Transcript Independent film companies can not afford as much

Marketing
Marketing
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The film is made & the cinemas are ready to exhibit it.
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In order for the film to be successful, it must be advertised
to its target audience.
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The marketing of a film release revolves around two key
questions: 'When? & How?’
Once the distributor has assessed the release schedule
for the chosen date, ensuring that:
1. few films are being released
2. no blockbuster films are being released
3. no films similar in content are being released
o Anything that could stop audiences attending...
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…the release
date is set…
& the
marketing
campaign
begins!
Marketing
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After setting a release date, the distributor works
towards the theatrical release, investing in a marketing
campaign.
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The costs of theatrical marketing by local distributors,
are often referred to as 'P&A', or Prints & Advertising.
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P&A are the nuts & bolts of marketing films into cinemas,
the distributors tools used to create a public for its film.
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P&A represent the bulk of the distributor's investment
after paying the initial rights fee (ranging from £1,000 to
over £1 million for the release of a film in the UK).
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Campaign/Package
Question: How many forms of advertising can you think of?
Marketing
Trailers
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The most common form of film marketing is of course..
The Movie Trailer!
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Many films released in the modern cinema can
advertise up to three different trailers:
1. Teaser Trailer: (Minimal, intriguing)
2. Action: (Story based, main action scenes, styling)
3. Character: (Introduce characters, narrative actors, more
action)
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All three are released one at a time, sometimes months
apart. Each trailer gives the audience a little more
information… keeping the buzz of release consistent.
Marketing
Posters + Billboards
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The second most common form of film marketing is the
traditional cinema poster.
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In the UK, the movie poster is the standard 30”x40” ‘quad’
format & is the cornerstone of theatrical release campaigns.
Posters + Billboards
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Movie posters can be full of information (Dates, Coming
Soon, Actors, Directors etc), or they can be very minimalistic.
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Poster design is highly effective in 'packaging’ the key
attributes of a film for potential audiences.
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Distributors will consider many poster campaigns, from
Underground advertising, to billboards & art prints.
Marketing
Press Release
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Press releases can consist of clip reels, images, press
previews, screener tapes, magazine spreads & features.
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For many releases, favourable press response is a key
factor in developing the profile & desirability of a film.
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Distributors consider the quality & breadth of coverage, &
inscribe this into the scale of a press campaign.
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Advertising in magazines & newspapers works in tandem
with press editorial coverage to raise release awareness.
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The cost of print advertising in the UK is comparatively
high, and is seen as a riskier business than in other
countries. For mainstream films, scale and high visibility is
key so ‘Major’ film companies will pay & take the risk.
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Independent film companies can not afford as much!
Marketing
TV/Radio Slots
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Featured slots on popular TV channels,
programmes & radio stations, is a great way to
reveal more about the theatrical release.
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Press releases, interviews, pre-screenings, &
press previews, are an effective way of reaching
the films audience, through free advertising.
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Many independent distributors in particular do
not have press departments, and will
consequently hire a press agency to run a prerelease campaign.
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It is the distributors job to bring over key talent
for press interviews to support the release.
Marketing
Viral Marketing
• The cost of Print advertising in the UK is high.
• In order for distributors to extend the reach of
advertising & develop more effective communication
with audiences at low cost, they are looking
increasingly to 'viral marketing’.
• Viral marketing refers to different forms of electronic
word-of-mouth advertising via:
• websites, email, mobile phones, social networking sites,
pop ups, applications, iPods etc.
Marketing
Website
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It is now very common to create a website to
accompany a movie.
Like trailers, over time, more & more information
may appear on the site. Piece by piece this causes
public interest & keeps the movie buzz consistent.
It is also very common for
films to takeover other
popular websites when
close to its release date.
This is a form of
Viral Marketing.
It is
Website
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The website is generally the first port of call when a new
piece of the marketing campaign is released.
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Movie websites may include:
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Fans Forum
Prizes
Videos & Photos
ARG (Alternate Reality Game)
Storyboards/Fan Art
Marketing
Merchandise
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Most major releases will try to embrace as many different avenues of
possible profit as they can.
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This can come in many different forms such as:
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Toys – Games – Merch – Clothing – Gadgets – Food – Company
Partners
Marketing
Premieres/Previews
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The final part of a movie marketing campaign is the launch
party or Premiere.
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The use of talent (Director or lead Actors) wins significant
editorial coverage to support a release
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The volume of coverage can far outweigh the cost of talent
visits, so it is worth the gamble.
A distributor will consider
advance public screenings
to create word-of-mouth &
advance 'buzz' around a film.
Marketing