3.1 ‘Making of’ documentaries
Publicity is a huge weapon in the arsenal of a studio’s marketing strategy. The core aim of publicity is getting as much media exposure as possible. Newspapers, magazines and television programmes continually vie for insights into celebrity lifestyles. This progress takes place before and during a film’s release, helping to build awareness of the film. Movie studios strive for publicity, as they do not have to pay for this type of exposure.
3.2 Awards (Oscars, Baftas, Cannes, Vennice, Sundance, etc)
One of the best ways of generating word of mouth, and to gain free editorial and media coverage, is film award ceremonies and festivals such as the Oscars.
3.3 Internet sites and promotion
An important part of movie making is visually packaging it in an appealing, professional way across multiple media. The new technology allows viewers to watch the interesting part. But the web design and web promotion can be expensive.
3.4 Merchandising
Merchandising is another popular promotional vehicle widely used nowadays by movie studios to launching their blockbusters. Commonly, movies are tie-in with other companies whose products are frequently used by the targeted audience like fast-food, food and drink, as well as some toys and video games. When customers buy products in certain outlets, supermarkets or restaurants, the information of movies is provided at the same time. It is an efficient way to generate audiences’ interest in the movies and can remind them of the movies whenever they utilize the products. What’s more, it may cause halo or celebrity effect once the pictures of pop-stars are provided in the products. Nevertheless, its high-cost eliminate the feasibility for the low-budget movies. Also, there is a risk that promotion is overacted and leads a too-high expectation. Once the movies can satisfy it, it may lose the words of mouth. Merchandising is rather more available for the movies belong to such types of high concept, Franchise movie, magic kingdom and star power, like Titanic, Lion King. The target-audience should be focused on the young, children or fashionable adults. In addition, timing is an essential factor for merchandising. Studios have to choose the more suitable products for promoting their own products.
3.5 News Stories
News stories like celebrity gossip and box office records seem to use the most object and scientific tongue to convince audiences that the movie is really good. It is a way causing celebrity effect, follow-up effect and gaining words of mouth. The news story of a movie can expose to public via any media such as TV, radio, magazine, internet and so on. It could be low-cost; however, like any other news on air, it may just last for quite a short time and easy to be forgotten. It is a rather proper vehicle for those movies of high quality though low-budget like Oscar hype, Chick flicks and sleeper hits. The movie using this way is supposed to appeal the adults or mid-age audiences who watch movie not merely for fun but also interpreting it and Beautiful Mind is a good example for that.
3.6 Press Junkets, News Conferences, Gala Premieres & Celebrity Parties
Press junkets, new conferences, Gala premieres and Celebrity parties share a common insight of establishing a good relationship with public which is a critical factor to gain positive words of mouth. In the meanwhile, they build awareness and show confidence. Yet, they are not necessarily low-cost and sometimes could be very expensive. Relatively, news conferences like TV and radio interviews cost less. All of them are quite feasible for the movies of high budget and high quality like Oscar hype, High concept, star power and Franchise movies. Gala premieres even fits all kinds of movies. As celebrity effect can be generated, towards either director or actors, they should best target the fans of any celebrity of the movie and they are not necessarily the young the fashionable people. Again, both timing and place for these activities should be taken into account seriously, as they are significant factors which may influence the box office a lot.
3.7 Reviewer Quotes and Magazine Content
They are two low-cost promotional vehicles compared with the ones discussed above. Difference between these two is that reviewer quotes is published in the specialist for films while magazine content is merely put in a general magazine with other non-movie content. Consequently, reviewer quotes can provide the potential audiences more detail, complete and to some extent deeper information about the movie while magazine content just give a general reviews, brief profiles or part of the interviews of the movie. Though cheaper, magazine is not as popular as other media like TV and internet. Thus, its exposure to public is quite limit. But once it is found meaningful especially by fans, it can be kept for a whole life. Both of them are feasible for all kinds of films and do not necessary target for certain types of audiences. Layout is the most significant factor as it has to appeal to as many as possible readers. Putting a couple of postcards of the movie would be quite helpful.
4. The Role of Critics in Movie Marketing
Critics are the persons usually employed by newspaper, magazines, or television stations, who provide their subjective comments on newly released films for the public information (Eliashberg and Shugan, 1997). Their reviews are particularly important in the movie industry and have certain of effect on individuals, group, and even movie product itself. Few marketing scholars considered the relationship between performances of box office and the potential role of critics and have concluded that critics can be seen as influencers and predictors. The two roles were been discussed for their position and it is believed that influencers can give a much greater impact on box office revenues in terms of movie marketing strategy.
4.1 Influencers
Critics are often being regarded as an opinion leader by a group who possess expertise and knowledge on a specific subject. People usually seek out critics’ review for helping them to decide which film to see. From the information of The Wall Street Journal (2001), it suggested that more than one-third of American seek movie critics’ advice and about one of every three moviegoers say the reason why they choosing film because of favorable remark (Basuroy, Chatterjee, and Ravid, 2003). For this reason, many studios believe that critics are influencers and try to use their positive review as part of movie marketing strategy to influence the public. However, if studio can expect the review would be negative, they should avoid inviting uncooperative critics to attend or they can delay the preview even cancel it in order to prevent negative review flow out to the public. This is because the impact of bad review on box office revenue is significantly greater than the impact of positive review (Basuroy, Chatterjee, and Ravid, 2003).
