Mrs T Homework
Release of a film
identifying the audience and releasing a campaign suitable for them.
The you need to consider how much you want to spend on marketing in relatin to how much the movie can take in at the box office
Promotion:
- 3rd party
- publicity angles
- media partners-radio, newpapers, magazines
- actors-interviews with the media
media spend:
- outdoor posters.
- online
- TV
- Radio
Target Audience
For smaller films you have to identify and focus on the audience more. Look at past comparisons/films:
- look at the audiences and their ages, gender, and hobbies/activities
DO LOTS OF RESEARCH
ultimately advertising is a gamble as you can never be 100% sure of who you are specifically going to target.
45 years+ make decision while watching tv ->they take longer to decide on going to see a film and so you need to reinforce it through other media such as newspapers
15-16 year olds makes quicker decisions
All audiences need to be targeted differently
P&A Budget
Cost of prints, shipping, advertising cost-posters, press ads, tv spots, trailers in cinemas.
Where to advertise and how best to use the money. What are the audience and where will they see the adverts.
Tv is expensive and radio is considerably cheaper and can get to a big audience.
Marketing Plan
Many methods-advertising and press
Advertising is more expensive and includes adverts in magazines, newspapers, on tv and radio and the internet. Billboards and on the side of buses
Free forms of advertising include: press, support from director and cast in which you would set up interview for tv and radio. Word of mouth- screening of a film to an audience. Viral campaigns-something that promotes an interest in the films subject matter. Word of Mouth is crucial and can make or break a film. It's useful for specialised films which have a small budget.
Link Between
Convnce cinemas to take te film. Independant films are obviously harder-> you really need to sell it and ultimately find somewhere to put it.
Positioning and Audience
Define Audience-does the film have a specific genre and does it speak to a certain age group.
who directed the film? Specialised films often have audiences who are more in the know so you can target them specifically.
Competition
Film distribution is all about competition. You need to stand out and above the others. Why should i choose your film?
October half term-> good time to target younger audience
Holidays and weather is a factor-> in July/Aug you don't wanna put too many TV ads because people are outdoors-> big outdoor posters
Word of Mouth
CRITICAL
Sometimes, with some movies word of mouth will be very strong. Work with media partners to run advanced screening programs. The theory is that if 100 people each tell 10 people loads of people will know. Much cheaper way to advertise. Word of Mouth can create a strong momentum for the movie.
Film Trailers
A trailer is key for selling the film. It is the audiences first exposure to the film and what they're buying into. They're in the same environment and the same place, on the same screen they will be watching it in/on.
Digital Marketing
Viral marekting-> create something that becasue it is good enough, you will send it on to other people
Word of Mouth is best-> it means more to you
Test Screenings
Research is important. Done well in advance-> posters, concepts, trailers, visuals, meeting expectations. After-> screenings , filling in questionaires, focus groups-talk about the issues of a movie, and then after that the producers might consider changing one aspect of the movie (e.g. the end)
Persuading cinemas
To convince cinemas to take the film (specifically independant films) you really need to sell the films.
Opening Weekend
VERY importanant. All films open on a friday. 3 day figure is how much money a film makes of its first on Friday/Saturday/Sunday. Monday is make or break day- Holdovers are based on how much money you make that firstopening weekend and it determines how long the film will continue to play in the cinema.
Piracy
Piracy has escalated over the lst 5 years. In 2006 piracy counted for 20% of all DVD sales in the UK-> an alarming figure
It is a Big problem-> peopl think they are getting a bargain when in fact they are losing out on quality
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