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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.