movie distribution
DESCRIPTION
SER MarketingTRANSCRIPT
The World of Motion PicturesThe World of Motion Pictures
The Power of FilmThe Power of Film
• The motion picture industry is one of The motion picture industry is one of the only industries that thrives during the only industries that thrives during tough economic timestough economic times• people want to escape real lifepeople want to escape real life
How does it all begin? How does it all begin?
Old Movie (re-make)Old Movie (re-make)
Old TV show (re-Old TV show (re-thought)thought)
Current TV showCurrent TV show
Video GameVideo Game
Book (Fiction or Non-Book (Fiction or Non-fiction)fiction)
Real life eventReal life event
Comic bookComic book
Original ideaOriginal idea
The Development ProcessThe Development Process
1. 1. The pitch (sharing the idea)
2. The treatment (developing the general idea/plot)
3. The script (a writer is hired to develop the script)
4. The notes (what does the studio think)
The Development ProcessThe Development Process
5. The re-write (revise the script using notes)
6. The notes (what do they think now?)
7. The re-write (revise AGAIN)
8. The shooting script (final script)
The Development The Development ProcessProcess
The Producer The Director The Actors
The RestThe RestThe RestThe Rest
The music supervisorThe music supervisor
The stunt coordinatorThe stunt coordinator
The set designersThe set designers
The lighting crewThe lighting crew
The location scoutsThe location scouts
Stand ins (So actors Stand ins (So actors can be staged without can be staged without having to be there) having to be there)
Etc, etc, etcEtc, etc, etc
ProductionProductionProductionProductionWeeks to MonthsWeeks to Months
Production DangersProduction DangersProduction DangersProduction Dangers
WeatherWeather
Publicity Nightmares Publicity Nightmares
On set difficulties On set difficulties (broken equipment)(broken equipment)
Walk offs (actors or Walk offs (actors or directors leaving set)directors leaving set)
Accidents (someone Accidents (someone gets hurt)gets hurt)
Management Management changeschanges
Post ProductionPost Production
Editing Editing
EffectsEffects
MusicMusic
Color correctionColor correction
TimingTiming
EtcEtc
ContinuityContinuityContinuityContinuity
A part of the editing processA part of the editing process
Different parts of a scene may be Different parts of a scene may be filmed at different timesfilmed at different times
You don’t want this to be You don’t want this to be noticeable to the audience, so it is noticeable to the audience, so it is important that all the lighting and important that all the lighting and surroundings are exactly the samesurroundings are exactly the same
Determine audienceDetermine audience
They pick a location They pick a location (city or town)(city or town)
An audience is recruitedAn audience is recruited
This audience watches This audience watches the moviethe movie
They fill out They fill out questionnairesquestionnaires
A select group stays to A select group stays to discuss the moviediscuss the movie
Test Screening Test Screening DangersDangersTest Screening Test Screening DangersDangers
Negative On-Negative On-line reviewsline reviews
An “odd” An “odd” audienceaudience
Focus Group Focus Group misdirection misdirection
Stolen still Stolen still shots shots
Video taping Video taping (cell phones)(cell phones)
The Film is FinishedThe Film is FinishedThe Film is FinishedThe Film is FinishedThe Marketing BeginsThe Marketing Begins
Trailer CuttingTrailer Cutting Can begin during the Can begin during the
very early stages of very early stages of production for big production for big moviesmovies
Teasers can be cut from Teasers can be cut from dailiesdailies
Each trailer cut attempts Each trailer cut attempts a different positioning a different positioning (to attract a larger (to attract a larger audience and see which audience and see which trailers attract more trailers attract more people)people)
Trailers attempt to distill Trailers attempt to distill the most compelling the most compelling story of the moviestory of the movie
Trailer Trailer TestingTestingTrailer Trailer TestingTesting
Generally they start Generally they start with with qualitativequalitative – – focus groups among focus groups among the core target the core target market, to hear them market, to hear them talk about the various talk about the various positioning attemptspositioning attempts
