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Movie Marketing Essay

5348 words - 21 pages

Table of content1Introduction2 Planning a marketing campaign for a film2.1 Who are the target audiences of the movie2.2 What is the unique selling point of the movie2.3 Cost of the movie marketing2.4 Marketing mix2.4.1 Product2.4.2 Pricing2.4.3 Distribution2.4.4 Advertising and promotion3The process of movie marketing4Marketing campaign4.1 Publicity4.1.1 Posters4.1.2 Books4.1.3 Author's celebrity4.1.4 Starts interviews4.1.5 Trailer4.1.6 Official website4.2 Advertising4.2.1 Press advertising4.2.2 Television advertising4.2.3 Radio advertising4.3 Promotion4.3.1 Harry Potter endorsed Coke4.3.2 Merchandising campaigns4.3.3 Sales promotion campaigns4.3.4 Online promotion5 Market research6 Problems of movie marketing7 Conclusion8 Reference1 IntroductionIt is well known that "Harry Potter" is loved throughout the world. Harry Potter's magic world has touched large quantities of audience in the global market. Children and their parents are all attracted deeply by the magic of Harry Potter. Over a quarter of a billion books have been sold and the books have been translated into 61 languages and distributed in over 200 countries. Each title is an unexpectedly huge success. All five books have appeared on bestseller lists in the United States and Britain. On July 8, 2000, the release of Harry Potter and the Goblet of Fire became a major celebration. During the first 48 hours of release, three million copies were sold and the book won the title of "fastest-selling book in history". This title was later claimed by Harry Potter and the Order of the Phoenix when it was released on June 21, 2003.The book and movie rights to the film were bought by the Warner Brothers before it became an incredible success. Warner Brothers has exercised its option to create movies. The movie version of Harry Potter and the Philosopher's Stone was critically acclaimed and a highly successful movie.It was released on November 16, 2001 and directed by Chris Columbus and distributed by Warner Brothers . The movie made in excess of $950 million at the worldwide box office (third only to Titanic and The Lord of the Rings: The Return of the King) and received three Oscar nominations. The second and third books of Harry Porter had also been made into movies. The rest of the series will follow. It is a fact that these movies have definitely got their commercial fame in Hollywood movie production circle.This paper is attempt to look into how the first movie----Harry Potter and the Philosopher's Stone was marketed and how Warner Brothers use the marketing campaign to advertise and promote this movie and thereby identify related marketing strategies and relative issues.2Planning a marketing campaign for a film2.1 Who are the target audiences of the movie?The target audiences are some cinemagoers who are more likely to want to see it than others. The marketing team will aim to reach this group of people and make the movie look attractive to them. As to the movie of Harry Potter and the...

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