new methods of marketing. objective explain how the film industry employs new technology to assist...
TRANSCRIPT
New methods of marketing
Objective
• Explain how the film industry employs new technology to assist in marketing films
Marketing through the ages
1930sFilms are marketed using trailers,
press and posters
2000sAdvertisers use social media and
internet advertising to raise awareness of their products
Traditional marketing
• Above the line (the company makes commission)
• Mass media• Large groups of people• Companies like Pearl and Dean (cinema
advertising) or JC Decaux (billboards)• Agencies create marketing products and sell
them to advertising companies
‘Modern’ marketing
• Social media• Websites• YouTube• Smartphone apps• Synergy – merchandise/endorsements etc.
Case Study 1 – The Blair Witch Project
• http://blairwitch.com/ • An early example of the power of the internet• $500k budget• $248 MILLION worldwide
Case Study 2 – Toy Story 3
• http://mashable.com/2011/02/18/toy-story-3-social-media/
• Aimed at adults and children using a range of smart marketing strategies
Case Study 3 – The Dark Knight
• http://gothamcablenews.com/
• Combines hoax websites with traditional marketing
• Expensive; in a media-literate online universe provides the means to spread information quickly
The good side of marketing
• Harry Potter• Win for everyone – writer; stars; Britain;
Warner Brothers…• Synergy and tie-ins• Merchandise
When marketing goes wrong
• http://www.bbc.co.uk/news/uk-england-hampshire-17350103
• Purchasing the rights to something often leads to companies protecting their investment aggressively, which ironically is more destructive than creative.
How do companies use new technology?
Explain in your own words how the film industry uses new technology to market its products.