Film promotion

Film promotion is the practise of promotion specifically in the film industry. As with all business it is an important part of any release because of the inherent high financial risk; film studios will invest in expensive marketing campaigns to maximize revenue early in the release cycle. Marketing budgets tend to equal anywhere between half or three times the production budget. Publicity is generally handled by the distributor and exhibitors.

Techniques

In theaters

• Trailers are a mainstay of film promotion, because they are delivered directly to movie-goers. They screen in theatres before movie showings. Generally they tell the story of the movie in a highly condensed fashion compressing maximum appeal into two and half minutes.

• Film posters

• Slideshows - stills, trivia, and trivia games from the film, shown between movie showtimes.

• Standees (freestanding paperboard life-size images of figures from the film)

• Cardboard 3D displays, sometimes producing sound^[1]

Television and radio

• Hollywood movie distributors spend about $4 billion a year to buy paid advertising (30-second TV commercials, newspaper ads, etc.) and over half that total is placed on broadcast and cable TV, which are the main vehicles for advertising movies to audiences. TV is effective because it is an audio-visual medium – like film – and can deliver a vast audience quickly, which is crucial because films typically don’t linger in theaters more than 4–6 weeks, according to Marketing to Moviegoers: Second Edition.

• Product placement: paid active or passive insertion (as on-set posters, and action figures) of film brand in drama or sitcom shows, or as passing mentions in dialogue. For example, 20th Century Fox commissioned an I, Robot-themed motorcycle, featured on two episodes (2:17, 2:18) of American Chopper.^[2] The film Memoirs of a Geisha was placed throughout an episode of the T.V. show Medium.^[3]

• 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.
  • In addition, interviews with actors and directors which are filmed en masse at a hotel with local and national entertainment reporters which are featured on local news shows, programs on cable networks, and series such as Byron Allen's series of entertainment series like Entertainment Studios.

• Production and paid broadcast of behind-the-scenes documentary-style shows, the type of which are mainly produced for HBO, Showtime and Starz.

• 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 websites 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. ^[4]

Print

• Paid advertisement in newspapers, magazines, 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

• Paid co-branding (Eragon in American Chopper-two episodes), or co-advertising (Aston Martin and James Bond films^[5]) 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.

Audience research

There are seven distinct types of research conducted by film distributors in connection with domestic theatrical releases, according to "Marketing to Moviegoers: Second Edition." Such audience research can cost $1 million per film, especially when scores of TV advertisements are tested and re-tested. The bulk of research is done by major studios for the roughly 170 major releases they mount each year that are supported by tens of millions of advertising buys for each film. Independent film distributors, which typically spend less than $10 million in media buys per film, don’t have the budget or breadth of advertising materials to analyze, so they spend little or nothing on pre-release audience research. When audience research is conducted for domestic theatrical release, it involves these areas:

• Positioning studies versus other films that will premiere at the same time.
• Test screenings of finished or nearly finished films; this is the most well known.
• Testing of audience response to advertising materials.
• Tracking surveys of audience awareness of a film starting six weeks before premiere.
• Exit surveys questioning film goers about their demographic makeup and effectiveness of marketing.
• Title testing in an early stage.
• Concept testing that would occur in development phase of a film before it is produced.^[6]

See also

Film budgeting

External links

• Movie Wars: How Hollywood and the Media Limit What Films We Can See, excerpt Chicago Reader. Jonathan Rosenbaum, 2002.
• Marketing to Moviegoers: Second Edition Academic/business book covers major studios and independents, 2009.

References

1. ^ Billington, Alex (December 28, 2007). "Cool Theater Displays: Wall-E and Indiana Jones 4". FirstShowing.net. http://www.firstshowing.net/2007/12/28/cool-theater-displays-wall-e-and-indiana-jones-4/. 
2. ^ Murray, Rebecca (July 7, 2004). "Interviews with Shia LaBeouf and Paul Teutul Jr. About "I, Robot"". About.com. http://movies.about.com/od/irobot/a/robotsl070704.htm. 
3. ^ Cohn, David (December 12, 2005). "TV Writes Must Sell, Sell, Sell". Wired Magazine. http://www.wired.com/techbiz/media/news/2005/12/69775. 
4. ^ Gross, Doug (May 30, 2011). "Mysterious 'Girl with the Dragon Tattoo' trailer leaked online". CNN.com. http://articles.cnn.com/2011-05-30/tech/girl.dragon.tattoo.trailer_1_trailer-leak-dragon-tattoo?_s=PM:TECH/. 
5. ^ Magzan, Lara (November 25, 2002). "The Business of Bond". CNN.com. http://money.cnn.com/2002/11/21/news/james_bond/index.htm. 
6. ^ Marich, Robert (2009). Marketing to Moviegoers: A Handbook of Strategies and Tactics (2nd ed.). Southern Illinois University Press. ISBN 978-0809328840.