© south-western/thomson sports and entertainment marketing chapter 8slide 1 chapter 8 chapter 8...
TRANSCRIPT
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CHAPTER 8 SLIDE 1 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTERCHAPTER 88Entertainment Industry
8.18.1 Entertainment Profits
8.28.2 Distribution Off Entertainment
8.38.3 Marketing Music and Theater
8.48.4 Awards and Annual Events
8.58.5 Entertainment Marketing Careers
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CHAPTER 8 SLIDE 2 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 8.1LESSON 8.1
Entertainment Profits
GOALSGOALSExplain financial strategies in the motion
picture industry.Calculate film revenue, and discuss the
importance of foreign markets for movies.
Describe financing in auto racing.
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CHAPTER 8 SLIDE 3 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Profit Makers
Movie ticket salesStudio earnings
ProductionMarketing
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CHAPTER 8 SLIDE 4 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Is Big Best?
Spreading economic riskPartnerships to help produce, promote,
and distribute filmsPromotional opportunities
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CHAPTER 8 SLIDE 5 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Cost-Cutting Strategies Control release to control distribution costs Wide release—a movie released in more than
2,000 theaters at one time Preview—the release of a movie the evening
before its official opening Matinees—pre-evening shows, generally have
less audience and lower-priced tickets Low-budget movies—generally costing less
than $250,000 to produce
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CHAPTER 8 SLIDE 6 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Profit and Opportunity
Generating film revenueCultural opportunities for profits
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CHAPTER 8 SLIDE 7 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Generating Film Revenue
Ratio of tickets sold to the cost of production
Income Domestic and foreign ticket salesLicensed merchandiseSoundtracksRelationships to theme parks
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CHAPTER 8 SLIDE 8 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Cultural Opportunities for Profits
Significance of worldwide distribution revenue
Economic, political, and cultural barriers
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CHAPTER 8 SLIDE 9 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Fast Money—Stock Car Racing
Entertainment or sportFinancing
Mutual fundVariation on the traditional sponsorship
styleNontobacco sponsors
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CHAPTER 8 SLIDE 10 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 8.2LESSON 8.2
Distribution of Entertainment
GOALSGOALSUnderstand the different kinds of
entertainment distribution.Discuss promotional strategies for
motion pictures.
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CHAPTER 8 SLIDE 11 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Distribution of Home Entertainment
BroadcastCableSatelliteInternet
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CHAPTER 8 SLIDE 12 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Cable Mania
Number of cable channelsDelivery system and costProgrammingAvailabilityCompetition
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CHAPTER 8 SLIDE 13 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Digital Delirium
High-definition television (HDTV)Memorandum of Understanding (MOU)
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CHAPTER 8 SLIDE 14 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Satellite Television
Rural areasIn-vehicle multimediaFar-away fans
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CHAPTER 8 SLIDE 15 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Mega-Distribution
Broadcast webs—groups of television networks, production studios, and related entertainment firms that produce shows inhouse for their group
Vertical integration—one company controls several different areas in the same industry
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CHAPTER 8 SLIDE 16 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Movie Marketing
Trailers—advertisements for other movies and for related music and merchandise
Pay-per-view promotionsWeb sites
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CHAPTER 8 SLIDE 17 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
See It at Home Format
DVDs Videotape
Purchase Mass market retailers Music and video specialty stores Online
Rentals Music and video specialty stores Online businesses with delivery via mail
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CHAPTER 8 SLIDE 18 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 8.3LESSON 8.3
Marketing Music and Theater
GOALSGOALSUnderstand the distribution of music.Discuss the legalities of music
distribution.Explain two kinds of theater promotion.
