Download New methods of marketing - A-Level Film Studies at Shire Oak

New methods of marketing
Objective
• Explain how the film industry employs new
technology to assist in marketing films
Marketing through the ages
2000s
Advertisers use social
media and internet
advertising to raise
awareness of their
products
1930s
Films are marketed
using trailers, press and
posters
1960s
Films are marketed
using synergy such as
tie-in products as well
Traditional marketing
• Above the line (the company makes
commission)
• Mass media
• Large groups of people
• Companies like Pearl and Dean (cinema
advertising) or JC Decaux (billboards)
• Agencies create marketing products and sell
them to advertising companies
‘Modern’ marketing
•
•
•
•
•
Social media
Websites
YouTube
Smartphone apps
Synergy – merchandise/endorsements etc.
Case Study 1 – The Blair Witch Project
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http://blairwitch.com/
An early example of the power of the internet
$500k budget
$248 MILLION worldwide
Case Study 2 – Toy Story 3
• http://mashable.com/2011/02/18/toy-story3-social-media/
• Aimed at adults and children using a range of
smart marketing strategies
Case Study 3 – The Dark Knight
• http://gothamcablenews.com/
• Combines hoax websites with traditional
marketing
• Expensive; in a media-literate online universe
provides the means to spread information
quickly
The good side of marketing
• Harry Potter
• Win for everyone – writer; stars; Britain;
Warner Brothers…
• Synergy and tie-ins
• Merchandise
When marketing goes wrong
• http://www.bbc.co.uk/news/uk-englandhampshire-17350103
• Purchasing the rights to something often leads
to companies protecting their investment
aggressively, which ironically is more
destructive than creative.
How do companies use new
technology?
Explain in your own words how the film industry
uses new technology to market its products.