Marketing Methods and Promotional Tools: Creative Strategy – 12/12
Film Festivals Film Festivals are growing as a sector for promotions, because marketers who know what types of crowds attend certain festivals, are able to place consumer goods at these events. Festivals, even smaller ones, usually run anywhere from 3-14 days, thus encouraging marketers to allow for people to get familiar with a product and have time to make a decision and purchase it on the second or third day for instance. In smaller cities, sometimes festivals are issued purely for marketing reasons and to be a good source of income, hence...
read moreMarketing Methods and Promotional Tools: Creative Strategy – 11/12
Pan Media Advertising/ Promotions Overview Movie promotion is extremely broad via tie-in promotions. Tie in promotions or cross promotions are when a film and certain brand/company agree in supported themselves at their places of function representing both companies/products. These may include: Fast-food restaurants, carmakers, national store chains, consumer electronics, and mobile phone-service providers. A key issue is that tie-ins have to match the consumer bases of the partner companies good and vice-versa. In 1998 for example,...
read moreMarketing Methods and Promotional Tools: Creative Strategy – 10/12
Testing Advertising and Trailers Presently, television commercials and trailers are the most important promotional materials because they are proven to be the most effective in selling movies to consumers. A cost to test anywhere from 3 – 10 TV commercials in front of several hundred moviegoers, costs between $12, 000 – $14, 000 USD. Nowadays, film trailers sometimes provide a summary of a film, meaning they give away too much of what happens. Certain marketing specialists see this as a poor strategy because there is nothing left to the...
read moreMarketing Methods and Promotional Tools: Creative Strategy – 9/12
Market Audiences The majority of films, or at least those produced by major film studios; focus on the segment of the American population who are regular moviegoers (see movies in theatres a minimum of 6 times per year). This segment consolidates to 35% of the US population at the moment. In addition, approximately half of that population is 12 – 29 years of age which is the group that generally speaking, helps assess a films financial success in the longer run. The four main groups film marketers divide the population into are: Male/Female...
read moreMarketing Methods and Promotional Tools: Creative Strategy – 8/12
Positioning Studies Positioning studies are something of a newer trend in Hollywood and are based on developing a detailed marketing plan at a very early stage in a film’s production – during the phase of the script and cast. When distributors want to get a head start, they order these positioning studies in order to help them identify alternatives for marketing a film to target segments. This also helps in predicting and assessing a given film’s overall economical position and force..
read moreMarketing Methods and Promotional Tools: Creative Strategy – 7/12
Test Screenings Also called preview screenings, this is a popular method of market research when a film is nearly finished or done. Mainly carried out in Los Angeles suburban areas, a selective demographic audience is invited to one of these screening and is usually paid for their participation. The cost of conducting such a screening usually costs anywhere between $7,000 to $15,000 USD for an audience between two and four hundred persons. These screening have two major objectives, the first finding out the degree of playability of the film...
read moreMarketing Methods and Promotional Tools: Creative Strategy – 6/12
Market Research Market research is designed to help shape the outline of the entire Marketing Strategy. It is a prominent tool, without which, movie marketers would be guessing an outcome of a film, and the success to failure rate would be a complete question mark every time. Market research is just as important as any other element in a movies existence because it has to do directly with people, and films are made for people, regardless how independent or new-wave a filmmaker may consider themselves. The fact remains, films are made for the...
read moreMarketing Methods and Promotional Tools: Creative Strategy – 5/12
Film Titles An interesting and intriguing title may be the most single effective element in a broad marketing spectrum pertaining to a given film’s campaign program. Due to the fact, film titles are always being dished up to ‘consumers’, whether it be on TV, print ads, or outdoor advertising, a thought-provoking film title is very often the sole reason why a person may end up going to the cinemas to see that movie. It is widely said, within the industry, that despite a title often being a what is known to be ‘working title’, as soon as the...
read moreMarketing Methods and Promotional Tools: Creative Strategy – 4/12
Marketing Preparation List When it comes to creativity in movie marketing, as David Stern, owner of Culver City-based Create Advertising Group said, “You want to hit an emotional chord” […] “Can you get someone to feel something?” People attending cinemas want to be told a story. 3D, sound effects, stunts, known actors, car races etc. will not have an effect if there is no plot to back all those things up. That is why the following list is crucial for marketing know-how when preparing a major studio (and not only) release: • Are there...
read moreUnmade Beds Film Review
Young Argentinean director Alexis Dos Santos fulfills the promise of his acclaimed debut GLUE with UNMADE BEDS, a sexy tale of two young people adrift in London. Axl (Fernando Tielve of Guillermo Del Toro’s THE DEVIL’S BACKBONE) is a Spanish kid trying to track down the British man who fathered him 20 years ago. He discovers his biological father is a real estate broker and pretends to be in the market for an apartment just so he can get to know his dad. Vera (Deborah Francois of THE PAGE TURNER and the award-winning L’ENFANT) tries...
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