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CHAPTER 8 SLIDE 19 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Today’s Music
Technology changesMarketing changesDistribution changes
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CHAPTER 8 SLIDE 20 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Digital Music Marketing
TV channelsAudio channelsDownloads
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CHAPTER 8 SLIDE 21 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
One Tune for All—Radio
Growing businessDeregulated media ownershipClearChannel Communications
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CHAPTER 8 SLIDE 22 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Distributing Music
ConcertsMP3
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CHAPTER 8 SLIDE 23 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Concerts
Prior to 1994Traditional tours“Wildcat tours”
SFX Vertically integrated corporation98 percent of major concerts
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CHAPTER 8 SLIDE 24 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Concert Tickets
Major source of revenue for musical artists
Pre-sales
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CHAPTER 8 SLIDE 25 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
MP3
Online music swappingPirating done with free software
program—MP3 (Mpeg Layer 3)Recording Industry Association of
America (RIAA) Using software to trace online music
swappersSuing computer owners
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CHAPTER 8 SLIDE 26 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Promoting Theater—Broadway
Traditional promotional strategiesBillboardsRadioTelevisionMagazines
Other promotional avenuesLet me tell you about . . .Do I get a grade for this?
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CHAPTER 8 SLIDE 27 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSONLESSON 8.48.4
Awards and Annual Events
GOALSGOALSExplain the promotional value of
entertainment awards.Discuss ways in which entertainment is
distributed.
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CHAPTER 8 SLIDE 28 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Awards Influence Sales
The OscarsThe GrammysThe EmmysThe Tonys
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CHAPTER 8 SLIDE 29 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Oscars
Academy of Motion Picture Arts and Sciences
Academy Award also known as the Oscar
Pre-award publicityAdvertising films through trade
publications and the talk-show circuit
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CHAPTER 8 SLIDE 30 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Grammys
National Academy of Recording Arts and Sciences (NARAS)
Attracts much attention to a musician
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CHAPTER 8 SLIDE 31 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Emmys
Academy of Television Arts and Sciences presents the Primetime Emmy
National Academy of Television Arts and Sciences presents awards for daytime television, sports programming, news cases, and documentary programming
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CHAPTER 8 SLIDE 32 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Tonys
Named after Antoinette Perry, who served as head of the Board of the American Theater Wing
Given to professionals in theater for distinguished achievement
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CHAPTER 8 SLIDE 33 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
To Market, To Market
Trade eventsFocus on businesses that are relatedShoWest—example of trade show
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CHAPTER 8 SLIDE 34 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Digital Distribution
Digital projectorDigitized movies
Distributed via satellite, fiber optics cables, special disks, or the Internet
Concurrent showings
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CHAPTER 8 SLIDE 35 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Seasonal or Theme Events
Centered in geographic areasMarket directly to people who will attend
them
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CHAPTER 8 SLIDE 36 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 8.5LESSON 8.5
Entertainment Marketing Careers
GOALSGOALSDiscuss the preparation needed for a
career in the entertainment marketing field.
Comprehend the skills needed for specific jobs in entertainment marketing.
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CHAPTER 8 SLIDE 37 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Getting There From Here
Breaking into entertainment marketingRoom for top people
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CHAPTER 8 SLIDE 38 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Marketing You
Knowing what you doGather informationHaving required skills is a must
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CHAPTER 8 SLIDE 39 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
How to Prepare Research jobs Learn about companies Sources of information
Internet People Annual reports Directories College placement centers News article and trade publications
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CHAPTER 8 SLIDE 40 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Marketing Jobs Public relations specialists
Build and maintain positive relationships between their employers and the public
Best opportunities are in larger cities
Marketing and advertising managers Drives the creative development of the company’s
public messages about its products Must be creative and organized to manage many
projects and people
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CHAPTER 8 SLIDE 41 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Skill Requirements
Skills most desired by employersMathCommunicationsInterpersonal skills
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CHAPTER 8 SLIDE 42 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Skill Requirements
Other needed skills Creativity Initiative Good judgment Problem-solving/
research skills Outgoing personality/
self-confidence Understanding of human
psychology
Enthusiasm for motivating people
Maturity Resistance to stress Flexibility Decisiveness