Then they test the Then they test the best best quantitativelyquantitatively – – a nationally a nationally representative samplerepresentative sample
Trailer EvaluationTrailer Evaluation
They generally pick the trailer that generates the They generally pick the trailer that generates the most interest among the core target during recall most interest among the core target during recall testingtesting
If they are similar they pick the trailer that If they are similar they pick the trailer that generates the most interest among sub-targets generates the most interest among sub-targets (just outside the target market)(just outside the target market)
NextNextNextNext
From the trailer they From the trailer they begin:begin:
Internet marketingInternet marketing
TV spotsTV spots
Publicity strategy Publicity strategy (with actors)(with actors)
TrailersTrailersTeaser Trailer
Iron Man Website
Marketing TimelineMarketing Timeline
Teaser Trailer (big movie) 6 to 8 months Teaser Trailer (big movie) 6 to 8 months before openingbefore opening
Website – teaser page generally starts 8 Website – teaser page generally starts 8 months outmonths out
Teaser Poster (big movie) 6 to 12 months Teaser Poster (big movie) 6 to 12 months before openingbefore opening
Poster 4 to 5 months prior to openingPoster 4 to 5 months prior to opening
Trailer 3 to 4 months before openingTrailer 3 to 4 months before opening
Outdoor – generally 4 weeksOutdoor – generally 4 weeks
TV Campaign – generally 4 weeksTV Campaign – generally 4 weeks
Other MarketingOther Marketing
Special programmingSpecial programming
PublicityPublicity PrintPrint TVTV
On Line Advertising (biggest one)On Line Advertising (biggest one)
Print Advertising (not very common)Print Advertising (not very common) Newspaper (but no one reads it anymore)Newspaper (but no one reads it anymore) MagazinesMagazines
Marketing DangersMarketing DangersMarketing DangersMarketing Dangers
Publicity nightmaresPublicity nightmares
Tivo Tivo
Diversity issuesDiversity issues
Gossip becomes bigger than the movieGossip becomes bigger than the movie
Opening DayOpening DayOpening DayOpening Day
Opening WeekendOpening Weekend
FridayFridayAs early as 11:00 am As early as 11:00 am the distribution the distribution department is making department is making projections based on projections based on east coast matineeseast coast matinees
SundaySundayThe studio reports to the press what The studio reports to the press what people thought based on exit studies people thought based on exit studies conducted in the fieldconducted in the field
MondayThe press reports the Saturday The press reports the Saturday estimates and the studio gets the estimates and the studio gets the final Sunday box office and final Sunday box office and reports the official numbersreports the official numbers
TuesdayTuesdayThe press reports the final box The press reports the final box office numbers and sometimes office numbers and sometimes noting overly optimistic or overly noting overly optimistic or overly pessimistic estimates previously pessimistic estimates previously reported reported
Opening WeekendOpening Weekend
MondayMonday The press reports the Saturday estimatesThe press reports the Saturday estimates The studio gets the final Sunday box office and The studio gets the final Sunday box office and
reports the official numbersreports the official numbers They review the exit study data to tweak their They review the exit study data to tweak their
marketing efforts for week 2marketing efforts for week 2 They review box office performance to tweak the They review box office performance to tweak the
media budget for week 2media budget for week 2
Opening WeekendOpening Weekend
TuesdayTuesday The press reports the final box office numbersThe press reports the final box office numbers Sometimes noting overly optimistic or overly Sometimes noting overly optimistic or overly
pessimistic estimates previously reported pessimistic estimates previously reported
The Home Entertainment The Home Entertainment ReleaseRelease
Actually Home Actually Home Entertainment is Entertainment is involved from the involved from the very beginningvery beginning
The marketing The marketing department reviews department reviews all of the movie’s all of the movie’s materialmaterial
The campaign is The campaign is tweaked as neededtweaked as needed
Movie Trailers
THE ENDTHE ENDTHE ENDTHE END