In an effort to recoup the high costs of the production of a film, and to secure a profit for its investors, a Movie Studio must Promote it. Film studios invest in expensive Marketing campaigns to maximize target audience attendance of the released film early in the release cycle. Many promotional techniques, both traditional and modern, serve this end.
- Television and radio
- Paid trailers on Television , Radio .
- Product placement: paid active or passive insertion (as on-set posters, an action figures) of film brand in drama or sitcom shows, or as passing mentions in dialogue.
- Extended placement: full episodes of television talkshows ( Oprah ), entertainment news programs( ET ), or network news programs 20/20 , devoted to compensated exposure of the film, stars, clips, director, etc.
- Production and paid broadcast of behind-the-scenes documentary-style shows.
- Advance trailers, longer previews, or behind-the-scenes footage on rental videos and DVDs.
- Internet
- Creation of standalone studio-sponsored per-film websites such as "example-the-movie.com".
- Viral marketing: free distribution of trailers on movie-oriented Website s and video user-generated-content websites, and rapid dissemination of links to this content by email and blogs. Includes alleged leakage of supposed "rushes" and "early trailers" of film scenes.
- In Print
- Paid Advertisement s in Newspaper s, Magazine s, and inserts in books.
- Cross-promotion of original book or novelization, including special printings, or new cover jackets("Now a major motion picture.")
- Comic special editions or special episodes
- Merchandising tie ins:
- Paid co-branding ( Eragon in American Chopper -two episodes), or co-advertising (BMW and James Bond films The Business of Bond CNN.com Lara Magzan, November 25, 2002) of a product with the film.
- Promotional giveaways: branded drink cups, toys, or food combinations, at fast food chains.
- Promotional tour - Film actors, directors, and producers appear for television, radio, and print media interviews, sometimes showing a clip from the film or an outtake. Interviews are conducted in person or remotely. During film production, these can take place ''on set''. After film release, key personnel make appearances in major market cities, or participate remotely via "satellite" or telephone.
- In Theater
- Slide Show s - stills, trivia, and trivia games from the film, shown between movie showtimes.
- Trailer s and Behind-the-scenes shorts, shown prior to the main attraction
- In lobbies and video rental outlets
- Standups (freestanding paperboard life-size images of figures from the film)
- Posters
As of the year 2000 , the Film Industry spent around $2 billion yearly in movie marketing.
It has been claimed that high ticket sales during an opening weekend can be attained by good marketing, regardless of the quality of a movie, as there is insufficient time for word-of-mouth, rumor and published reviews to inform viewers of the true quality.
When a film will likely receive negative critical reviews, the studio may not hold press screenings, relying instead on a combination of good marketing, word of mouth, and prior knowledge of the target market. When a film is likely to be rejected by its audience, the studio may forge ahead with a stepped-up ad campaign, in an attempt to recoup some of its losses. This practice is disliked by theater owners and moviegoers alike.
- - a by-invitation event where members of the media see an exclusive preview of a film, and meet with and interview its stars and other key personnel. The invitation-only nature of the event carries with it the implication that a positive review is expected. It is a common (and controversial) practice for film '' America's Sweethearts '' is centered around a movie junket.
- (Alleged): entries in electronic media: blog comments, Internet chatrooms, newsgroups, calls to radio shows.
- (Alleged) (see Astroturfing ): creating bogus fan websites to foster the impression of a favourable "grassroots" fan response.
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