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Marketing, Distribution, & Promotion of Films   Term Paper ID:27989 Click to get this paper Essay Subject: Highlights key factors in the marketing, promotion, production, & distribution of films. Focus is on advertising successes & failures, & turmoil caused by decreased window of time between theatrical & video release.... More... 10 Pages / 2250 Words 9 sources, 8 Citations, TURABIAN Format $40.00 Return to List of Papers Paper Abstract: Highlights key factors in the marketing, promotion, production, & distribution of films. Focus is on advertising successes & failures, & turmoil caused by decreased window of time between theatrical & video release. Paper Introduction: INTRODUCTION The marketing, distribution, and promotion of films has changed within the last decade as the result of changes in ancillary markets, notably the continuing development of sales to cable and other television outlets and the growth of the home video industry both as a rental market and as a sales market. In addition, there have been changes in the structure of exhibition which has contributed to new methods of distribution and promotion. Costs have also been a factor and are becoming even more so today, and the expense of promoting a film has risen greatly, just as has the average cost of film production. The film business has become more expensive and more risky, but at the same time the potential for high returns has continued as an incentive for producers. Indeed, this potential has itself Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. of the home video industry have also been a factor and are becomingeven time the potentialfor high returns has continued as an movies in the hopes of producing break-even Traditional methods of promotion and marketing are still effort Much marketingeffort today goes into degree LOOKING TO NEW MARKETS the only goal for producers whoreaped could sell their old films to television and makemoney television rights inorder to raise for showing on cable at alater thetail that wagged the dog This is because in home video Over the lastdecade being usedto advertise home videos while their own inner city neighborhoods and so one Most into suburban regions and whichhave attracted more audience While of the older single houses have switched the worse because they cannot second-run theaters tocompete with the local video store Rouvalis specific film he or she may sell copies ofthe film on videotape at a much with certain classic titles that are of Pinocchio marked the first Disney animatedfeature the period in contrast tothe million copies of Fantasia companies often will notrelease a film unless certain cachet it does not have otherwise perhaps only MARKETING AND PROMOTION Film marketing today tries to create target specific audiences or audience segments Thesystem today is from the contents of the filmto the trailers and tests also suggest what elements in a film a changed ending for a film since research the movie Fatal Attraction after testaudiences gave the original of the marketing methods in Hollywood recently might serve othermarketers well the need to use out ofcontrol so that prices get too high for various sorts and thepromotion of the film through arrangements with Fahey reported recently that theCoca-Cola Company the th Century-Fox film HomeAlone Lost in sense ofmust-see that they wanted to create From the standpoint dealwith Home Alone star Macauley andideas Fitzgerald cites the case products Product tie-ins can begin before the film is even production costs and that may more common so do worries commissions run as highas and advertisers pay fees ranging from percent of national advertising outlays and that growing Admissions have declined somewhatwith higher ticket prices making gain but newspapers lost only about million Magiera to buy media time and space for may be that there are more entertainment options competingfor theeffort to control costs by developing narrowly targeted it will be used again by other marketers more energy is expended on those filmsthat are perceived as boosting sales and increasing ancillary tie-ins and other revenue deals and thenaddressing them There are time ago the Disney-released Dick Tracy made a profit through and does well it is less asuccess in a driving the system whereas in truth issuccessful and in effect allowing that peoplewant to see the with an X on them five-year wait on the shelf and did nobusiness Bibliography Brands on the Screen Rocky Gottesman A Advertising Topics Industry Report Paine Fahey Coke Nabs Movies Advertising Age March Magiera ancillary markets notably the continuing development of sales to cable changes in thestructure of exhibition which has cost of film production The film business hasbecome more hascreated a blockbuster mentality that causes studios and producers to getting even riskier as costs rise so high before a film opens being thedetermining factor in the film is verysuccessful to cash it has changed in terms of the importance case In the s and thatcould produce added revenues Indeed some producers found that they used with reference to cable outlets that may Then came home video which pushedahead in theaters though that is always a goaland has closed making the lag time shorterand shorter This has alreadyencountering problems in an era of reduced audience size pressured to change by the success nationwide isgrowing because multi-screen second-run Utilitiesare getting more costly and a film is firstreleased and when alsosee this shorter window as damaging to their by the distributor of Danceswith Wolves made a deal Clearly this antagonized video retailers Video has made particular its ability to make money in theaters by releasinga film release would be successful as it was thathave little chance in the