Movie Marketing

Contents

Contents 1

Summary 2

Section 1: Key factors to launching a movie successfully 2
- Product
- Promotion
- Price
- Place
Section 2: Promotional Tools 3
- Types of Movies
- Trailer
- Internet
- Television and other mediums

Section 3: Role of the critic 5
- Critics as influencers
- Critics as predictors
- Consumer tastes overriding consumer reviews

Section 4: Product Placement In Movies 7
- Product Placement: A Brief History
- Benefits of successful product placement in movies
- Recommendations

Section 5: Limitations of Product Placement 8
- Ethical Issue
- Linkage between movie and product placements

Conclusion 10

References 11

Summary:

The Movie Industry ‘is one of most exciting and informative businesses in the world, a business where the revenue of one film can exceed 1 billion US dollars’.[1] It is thus in the interest of movie producers to evaluate a successful promotion strategy in order to launch a movie effectively. This report will outline and discuss the means in which this can be completed.

• Section 1 makes a point of using the 4Ps as a general template to launch a movie successfully. • Section 2 evaluates the different promotional tools available to movie producers • Section 3 will discuss the role of critics and the part they play in motion pictures. • Section 4 assesses the success of movie product placements. • Section 5 discusses the risks involved in such product placements.

Section 1: Key factors for launching a movie successfully

The ‘four Ps’ is a recognised formula that producers should use to continually evaluate and re-evaluate business activities when they want to develop their marketing strategy in order to increase market share. The criteria in the ‘four Ps’ are as follows:

• Product • Promotion • Price • Place.

As products,

References: Jobber D, (2001) Principle & Practice of Marketing 3rd edition p.15 Jobber, D Palmgreen, P., P. L. Cook, J. G. Harvill and D. M. Helm (1988), “The Motivational Framework for Movie going,” in B. A. Austin, ed., Current Research in Film, Vol. 4, Norwood, NJ: Ablex Publishing Co. Shu Shin Luh ‘ Guerilla Marketing on the Net: The Blair Witch Project," The Washington Post, August 19, 1999, accessed 20/11/04 http://www.shushinluh.com/MyResume/post_blairwitch.html [3] Web Marketing Today, accessed 18/11/04, http://www.wilsonweb.com/wmt5/plan-4p.htm [4] Jobber D, (2001) Principle & Practice of Marketing 3rd edition p.15 [5] Jobber, D. (2004), Principles and Practise of Marketing, McGraw-Hill p.627 [6] Ibid p.627 [9] Shu Shin Luh ‘ Guerilla Marketing on the Net: The Blair Witch Project," The Washington Post, August 19, 1999, accessed 20/11/04 http://www.shushinluh.com/MyResume/post_blairwitch.html [10] Jobber, D. (2004), Principles and Practise of Marketing, McGraw-Hill p.627 [11] Ibid p.627 [12] Palmgreen, P., P. L. Cook, J. G. Harvill and D. M. Helm (1988), “The Motivational Framework for Movie going,” in B. A. Austin, ed., Current Research in Film, Vol. 4, Norwood, NJ: Ablex Publishing Co. [13] Eliashberg, Jehoshua and Shugan, Steven M. (1997)’Film Critics: Influencers or Predictors?’. Journal of Marketing 61 (April). [16] Eliashberg, Jehoshua and Shugan, Steven M. (1999) ‘Film Critics: Influencers or Predictors?’, accessed 17/11/04, http://www.vancouver.wsu.edu/amsrev/theory/hennig06-01.html [17] Reinstein, David A. and Snyder, Christopher M. (2000) “The Influence of Expert Reviews on Consumer Demand for Experience Goods: A Case Study of Movie Critics”. Working paper, George Washington University. [18] Jobber, D. (2004), Principles and Practise of Marketing, McGraw-Hill p.628 [19] Summer Time ’98 part 1 accessed 22/11/04, http://www.movie-page.com/stuff/article-summer1.htm