your audience exposed at expected frequency threshold)
67
What is 3+ Reach?
% exposed to 3 or more times
68
What is Linear Media
Watchcing in a linear way
69
What is fixed time vs rotation
Rotation means to put the ad anytime in the game, do not care where i am put. Fixed means a certain slot of time were i put the ad
70
What is share
Share is the number of viewers/population watching. Percentage of those who had their tv on that night.
71
What is reaching frequency?
Percentage of audiences exposed to advertising message (unduplicated). Number of times audiences get exposed to advertising message
72
Release strategy for majors and independents
Independents need to wait for majors to release as majors have advantage. On the other hand, majors tend to be safe in strategy while independents take risks in order to make money at ancillaries
73
What are current marketing trends?
Costs have increased. Social media is very segmented, need to cover more spaces. One or two movies make up much of the gross box office. More scary movies are made since they are cheaper More action/adventure movies
74
What is market research? What are the types?
Getting information from audience before it is too late. There is qualitative and there is quantitative
75
Can you give examples of quantitative and qualitative reseach?
Qualitative = (individual + group moviegoers of what they think of movie, CPG (Consumer packaged goods) Quantitative (surveys, shopping malls)
76
What are the steps of market research
Concept test: Get feedback from audience to title, concept, and casting, to understand the potential Title Test: Ab Test of audience Screenings: production purposes and marketing purposes Materials :test creative before market, mostly online Tracking: Real time survey Exits: ask a theater opening week to shape post opening plan
77
What are the two types of market sizing
Primary and secondary
78
What are the distribution considerations?
Day and date. Something happening on the same day. Theatrical release: risk is high, more focus on film. One ticket per person = more money Streaming = more focus on platform ( ads to subscribe the platform), risk is ow; more loyalty no matter how popular the movie is
79
What is exclusive and limited release
Exclusive = One theater in a city. Limited release = (3-4 cities, less than 600 theaters
80
What is varying the sell and give an example
Barbie targeting male and female audiences through different ads to get a broader audience
81
What is position statement steps
Target, identify a need, find competition, and deliver
82
Types of Release
Exclusive, Limited, Saturation, Wide Release, and super saturation

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