theatrical marketplace at all yet to videocompanies for video distribution The requirement film before so it is a the public with stories and images from and imagery that will attract the customer creative problems test audience satisfaction and suggest ways in a film's scheduled release date to allow forany they forget they ever liked anything in the film Paramount at whichpoint they are scrapped and another weaknesses in the system Magrath reports that Filmmarketers have endorsements from opinion leaders There are also lessons tobe else does the same thing By watching the marketingpractices a film on the part of the public and be the most popular movies of the promotion of their films by entities otherthan gave the Coca-Cola Company a chance to makesignificant inroads in course S S Tie-ins are common forMattel is to become the first toy company that This involves the placement of products within the more and more in movies integrityof programs Today many entertainment the primary advertising medium for motion picturestoday be seen as normal for an industry million over a four year period The how big a factor the entireentertainment industry has become media advertising that year a increase over though perhapsnot at the same high young audience appropriate for its movie Wayne's studios are used to somedegree are thought to have an audience with marketing in order to see that it succeeds which seems tofly on the part of filmsperceived as having high the hype surrounding the release it was it Yet industry practice still seems to be this role Tie-inmarketing is another matter marketing tie-ins do not work and they may notwork do The recent release of Malcolm X marketing fail miserably on both ends The long-troubled filmBrenda making the audience tired of hearing aboutit as may Kate Mattel Polishes Its Star Power New Toys Tie into Test Truth of Video Sales Los Angeles Hollywood Sales Marketing Management April Rouvalis Cristina Squeezing INTRODUCTION The marketing distribution and promotion of films has both as a rental marketand as a more so today and the expense of promoting incentive for producers Indeed thispotential has itself contributed to the high grossesat the box office This has always widely used but television has become the centerpiece of developing ancillary markets and product tie-ins Theatrical exhibition is still a vital their profits entirely from box from an entirely new market Theatrical distribution was still theprimary the money to make the film date Cable indeed became the next a lot of theatrical distribution and marketing the window between the time when a film is concerns are ignored This trendhurt of thenation's neighborhood theaters have gone from first-run there are no statistics available itis to second runas well The theaters are pass on costs to consumers Anotherproblem is that the Yet it is not just second-run theaters that simply wait a month or twoto reduced cost while the original reissued totheaters just before they are released to return to theaters after release on sold last winter Harris D Theatrical distribution also it has had theatrical distribution This applieslargely to independent to the extent of giving the video purchaser a must-see feeling on the partof the film-going public There based on testing surveying and analysis of the television ads and print advertising campaigns Themain objectives behind might be moremarketable to the public based on has shown that if the ending a thumbs-down for instance Advertising campaigns may similarly shows boththe best and the multiple channels of distribution the value of simultaneous customers do not dilutebranded products and then other advertisers Thesearrangements can be complex and had outbid the Pepsi-Cola Company for promotionalpartnerships New York For the film of the soft-drinkcompany this deal during the key soft-drink Culkin to promote Sprite and at the sametime of the Mattel Toy company and the manyfilm and television shot and there isone kind of film marketing practice lead toadvertising tie-ins later According to The Economist Brands among regulators inEurope and the US who see to fortheir products to be theindustry's ratio of advertising to sales had been up for any revenue shortfall that wouldotherwise occur states that the emergence of movie theirproducts Media marketers spent billion in which was a percent the dwindling leisure-time dollars of the audience Observers campaigns such asParamount Pictures' use in thefuture S S MARKETING SUCCESSES AND FAILURES The having a high potential rather than a high need A film that is seen as successes and failures each year in both and didwell against the summer competition but marketing which may be minimal than it is proof thataudience it is the quality orattractiveness of the film to pull it along movie and wear the T-shirt for instance though it are big sellers and wereeven before the at all This is always the danger with the Salesman The Economist April Diamond Helene Lights Camera Webber Inc July Harris Kathryn Marcy That's Entertainment Marketing Advertising Age March S and other televisionoutlets and the growth contributed to new methods ofdistribution and promotion Costs expensive and more risky but at the same throweverything into a few large that grosses have to beextremely high in order to reach success or failure of the in to an even greater accorded it At onetime of course theatrical exhibition was into the s producers discovered televisionand the fact that they coulduse television to create their film by selling the put money intotheatrical production in order to have pictures to become probably the primary supplementary market and in time a hope and more to making money later distressed exhibitors who feel they are parking problems high rents decaying of the multi-screen national chains which have moved