Mkt - the Passion of Christ
The Passion of The Christ
A Case Study Analysis
Submitted by: Group E1, Section 1
Problem Statement
Newmarket Films, an independent U.S movie studio, has signed onto distribute “The Passion of The Christ”, a movie slated for release in 2004. Icon Productions has been able to generate interest among a certain section using pre-screening campaigns. Christian Special-Interest groups have taken an active interest in the promotion of the movie. Dedicated websites are trying to promote the movie as much as possible. No religious movie has achieved any significant success in the recent past. Mel Gibson and his production house, Icon Productions, were not seemingly motivated by profit maximization. No religious movie has achieved any significant success in the recent past.
New Market Films has now taken responsibility of the marketing activities. New Market Films now have to formulate an effective marketing and promotional plan for the movie.
Objectives
To decide the best promotional mix and distribution strategy for “The Passion of The Christ”.
New Market films has the following decision dilemmas: * Whether to continue with the pre-screening campaigns and interest generation among religious groups or to shift to more mainstream method movie marketing. * What advertising message to use, and the ad budget * The optimal date for releasing the movie * The number of screens in which to release, and the screen intensity in the weeks to follow.
Alternatives
Release date 1. Ash Wednesday, February 25, 2004 2. Easter, April 9, 2004
Distribution:
1. A limited release, restricted to around 500 screens initially and then expanding to more screens based on audience response. 2. A Wide release , releasing in over 2000 screens, and aiming for high opening weekend collections.
Advertising:
1. A grassroots campaign, focusing on word-of-mouth publicity, interest generation through pre screenings and promotion among Christian interest
A Case Study Analysis
Submitted by: Group E1, Section 1
Problem Statement
Newmarket Films, an independent U.S movie studio, has signed onto distribute “The Passion of The Christ”, a movie slated for release in 2004. Icon Productions has been able to generate interest among a certain section using pre-screening campaigns. Christian Special-Interest groups have taken an active interest in the promotion of the movie. Dedicated websites are trying to promote the movie as much as possible. No religious movie has achieved any significant success in the recent past. Mel Gibson and his production house, Icon Productions, were not seemingly motivated by profit maximization. No religious movie has achieved any significant success in the recent past.
New Market Films has now taken responsibility of the marketing activities. New Market Films now have to formulate an effective marketing and promotional plan for the movie.
Objectives
To decide the best promotional mix and distribution strategy for “The Passion of The Christ”.
New Market films has the following decision dilemmas: * Whether to continue with the pre-screening campaigns and interest generation among religious groups or to shift to more mainstream method movie marketing. * What advertising message to use, and the ad budget * The optimal date for releasing the movie * The number of screens in which to release, and the screen intensity in the weeks to follow.
Alternatives
Release date 1. Ash Wednesday, February 25, 2004 2. Easter, April 9, 2004
Distribution:
1. A limited release, restricted to around 500 screens initially and then expanding to more screens based on audience response. 2. A Wide release , releasing in over 2000 screens, and aiming for high opening weekend collections.
Advertising:
1. A grassroots campaign, focusing on word-of-mouth publicity, interest generation through pre screenings and promotion among Christian interest