- Who? What? Why? How?
- Many independant distributors find their films as festivals.
- Films are marketed to best of their ability as they aim to show as many people as possible.
- Film makers have to decide what elements of the movie will attract the audience/they have to find what differentiates themselves from others (their USP). When doing so they have to keep genre, well known actors all in mind.
Target audience:
- The majority of people who visit the cinema are people between the ages of 15-24 and families.
- Who will it appeal to - this links into the campaign
- When to release it? (e.g. school holidays)
- However, some movies have the release date in mind but they then may have to compete with other movies on the release date if they chose the same day.
- They need to make sure they listen to the audience and interpret what they say
- Recruit a research audience who can fill in surveys
- How much money to spend marketing
- How much money the movie can make
- They try to stretch budget as much as they can
- Ways to advertise media:- television, newspaper , outdoor posters, cost to produce adverts, promotion, premiere, use big name actors as this recieves much attention
- Consider who the movie appeals to and the best way to communicate to them
Distribution - The Campaign:
- Distributors needs to create a marketing campaign to make their film stand out from other films released.
- Ways to this include trailers, media, public relations elemtn
- Key elements = poster as this is the first look the audience get of the movie, the genre and concept, the teaser campaign.
- Trailers are one of the most important keys as this is the first exposure of the movie and what it will be like.
- They first release a teaser trailer and then the main trailer
- Some trailers have no voice overs so they movie itself tells the story
- Many comedys have voice overs and drama/or horros will sometimes have voice overs or captions or sometimes it is silent.
- Foreign language movies include subtitles - some argue this loses the audience
- Usually longer - Film title - Who's in it - Release date
- Internet - have their own website
- Viral marketing = quizzes (these get passed on)
- Press
- These are important because if audience read bad reviews this effects the movie - this is the same if they read a good review
- Track the effect of campaign - if audience is still aware of the film
- Word of mouth is the most important way to advertise a movie as people tell others if its good or not.
- Some movies hold film preview to create a good word of mouth
- Screening programme = key strategy
Exhibition:
- In 2007 viewings rose
- It is the most significant way for people to view movies
- In 19 the first multiplex was built - sales rose
- Cinemas in city centres are good locations - good parking and access
- The number of screens available is also key
- Identify niche marker
- Cities show blockbusters
- Demographically bigger population
- City centres attact audience because of bars etc.
- Out of town cinemas are for the younger audiences
- When movies are reviewed critics have to make sure they consider not only their personal opinion but what commercial may prefer.
- They have to make sure they understand their audience and potential audience
- To attract more audiences they can use emailing and possibly hold events at cinemas
- Create a comfortable environment for the audience
- Look at what movies are showing - easy access - waiting time - the look of the cinema
- 3D distinguishes themselves from home entertainment systems.
- Send films instantly over networks
- People will go to watch movies at the cinema as they want to get away from home
Piracy:
- Piracy greatly effects the film industry
- 77.5 million DVDs were sold, revenue was lost, and less visitors at the cinema
- Blockbuster loses 74.5 million
- If there is no revenue people cannot be paid
- The newer generation is accessing products, downloading, copying dvds etc.
- This is as their is faster broadband, quicker to share files online
- However big budgets movies are not usually effected
- But this is still taking money from the film industry
