MARKETING . . .

Motion pictures are an art form, a popular form of entertainment, and a business.

The making and showing of motion pictures is a source of potential profit. Motion pictures became a separate industry, with dedicated theaters and companies formed specifically to produce and distribute films.

Evolved over four periods : the silent film era, Classical Hollywood cinema, New Hollywood, and the Contemporary period (after 1980).

Hollywood has long been a film and entertainment centre.

MOTION PICTURES : FEATURES

AVATAR(IMAX 3D Experience)o Direction : James Cameroon

o Cast : Sam Worthington, Zoe Saldana, Sigourney Weaver

o Release : 18 December,2009

o Tag Line : ENTER THE WORLD

o Studio : 20th Century Fox & Lightstorm Entertainment

o Budget : 300 million dollars.

o Grossed 21 million dollars on the opening day.

o Overall Collection : $2,767,691,607.

Pure global market, both geographically and culturally.

Large number of prints and distributors across the globe for a world-wide release.

Reach to the technologically-literate crowd.

Special effects targeting “variety-seeking” consumers

MARKET STRUCTURE

Marketing a Global Movie.

Project the lavishly expensive blockbuster with eye-popping special effects(3D).

“Once in a lifetime spectacle- Must watch!”

“Movie for all”

Enough reach for expected revenue

MARKETING OBJECTIVES

3D, SCI-FI EXPERIENCE

USP

Aimed to ensure consistency of message and the complementary use of media.

Included online and offline marketing channels.

◦ E-marketing campaigns◦ Blog & micro-blogging◦ Internet TV

◦ Print (newspaper, magazine)◦ Billboard◦ Radio, and Television.

Integrated Marketing Communication(IMC):

Online Channel.

CINEMAS : Trailers, Film Posters, Slideshows, Displays etc. INTERNET: Standalone film website, Viral Marketing. PROMOTIONAL TOURS PRINT: Advertisement in newspapers, magazines etc., Cross-promotion of

original book or novelization, Comic special editions or special episodes.◦ Avatar: A Confidential Report on the Biological and Social History of

Pandora, -224-page book in the form of a field guide to the film's fictional setting of the planet of Pandora

MERCHANDISING: Co-branding /Co- advertising, promotional give-aways.◦ The Coca-Cola Company collaborated with Twentieth Century Fox.◦ Mc Donald : Toys representing six different characters from the film were

also distributed in with Mc Happy Meals.◦  LG mobile is partnered with Twentieth Century Fox and Lightstorm

Entertainment to create an elaborate marketing campaign. VIDEO GAMES

◦  Ubisoft Montreal  created an Avatar game for the film in 2007.◦ James Cameron's Avatar: The Game was released on December 1,

2009,for most home video game consoles .

MARKETING STRATEGIES/PROMOTION

TECHNIQUES

Mc Donald

LG mobiles

Avatar Game

Avatar Goodies

Regionalized the movie for more acceptance:

Dubbing : Even converted the movie to zhu phu which is a traditional

language in some parts of china. Dubbed into most Indian regional languages.

Regionalized Posters.

Region specific ads/trailers.

 Editing

EXTENDED PROMOTION TECHNIQUES:

Genre: ‘‘Action | Adventure | Fantasy | Sci-Fi.’’

All segments – All moviegoers

Age group 12 & above.

People who love 3D fantasies

SEGMENTS AND TARGET POSITIONING

Strengths:

• Budget of the movie

• Special effects-3D

• Prevention of Piracy

• Reach

• Hype

• Director’s tag

• Script/Screenplay

SWOT ANALYSIS

Weakness:

Sci-fi character of the movie kept away family audience

Surreal movie

Disappointment at Oscars: “failed to connect with the audience as much the other movies” was the point of criticism

Opportunities:

o Special –effects gives the movie an edge over other releases.

o Once-in-a-lifetime spectacle.

o Absence of sci-fi similar movies during the period of exhibition.

SW…OT(Contd.)

Threats:

Surreal movie – A portion of the audience may choose movies that connects to life over surrealism

Stiff competition from regional film industries

Economic meltdown-led change in lifestyle of regular movie-goers

Trend of piracy and mini-screen copies(in spite of absence of special effects, that can only be experienced in cinemas)

THANK YOU

ELIZABETH JOHNNYTANYA D’COSTAASHWIN RAMACHANDRANANAND CHAKRAVARTHY

(PGDM-SECTION A)