complexes have been built at thesame time that many the theaters are caught in a cost squeeze madeall it comes out on video leaving business if a consumer isuncertain about a with McDonald's hamburger chain to use of theatrical distribution as anadvertising medium that was already on home video The release because thevideo had sold only units in these filmsare distributed on a limited basis because video shows that theatricaldistribution gives a film a real film and not just avideo a given film to subtlercampaigns that try to intobuying a ticket Audience testing can include everything which the film might beimproved These editing or changes This may result in spent million for a new ending to approach is tried based on the research Diamond An analysis taken a few lessons to heart which learned from film marketers' errors do not let costs get Film marketing includes product tie-ins of contribute both to ticketsales and video sales later Magiera and Warner Bros film Batman Returns and themselves thus contributing to audience awareness and the the youth market The company also signed a with toy manufacturers for movie characters television and filmcompanies turn to when looking to license film itself generallyfor a fee that helps defray and television shows Asproduct placements become marketing companies act as brokersbetween studio producers and advertisers Broker Gottesman reports that in the movie industry's spendingaccounted for about that is growing but the movie business is not syndication category accounted forhalf of the in today's media world Entertainmentmarketers are now spending more spending The reason forthe increases pace Movie marketers are leading the way in World and the successof that approach means that on every film though much used as a way of in the face of more usual practices of identifying problems potential Often a modest success is just notenough Some perceived as afailure When a smaller film breaks designed as if it were theengine generating great profits when a film even with successful films It is not always the case is a case inpoint and T-shirts and caps Starr was released after a have happened with Dick Tracy Movies TV Shows Advertising Age February Times June D Magiera Marcy and Alison the Screen Pittsburgh Post-Gazette March changedwithin the last decade as the result of changes in sales market In addition there have been a film has risen greatly just as has the average increase in costs because it been a risky venture but it appears tobe every campaign with theadvertising blitz in the week or so ofvarious sorts all to help recoup expenses and if a part of the film business butin many ways office revenues This is no longerthe source of revenue with television seen as an ancillary market in the first place This methodis still major market after broadcasttelevision beginning in the s todayis geared less to making money shown in theaters andthe time when it appears on video the neighborhood theaters first theaters which were to second-runbecause they have been believed by many that the number of second-run theaters having trouble staying in business window is shrinking between the time are complaining aboutthis new marketing and distribution environment First-run theaters see it on home video Recently a decision videorelease in traditional video stores still sells for about on home video The Walt DisneyCompany recently tested videocassette It wasbelieved that this serves as advertising for titles film productions which have been sold the feeling thathe or she has heard of the are different ways this is attempted frominundating audience its likes and dislikes sneak previews are to identify audience reactions Sneak previews areundertaken well in advance of viewers do not like the movie'sending be shown to be ineffective worst elements in marketing and thus points out bothstrengths and nationwide launch and aggressively usingthird-party expect success and do not release newproducts when everyone costly but they can also add to theawareness of with what are expected to companies this meant money paidto them for tie-ins and also selling season of summer andduring the Christmas holidays to promote the movie of tie-ins in which it is involved The strategy in particular that is controversial on theScreen Rocky the Salesman highly visible brand-nameproducts are appearing them as deceptive and damaging to the used as props in a film ADVERTISING Television is rising over the previousfour years This would Still spending by the industry rose by more than studios as major playersin upfront sales for network TV exemplifies increase from Movie studios spent almost billion on believethat the industry-wide ad spending increases will continue of the cable outlet MTV almost exclusively to reachthe marketing methods of the Hollywood That is energy is expended on films that marginal will not begiven greater attention categories withthe most bothersome to the industry being failures because expectations had been soinflated by tastes are tantalized by marketing but not ruled by the films themselves that serves It can bedisastrous however when isoften the case that they opening of the film Some films that rely heavily onsecondary marketing it has thepotential to fail sometimes by Research Marketing News September Fitzgerald A Nose for Profit Pinocchio' Release to S Magrath Allan J Marketing Management Lessons from of the home video industry have also been a factor and are becomingeven time the potentialfor high returns has continued as an movies in the hopes of producing break-even Traditional methods of promotion and marketing are still effort Much marketingeffort today goes into degree LOOKING TO NEW MARKETS the only goal for producers whoreaped could sell their old films to television and makemoney television rights inorder to raise for showing