Business Horizons (2007) 50‚ 395–403 www.elsevier.com/locate/bushor Buzz marketing for movies Iris Mohr Tobin College of Business‚ St. John ’s University‚ 8000 Utopia Parkways‚ Jamaica‚ NY 11439‚ USA KEYWORDS Motion pictures; Movies; Marketing; Promotion; Buzz marketing Abstract In today ’s dynamic entertainment environment‚ movies are struggling to stay afloat and remain profitable. Challenges such as piracy‚ digital theft‚ competition‚ overlapping movie campaigns‚ media fragmentation
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child‚ they decorate‚ right? For girls‚ they buy frilly dresses and tea sets. For boys‚ the toy chests are overflowing with trucks and dinosaurs. Even as children‚ we are taught by our parents that becoming like those stereotypical families in old movies is essential; where women always stay at home and care for the kids; where men go to work and make it home in time for dinner; where little girls are expected to wear dresses and play with dolls; where boys have to be physically active and play with
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demonstrated‚ Disney movies. Through these elements‚ children are taught about social expectations within our community. Boys‚ for instance‚ learn what a “real man” is through the impact of their culture and the prominent ads within social media. I‚ like many others‚ was unaware of the affect society has on the way I perceive those around me. Our perception and morals are shaped and innate rather than “second nature” (Ferris and Stein 2014:77). I own almost all Disney movies on cassette because of
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Movies are not the only part of the film industry that misrepresents mental illnesses; cartoons and tv shows misrepresent them as well. By referencing mental illnesses within children’s cartoons‚ it allows the children to learn to stigmatize mental illnesses early in life. For example‚ in a study of six main cartoon characters portraying mental illnesses‚ three of them were comical‚ and the other three were the villains (Wilson par. 15) This is another example of how the entertainment industry is
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society is shaped around what the rebel symbolizes. Many people are drawn to the iconography of the rebel through every day activities. Just a few examples are children movies‚ music‚ celebrity icons‚ and our everyday transportation. There are a lot of movies with violence‚ drug abuse‚ or some type of rebellion. Even children’s movies incorporate the idea of a rebel. As a child‚ many girls‚ including me‚ idolized the Disney princesses. Cinderella‚ Rapunzel‚ Ariel‚ and Jasmine are just a few of the
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beginnings of film history the issue was ironically the containment of women. Megan Stem Wade states in her research paper on gender in postwar class room films that from 1946 through the 1970’s there were films called social hygiene films in which mini movies were watched in educational settings serving as the base example of how men‚ and women should act in societal settings. The films had titles such as “What to do on a date”‚ which served to encourage abstinence‚ and waiting ‘til marriage‚ while titles
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Long Live Southern Stereotypes Ever since Scarlett O’Hara struggled to find love and Andy Taylor was elected Mayberry’s Sheriff‚ filmmakers and television producers have yet to lose any fondness for stereotyping the southern culture. There are many who despise any form of labeling or stereotyping within the media‚ fearing false characterizations or inaccurate portrayals of southern customs‚ traditions‚ and people. Exposure to southern stereotypes through media is an appealing element in the American
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The Outcast Archetype Movies and films are important parts of not only our education‚ but also our life. Some teach us historical information or life lessons‚ and some just make us laugh. When we watch movies‚ we realize that many characters are just like us. As Linda Seger says‚ “Whatever our culture‚ there are universal stories that form the basis fall all our particular stories.” (Seger 386-387). One character that always seems to steal the audience’s heart is the one that doesn’t always fit
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many in the United States. Many Latinos are faced with obstacles widely placed by society‚ such as categories and stereotypes. As individuals form impressions and assumptions about others‚ a person’s background and historical experiences are sometimes generalized or even ignored. Stereotypes act like categories‚ overgeneralizing and placing false attributes to ethnic groups. Stereotypes are commonly formed by the media through humorous and entertaining depictions.
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James Cameron’s “Titanic” and Nick Cassavete’s “The Notebook” although two tragic movies are two of the most romantic tales ever seen. Two loves found by destiny. In Titanic‚ Rose is a wealthy young girl forced by her family to marry rich to secure her place in society and Jack is a poor young artist that won his ticket to the Titanic in a card game. “The Notebook” tells a similar story of a forbidden love of two young souls who are distend to be together. These two films similarities can only be
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