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Miller, Govil, McMurria, and Maxwell
Marketing Hollywood
Marketing Hollywood
Four phases of Hollywood
Production
Distribution
Exhibition
1
Vertical
integration
2
Locus and
marketing
3
TV
4
Consolidation
Marketing Hollywood
Structural uncertainty
Heavy investment in marketing and audience research
http://www.imdb.com/title/tt0299930/?ref_=fn_al_tt_1
Marketing Hollywood
Fourth Phase
Production
Big studios and big independents
Distribution
UIP, Fox, Warner Bros, Buena Vista,
Columbia
Marketing Hollywood
The Full Monty
Marketing Hollywood
Not about price competition;
Production differentiation comes from marketing
Marketing Hollywood
Accumulation preferences: what the brand is …
Does not sustain Hollywood. Therefore, it
• expects 95% of the films fail in the box office.
• uses a multifaceted marketing structure.
• Markets in all stages.
• Sees marketers as the barriers.
Marketing Hollywood
Positioning
What the audience can expect from this film.
Italiano
20th anniversary
Marketing Hollywood
Playability
How the audience is satisfied during the test
screenings.
Marketing Hollywood
Marketability
Exploiting its commercial potential.
1. Production Placement.
Marketing Hollywood
Marketability
Exploiting its commercial potential.
2. Cross Promotion
Marketing Hollywood
Marketability
Exploiting its commercial potential.
3. Tie in
Marketing Hollywood
Release
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60-day estimate.
NYT Friday and Sunday showcase theatrical release.
Key segment 14-24-year-old male
Platforming: released first in LA and NYC.
Marketing Hollywood
Advocacy marketing
• Organizes of Oscar.
• Advocates the U.S. government on issues
such as piracy and film quota.
• Designs the MPAA rating system.
Marketing Hollywood
A “high concept” film
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A coherent and repeated structuring of marketing possibilities.
Extravagant set.
High-tech setting.
Big stars.