MARKET 2

Slide 1: 

12/20/2008 1 Top Secret

TOP SECRET : 

12/20/2008 2 If you choose to accept this mission you will be required to explain the delicate but sometimes flashy methods that Hollywood uses to market movies in America. If you are successful your audience will have a very good understanding of the process, the planning and the implementation of putting movies in the theater for the viewing public. TOP SECRET

Slide 3: 

12/20/2008 3 By Christy Gutmann and Jennifer Kitchens Marketing Movies in America

Background and Purpose : 

12/20/2008 4 Background and Purpose Past The Studio System Present Large Studio (Blockbuster) and Independent Feature Film marketing Understanding the methods of marketing films in America Marketing concepts Publicity and Promotion Advertising

Hollywood 1934-1950 : 

12/20/2008 5 Hollywood 1934-1950 1934-1946 Studios controlled Stars Directors Theaters 1949 Studio system dismantled, marketing makes debut Studios declared monopoly Stars became “free agents” Directors became auteurs Advent of television Created competition for the movie industry. Studios begin to rely on slick ad campaigns to sell their films

Present Day Hollywood : 

12/20/2008 6 Present Day Hollywood Film Festivals National International Mass Marketing Advertising Publicity Word of Mouth Limited Release Special Premiers

Marketing Concepts : 

12/20/2008 7 Marketing Concepts Begins 18 months prior to theatrical release Marketing time line 18 months – theatrical release

Development : 

12/20/2008 8 Development Story Production Team Cast 18 months prior

Production : 

12/20/2008 9 Electronic Press Kit (EPK) Stills Interviews Music Production 11-7 months prior

Slide 10: 

12/20/2008 10 Electronic Press Kit Includes Interviews with stars Behind-the-scene footage Bios Synopsis Other material Sent to Newspapers Radio TV press 11-9 months prior

Interviews : 

12/20/2008 11 Interviews The new millennium wasn't even a minute old when Tom Cruise proved himself Y2K compatible. He and his wife, Nicole Kidman, were celebrating New Year's Eve aboard a refurbished maritime training ship, the Wyuna, anchored off a naval base in Sydney. Among the 350 revelers on deck were a man who breathed fire and a woman wrapped in a snake, but just after midnight Cruise stole the show -- and Leonardo DiCaprio's move from Titanic -- when he leaned over the Wyuna's bow and made like the king of the world, or at least the life of the party. "It was funny as hell," says Rob Stirling, the Sydney entrepreneur who hosted the shindig. "And when he did it, the crowd on the ship went crazy." 9 months prior

Post-Production : 

12/20/2008 12 Post-Production Interviews Trailers Music Videos 9-7 months prior

Sound TrackRelease : 

12/20/2008 13 Sound TrackRelease Memorable music gives teeth to a well thought out marketing strategy. 7 month prior

Market Testing : 

12/20/2008 14 Market Testing Trailer Target specific groups Test market small audience Questionnaire Art work A part of advertising gives Independent films an edge Films most promotable element 5 months prior

One Sheet 1928 : 

12/20/2008 15 One Sheet 1928 Contained Title Location

One Sheets : 

12/20/2008 16 One Sheets 3 months prior

Pre and Post One Sheets : 

12/20/2008 17 One Sheet Pre-production One Sheet Post-production Pre and Post One Sheets

Sponsor Tie-in : 

12/20/2008 18 Sponsor Tie-in As almost everyone knows (how could you miss it?), Pierce Brosnan was handed the keys to a beautiful new BMW Z3 Roadster in his debut film, GoldenEye. BMW used the new Bond to advertise their new pride and joy -- they also paid some big bucks to do this! With BMW, GoldenEye's publicity helped elevate it to one of the most successful movies of 1995. This BMW never saw much action in GoldenEye -- the most it saw was the beautiful shores of Cuba, but it was equipped with some lethal concoctions from Q branch

Final Cut : 

12/20/2008 19 Final Cut Trade & Press Screenings Chance for press to review film Film Festivals Gives film makers chance to display their art work Sneak Previews Shown to select audiences Distribute questionnaires 3 months prior

Film Festivals : 

12/20/2008 20 Film Festivals First opportunity for film makers to introduce their films. Opportunity for the distributors to see the films of new directors and producers Distributors able to see films that they find marketable. 3 months prior

Slide 21: 

12/20/2008 21 Melbourne International Film Festival, Australia America Film Festival, Austria Vienna International Film Festival, Austria Rio Cine Film Festival, Brazil Canadian International Annual Film Festival, Canada Montreal Int’l. Festival of New Cinema and Video, Canada Toronto International Film Festival, Canada Cannes Film Festival, France Berlin International Film Festival, Germany Leipzig Festival for Documentary & Animated Films, Germany

Publicity & Promotion : 

12/20/2008 22 Publicity & Promotion Newspapers Long Lead Magazines EPK TV Radio Junkets Talent Tour Giveaways Trailers on Screens 3 months prior

Advertising : 

12/20/2008 23 Advertising Paid communication to an audience Multi-media magazines, newspapers, mailers, television, internet, radio 3 classes of buyer reached Wholesaler Retailer Consumer Emotional reason for buying 3 months prior

Newspaper Art : 

12/20/2008 24 Newspaper Art Tag Line Helps define movie Create a mystique Something clever to hang on to 3 months prior

Magazines : 

12/20/2008 25 Magazines Reach special interest groups with easily defined demographics Classes of magazines Consumer Trade Retail Library 3 months prior

Premiers : 

12/20/2008 26 Premiers Theatrical Release Event Involves news media, radio, mass advertising, $$$$$ Low Budget Films Film Festival = theatrical release

Competition : 

12/20/2008 27 Competition Special relationships Writing or drawing skills Personal experience

In Closing : 

12/20/2008 28 In Closing Past The Studio System Present Large Studio (Blockbuster) and Independent Feature Film marketing Understanding the methods of marketing films in America Marketing concepts Publicity and Promotion Advertising