E-Book, Englisch, 200 Seiten
Kerrigan Film Marketing
2. Auflage 2017
ISBN: 978-1-317-74704-8
Verlag: CRC Press
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)
E-Book, Englisch, 200 Seiten
ISBN: 978-1-317-74704-8
Verlag: CRC Press
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)
The role of the film marketer is both vital and challenging. Promotion is one of the industry’s biggest costs, with the campaign of a large film costing up to half its production budget. Box office results, however, are wildly unpredictable: relatively few films a year make a profit. These market conditions make this a unique industry and film marketing a specific and demanding skill set that requires attention early in the career of any marketing student looking to progress in the industry.
This new edition of Film Marketing is a thorough update of the first textbook in film promotion. Like in the first edition, Kerrigan takes a socio-cultural, as well as a business view of film marketing and its impact, covering different approaches to promotion according to different aims and audiences internally and externally, and across the world. This book addresses all areas of film marketing from the rigorous perspective of someone with first-hand knowledge of the trade. This new edition also includes:
- Additional pedagogy and visual examples to reinforce key points
- A more international range of cases and coverage of non-Western markets to give a global overview of film marketing across the world
- New and expanded sections on social media, digital promotion, transmedia and crowdfunding
This is the original film marketing text which no engaged film or marketing student should be without.
Autoren/Hrsg.
Fachgebiete
- Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Mediensoziologie
Weitere Infos & Material
Contents
ACKNOWLEDGEMENTS.
CHAPTER 1 Introduction
What is Marketing?.
Supply Chain Management and Marketing.
Defining Film Marketing.
Outline of the Book.
CHAPTER 2 The Origins and Development of the Film Industry
Hollywood’s Domination of the Global Box Office.
Historical Development of the Film Industry.
Edison, technical developments and their effect on the infant industry
The formation of the Trust
Aims of the Trust and economic background
The opposition and their dependence on Europe
The growth of the independents
The rising importance of market awareness
The Trust and anti-Trust
World War I
Product differentiation
The birth of Hollywood
United States conquers Europe
The majors are born
Spiralling costs
The big budget feature
Why Does American Still Dominate?
The commercial element
Marketing and distribution
Suspicion of distributors
Structural considerations
South Korea
The Nigerian Film Industry
CHAPTER 3 Market Research in the Film Industry
Early Forms of Market Research.
Perception of market Research in the Film Industry.
Research processes in film marketing
New product development and film marketing
Table 3.1 NPD Categories in Film Based on Hall's (1991) Categories
Development – Project based Versus the Slate Approach.
Types of research undertaken in film marketing
Table 3.2 Categories of research in the film industry (adapted from Marich, 2013; pp.44-45).
Script assessment
Concept testing
Title testing
Positioning studies
Business to Business testing
Business to consumer testing
What is a recruited audience screening?
Table 3.3 Recruited Audience Screening Questionnaire
Tracking surveys
Exit surveys
CHAPTER 4 The Film Marketing Mix
The Role of the Star – Actors.
Figure 4.1
Figure 4.2
The Star – The Non-Actor Star.
Script/Genre.
Table 4.1
Table 4.2
Age
Table 4.3
Release Strategy.
Chapter 5 Bringing the consumer in
Convergence in the Creative Industries
Crowdfunding
Figure 5.1 From the campaign video for My Name is Emily (2016)
Figure 5.2From the Facebook page for My Name is Emily (2016)
Transmedia marketing
The Cloverfield campaign
District 9
Figure 5.3 Screenshots from Level 5 alert! Non-Humans Have Escaped District 9 (https://www.youtube.com/watch?v=Uz3ppkPWyws)
CHAPTER 6Traditional Film Marketing Materials
Marketing to a Sales Agent.
The Unit Publicist.
The Unit Photographer.
Figure 6.1 Little Happiness Stills (permission granted by Nihat Seven)
Visual Representation.
Film Posters.
Making Sense of Film Posters.
Figure 6.2 Poster for Hologram for the King (rights granted by Roadside Attractions/ Photofest)
Figure 6.3 Poster Me Before You (rights granted by New Line Cinema/ Photofest)
Figure 6.4 Dirty Pretty Things US theatrical poster (rights granted by Miramax/ Photofest)
Figure 6.5 Dirty Pretty Things UK theatrical poster (rights granted by Miramax/ Photofest)
Figure 6.6 Poster Little Happiness (courtesy of Blind Pictures)
Figure 6.7 Poster for Crossing the Bridge; The Sound of Istanbul
Film Trailers.
The Purpose of the Trailer.
Insert figure 6.8 Stills from the US trailer for In the Mood for Love (2000)
Bringing it all together
Figure 6.9 Stills from Tell No One (2006)
Figure 6.10 before and after for the Straight Outta Somewhere Meme creator, from www.straightouttasomewhere.com
CHAPTER 7 Consumer Selection of Films
Why we watch?
Motives Underlying Film Consumption.
The Impact of the Film Marketing Mix on Consumption Choices.
Figure 7.1 Continuum of film consumers
Establishing Trust.
Word of Mouth
Electronic Word of Mouth.
Developing an online following
What prevents film consumption?
CHAPTER 8 Critical reception
The role of the critics
Awards ceremonies
Chapter 9 Distribution
Sales agents
Distributors
Table 9.11 Practices Used to Defraud Producers Film Festivals and Markets
Release Strategies
Table 9.2 Checklist of Film Marketing Activities
Self-distribution
Figure 9.1 Stills from Older than Ireland (2015) used in promotion
Figure 9.2 Poster for Older than Ireland, copyright Atom Films/ Element Pictures
Figure 9.3 Cast from Older than Ireland
File sharing
The New Players in Distribution
Chapter 10 Marketing through film
Social and Political Impact of Art (Film)
Social and Political Impact of Art (Film)
Struggle for balance
Film as Educator (The Social Marketing Function)
Fact and fiction – Blurring the boundaries
Place marketing through film
Product Placement
Branded Entertainment
Moving forward
CHAPTER 11 Conclusions
Limitations.
Logic of the Book.
Setting the scene
New product development and research
The film marketing mix
Consumer selection of film
Broadening the scope
REFERENCES.
SUBJECT INDEX.
AUTHOR INDEX.
