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Marketing Marketing • The film is made & the cinemas are ready to exhibit it. • In order for the film to be successful, it must be advertised to its target audience. • The marketing of a film release revolves around two key questions: 'When? & How?’ Once the distributor has assessed the release schedule for the chosen date, ensuring that: 1. few films are being released 2. no blockbuster films are being released 3. no films similar in content are being released o Anything that could stop audiences attending... • …the release date is set… & the marketing campaign begins! Marketing • After setting a release date, the distributor works towards the theatrical release, investing in a marketing campaign. • The costs of theatrical marketing by local distributors, are often referred to as 'P&A', or Prints & Advertising. • P&A are the nuts & bolts of marketing films into cinemas, the distributors tools used to create a public for its film. • P&A represent the bulk of the distributor's investment after paying the initial rights fee (ranging from £1,000 to over £1 million for the release of a film in the UK). • Campaign/Package Question: How many forms of advertising can you think of? Marketing Trailers • The most common form of film marketing is of course.. The Movie Trailer! • Many films released in the modern cinema can advertise up to three different trailers: 1. Teaser Trailer: (Minimal, intriguing) 2. Action: (Story based, main action scenes, styling) 3. Character: (Introduce characters, narrative actors, more action) • All three are released one at a time, sometimes months apart. Each trailer gives the audience a little more information… keeping the buzz of release consistent. Marketing Posters + Billboards • The second most common form of film marketing is the traditional cinema poster. • In the UK, the movie poster is the standard 30”x40” ‘quad’ format & is the cornerstone of theatrical release campaigns. Posters + Billboards • Movie posters can be full of information (Dates, Coming Soon, Actors, Directors etc), or they can be very minimalistic. • Poster design is highly effective in 'packaging’ the key attributes of a film for potential audiences. • Distributors will consider many poster campaigns, from Underground advertising, to billboards & art prints. Marketing Press Release • Press releases can consist of clip reels, images, press previews, screener tapes, magazine spreads & features. • For many releases, favourable press response is a key factor in developing the profile & desirability of a film. • Distributors consider the quality & breadth of coverage, & inscribe this into the scale of a press campaign. • Advertising in magazines & newspapers works in tandem with press editorial coverage to raise release awareness. • The cost of print advertising in the UK is comparatively high, and is seen as a riskier business than in other countries. For mainstream films, scale and high visibility is key so ‘Major’ film companies will pay & take the risk. • Independent film companies can not afford as much! Marketing TV/Radio Slots • Featured slots on popular TV channels, programmes & radio stations, is a great way to reveal more about the theatrical release. • Press releases, interviews, pre-screenings, & press previews, are an effective way of reaching the films audience, through free advertising. • Many independent distributors in particular do not have press departments, and will consequently hire a press agency to run a prerelease campaign. • It is the distributors job to bring over key talent for press interviews to support the release. Marketing Viral Marketing • The cost of Print advertising in the UK is high. • In order for distributors to extend the reach of advertising & develop more effective communication with audiences at low cost, they are looking increasingly to 'viral marketing’. • Viral marketing refers to different forms of electronic word-of-mouth advertising via: • websites, email, mobile phones, social networking sites, pop ups, applications, iPods etc. Marketing Website • • It is now very common to create a website to accompany a movie. Like trailers, over time, more & more information may appear on the site. Piece by piece this causes public interest & keeps the movie buzz consistent. It is also very common for films to takeover other popular websites when close to its release date. This is a form of Viral Marketing. It is Website • The website is generally the first port of call when a new piece of the marketing campaign is released. • Movie websites may include: – – – – – Fans Forum Prizes Videos & Photos ARG (Alternate Reality Game) Storyboards/Fan Art Marketing Merchandise • Most major releases will try to embrace as many different avenues of possible profit as they can. • This can come in many different forms such as: • Toys – Games – Merch – Clothing – Gadgets – Food – Company Partners Marketing Premieres/Previews • The final part of a movie marketing campaign is the launch party or Premiere. • The use of talent (Director or lead Actors) wins significant editorial coverage to support a release • The volume of coverage can far outweigh the cost of talent visits, so it is worth the gamble. A distributor will consider advance public screenings to create word-of-mouth & advance 'buzz' around a film. Marketing