Movie Marketing Essay

5989 words - 24 pages

Movie MarketingA Report submitted in partial fulfilment of the requirements for the award of Master of Science of the Loughborough University.November 2004ABSTRACTThis report was initiated in response to a case study by David Jobber (2004) regarding the 'Promotional Mix Methods' used in Movie Marketing.Through both qualitative and quantitative research methods this report has discussed the key factors in the launching of a movie successfully, the efficiency and cost effectiveness of the different promotional vehicles used in the launching of blockbuster movies, the role of critics in movie marketing, the reasons for the investment in movie product placement, as well as the associated risks of such placements.This report has established that there is no universal formula that can guarantee the success of a new movie release. Each movie is unique and requires a tailored marketing strategy to promote its unique selling point to its target audience within the confines of its budget. Marketers will utilise a blend of promotional vehicles to create awareness of movie releases, of which, television advertisements, cinema trailers and news stories are held to be the minimum prerequisites. Movie critics can then influence a movie's success or act as a valuable barometer in predicting its likely success.Product Placement (PP) is a technique of subliminal marketing. Firms use PP more in conjunction with movies due to the financial benefits that they are able to reap from the association of their brands with glamorous stars or the latest blockbuster movie. It is identified that while this technique does minimise the saturation of the advertising medium, it does have various opportunity costs.The level of revenue generated is arguably then the greatest key performance indicator in measuring the success of each movie marketing strategy employed for a particular campaign.TABLE OF CONTENTSAbstractTable of ContentsList of Tables i1.0 Introduction 12.0 Key Factors in the Successful Launch of a Movie 12.1 The Audience 12.2 The Unique Selling Point (USP) 12.3 The Budget 23.0 Promotional Vehicles 24.0 Role of Movie Critics 45.0 Product Placement (PP) 55.1 Reasons for Investment 65.2 Financial Benefits 65.3 Other Benefits 65.4 The Future of Product Placement (PP) 76.0 Product Placement (PP) Risks 76.1 Movie Failure 76.2 Lack of Prominence 76.3 Audience 76.4 Loss of Control 76.5 Ethical Issues 86.6 Risks to the Movie Studio 87.0 Conclusion 88.0 Footnotes 99.0 References 1010.0 Bibliography 1111.0 Appendices 1311.1 Appendix 'A' - Assessment of Promotional Vehicles 1311.1.1 Assessment of Advertising Vehicles 1311.1.2 Assessment of Public Relations Vehicles 1511.2 Appendix 'B' - Analysis of Promotional Vehicles 17LIST OF TABLESNumber Description Page1 Assessment of Advertising Vehicles 32 Assessment of Public Relations Vehicles 31.0 IntroductionMovie Marketing is a process that functions inversely to the traditional marketing framework. Traditional marketing is based on...

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