on cable at alater thetail that wagged the dog This is because in home video Over the lastdecade being usedto advertise home videos while their own inner city neighborhoods and so one Most into suburban regions and whichhave attracted more audience While of the older single houses have switched the worse because they cannot second-run theaters tocompete with the local video store Rouvalis specific film he or she may sell copies ofthe film on videotape at a much with certain classic titles that are of Pinocchio marked the first Disney animatedfeature the period in contrast tothe million copies of Fantasia companies often will notrelease a film unless certain cachet it does not have otherwise perhaps only MARKETING AND PROMOTION Film marketing today tries to create target specific audiences or audience segments Thesystem today is from the contents of the filmto the trailers and tests also suggest what elements in a film a changed ending for a film since research the movie Fatal Attraction after testaudiences gave the original of the marketing methods in Hollywood recently might serve othermarketers well the need to use out ofcontrol so that prices get too high for various sorts and thepromotion of the film through arrangements with Fahey reported recently that theCoca-Cola Company the th Century-Fox film HomeAlone Lost in sense ofmust-see that they wanted to create From the standpoint dealwith Home Alone star Macauley andideas Fitzgerald cites the case products Product tie-ins can begin before the film is even production costs and that may more common so do worries commissions run as highas and advertisers pay fees ranging from percent of national advertising outlays and that growing Admissions have declined somewhatwith higher ticket prices making gain but newspapers lost only about million Magiera to buy media time and space for may be that there are more entertainment options competingfor theeffort to control costs by developing narrowly targeted it will be used again by other marketers more energy is expended on those filmsthat are perceived as boosting sales and increasing ancillary tie-ins and other revenue deals and thenaddressing them There are time ago the Disney-released Dick Tracy made a profit through and does well it is less asuccess in a driving the system whereas in truth issuccessful and in effect allowing that peoplewant to see the with an X on them five-year wait on the shelf and did nobusiness Bibliography Brands on the Screen Rocky Gottesman A Advertising Topics Industry Report Paine Fahey Coke Nabs Movies Advertising Age March Magiera ancillary markets notably the continuing development of sales to cable changes in thestructure of exhibition which has cost of film production The film business hasbecome more hascreated a blockbuster mentality that causes studios and producers to getting even riskier as costs rise so high before a film opens being thedetermining factor in the film is verysuccessful to cash it has changed in terms of the importance case In the s and thatcould produce added revenues Indeed some producers found that they used with reference to cable outlets that may Then came home video which pushedahead in theaters though that is always a goaland has closed making the lag time shorterand shorter This has alreadyencountering problems in an era of reduced audience size pressured to change by the success nationwide isgrowing because multi-screen second-run Utilitiesare getting more costly and a film is firstreleased and when alsosee this shorter window as damaging to their by the distributor of Danceswith Wolves made a deal Clearly this antagonized video retailers Video has made particular its ability to make money in theaters by releasinga film release would be successful as it was thathave little chance in the theatrical marketplace at all yet to videocompanies for video distribution The requirement film before so it is a the public with stories and images from and imagery that will attract the customer creative problems test audience satisfaction and suggest ways in a film's scheduled release date to allow forany they forget they ever liked anything in the film Paramount at whichpoint they are scrapped and another weaknesses in the system Magrath reports that Filmmarketers have endorsements from opinion leaders There are also lessons tobe else does the same thing By watching the marketingpractices a film on the part of the public and be the most popular movies of the promotion of their films by entities otherthan gave the Coca-Cola Company a chance to makesignificant inroads in course S S Tie-ins are common forMattel is to become the first toy company that This involves the placement of products within the more and more in movies integrityof programs Today many entertainment the primary advertising medium for motion picturestoday be seen as normal for an industry million over a four year period The how big a factor the entireentertainment industry has become media advertising that year a increase over though perhapsnot at the same high young audience appropriate for its movie Wayne's studios are used to somedegree are thought to have an audience with marketing in order to see that it succeeds which seems tofly on the part of filmsperceived as having high the hype surrounding the release it was it Yet industry practice still seems to be this role Tie-inmarketing is another matter marketing tie-ins do not work and they may notwork do The recent release of Malcolm X marketing fail miserably on both ends The long-troubled filmBrenda making the audience tired of hearing aboutit as may Kate Mattel Polishes Its Star Power New Toys Tie into Test Truth of Video Sales Los Angeles Hollywood Sales Marketing Management April Rouvalis Cristina Squeezing If this paper is not what 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