Marketing a Film

Marketing a Campaign

• A marketing campaign is divided into three areas:

• Advertising • Publicity • Promotions

Above-the-line costs

• These are for advertising • The distributor would pay a certain amount of money to

buy advertising space. • On TV, Radio, Magazines, Newspapers, online • They know what they are

getting for their money.

Below-the-line costs

• Publicity and promotions are below the line costs. • Publicity includes bringing US stars across, in hope of

getting good

coverage from the media. • Its not guaranteed though and it’s a risk. • Promotions are set up with another company, called a tie

in.

Advertising

• The poster and art work

• Might start with a ‘teaser’ poster which aims to

arouse the audiences interest.

• The main poster will have the key image from the film

and should intrigue the audience letting them know – director, stars, genre and dramatic content.

Cloverfield

• First website - http://www.1-18-08.com/•  • 2nd Officail Website - http://www.cloverfieldmovie.com/•  • First Tralier -

http://www.youtube.com/watch?v=rw_380vJ0Mo•  • 2nd Trailer -

http://www.youtube.com/watch?v=uTWKj3yNlRU•  • Fake news footage -

http://www.youtube.com/watch?v=KarNwKx5mGY

Prometheus

• http://www.guardian.co.uk/film/filmblog/2012/mar/22/ridley-scott-prometheus-fox-ship

Viral posters

You're such a tease: can film trailers reveal too much too soon?

• http://www.guardian.co.uk/film/filmblog/2012/sep/21/film-teaser-trailers-prometheus-marketing?INTCMP=SRCH

‘leaked’ images or clever publicity?

The copy

• Posters also contain writing, catchphrases known as ‘taglines’

• Awards, directors names and stars

• Also quotes from good reviews of the film.

The Trailer

• Shows in cinemas 6 weeks before release • Overall impression, highlights stars/genre etc • Teaser trailers. • As discussed, where else do we see trailers etc ?

Media Advertising

• The distributor will want to buy as much media advertising space appropriate for the film.

• Each medium must tie in with other advertising,

newspaper based on poster and TV on trailer.

• Vital that the right media outlet is chosen and research will have already shown the right target audience.

Publicity

• This involves gaining attention for the film. • Press Kits- sent to journalists, include authorised stills,

cast and crew, biographies and filmographies of stars and director.

• EPK’s- Electronic press kits more popular now, which includes audio and visual clips.

Star Interviews

• Touring the stars of films is usually expensive. • Distributor plans their tours down to the last hour,

making the best use of their time. • Making sure the spread of media is even, no clashes

and they don’t overlap with media forms with similar readerships.

Other publicity

• Press screenings • Gala premieres and film festival releases • Premieres, normally generate a lot of media attention

with a red carpet and celebrities in attendance. • Free special screenings, advertised through media

outlets popular with target audience.

Merchandise and promotional campaigns

• Stars wars paved the promotional way. • Toys, clothes, and gimmicks such as pencil cases and

lunchboxes.

Lastly

• Research has proven that they key factor which will get audiences to see a film is…….WORD OF MOUTH.