Film marketing part 2

25
Marketing a Film

description

 

Transcript of Film marketing part 2

Page 1: Film marketing   part 2

Marketing a Film

Page 2: Film marketing   part 2

Marketing a Campaign

• A marketing campaign is divided into three areas:

• Advertising • Publicity • Promotions

Page 3: Film marketing   part 2

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.

Page 4: Film marketing   part 2

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.

Page 5: Film marketing   part 2

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.

Page 7: Film marketing   part 2

• 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

Page 8: Film marketing   part 2
Page 9: Film marketing   part 2
Page 11: Film marketing   part 2
Page 12: Film marketing   part 2

Viral posters

Page 13: Film marketing   part 2
Page 15: Film marketing   part 2

‘leaked’ images or clever publicity?

Page 16: Film marketing   part 2

The copy

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

• Awards, directors names and stars

• Also quotes from good reviews of the film.

Page 17: Film marketing   part 2

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 ?

Page 18: Film marketing   part 2

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.

Page 19: Film marketing   part 2

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.

Page 20: Film marketing   part 2

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.

Page 21: Film marketing   part 2
Page 22: Film marketing   part 2
Page 23: Film marketing   part 2

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.

Page 24: Film marketing   part 2

Merchandise and promotional campaigns

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

lunchboxes.

Page 25: Film marketing   part 2

Lastly

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