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 they are not a very attractive destination for...
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, DreamWorks’s Small Soldiers received a PG-13 rating instead...
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 imagination of the viewer. Others see using this...
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 and Over 25/Under25. Hollywood executive Paul...
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 itself, meaning if it is viewable (does not bore...
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