4.2 Predictors
An alternative view is that critics are been treated as a leading indicator with no significant influence on box office revenue (Eliashberg and Shugan, 1997). This predictor perspective regards critics as a representative of their audiences and it allows studios to predict whether the film would be accepted by particular group by consulting critics’ opinion. For example, a critic who is employed by a women magazine must know what his readers’ taste or preference for films. Although critics review may have some influence, audiences choose their movie primarily on the other factors such as trailers, advertising, and word of mouth from friends. Studio can figure out which group will like their film by referring to critics and even some film directors would modify movie content by obtaining critics’ advice before releasing date. This perspective suggests that trying to improve a review is ineffective and it is much little to do on increasing box office compared with the role of influencers.
Many studios believe that critics are influencers and try to increase their box office revenue with the help of positive reviews from critics. Studios also can enhance their product’s performance by consulting critics when they treat critics as predictors. As far as movie marketing is concerned, movie industry should integrate positive review well as part of its promotion strategy when they regard critics as influencers.
5. The importance of product placement
Nowadays, the audiences often find various famous brands in movies and may wonder why the actors always hold the products just in the right way the logo is perfectly visible. In fact, this phenomenon shows a worldwide trend, product placement, in advertising.
“Product placement is a marketing practice designed to intentionally insert products into the content of entertainment programs, such as movies and television programs. In most cases the placement is subtle so as not to divert significant attention from the main content of the program or media outlet”.
It is common knowledge that the movie is a high cost product. Relatively, the product placement in movies can not be inexpensive. However, it shows that still more and more shrewd marketers are indulging in this costly promotional tactic. For example: Risky Business - Ray-Ban sunglasses.
Why are they willing to invest vast sums of money in it? What are the gains to be made? Firstly, the rapidly expanding entertainment industry can reach millions of people through movies. It is a sound way to build brand awareness instantly. When a product is in the stage of introduction, it is important to spread it abroad and make a deep impression in consumers’ mind. Marketers put loads of money in advertising in order to attract maximum awareness. The movie, a worldwide vehicle, of course becomes their best choice.
Secondly, the movies present the products in a dynamic, lively and colorful way. Through the high quality split-screen, vivid actions and lifelike speeches, the products will be taken as a part of the story line. And, usually, functions and characteristics of products showed through the fancy movie techniques are more impressed and attractive. Under this circumstance, great interest as well as curiosity is stimulated. Movie stars have significantly extra value for the products. An obvious phenomenon in the modern society is the popularity of Idolatry. Fans are deeply influenced by their idols. Imitating idols’ behaviors, advocating idols’ works, e.g. CDs, movies, etc are regular activities. A main action of showing loyalty is consuming the products which are used or recommended by their idols.
Another point is related to the link between the brand image and audiences’ self-image. An obvious consuming trend of posing more attention on the brands’ image rather than the functional characteristics is certainly seized by marketer. Most customers always think the products which they purchase and use should match and represent their own images. Certain brands presented by a famous star and an influencing movie make audiences believe they are engaged in high quality and superiority. Such recognition is enough to drive consumers to choose these brands rather than other competitors in the same field.
6. The risks associated with movie product placement
Although movie product placement may be an effective marketing strategy, its underlying risks cannot be ignored. The risks associated with movie product placement can be divided into two kinds—risks concerning movie production and release, and risks concerning audiences’ reaction.
6.1 Risks concerning movie production and release
First of all, the box office may be a disaster. It is difficult for marketers to predict which movie will be a success due to the fickle nature of audiences. Many factors, such as cast, script, release date, can determine the box office performance. The brand name in a movie will not reach wider audiences if the film fails. Therefore, choosing an unsuccessful movie as a product placement approach means wasting both money and time.
Secondly, brand owners may not control how their products are presented in front of audiences. Producers, directors, editors and even actors and actresses may have their own opinions about how to present the product. Some brands may be reluctant to associate with violent or overly dramatic films. However, it is really beyond companies and marketers control. The worst of all, scenes featuring a brand may not appear in the final version of a film.
Thirdly, the delay of release date may disrupt the whole marketing strategy. If the opening day of a movie is delayed, the retail and distribution channels and strategies may have to be re-arranged. This is cost-consuming.
6.2 Risks concerning audiences’ reaction
First, people may not notice the brand name or products. Unlike traditional advertisement, product placement approach may be too subtle to be noticed because the brand may only flash for a few seconds on the screen. Besides, viewers may concentrate entirely on the movie plot or actors/actresses’ performance rather than the brand name of the product in movies.
In addition, there is little change in attitude toward the brand even though the audiences notice and remember the brand name. Published research has revealed little change in attitude toward the brand shown in movies. While some new brands have been successfully launched with product placement strategies, such as Reese's Pieces in E.T., the Extra-Terrestrial, many brands featured in films are already familiar to viewers.
Finally, audience may be annoyed to see a particular brand on the scene frequently. Brand placement may not compromise the artistic integrity of films, causing disappointment or aversion to the product among audiences. In this way, product placement approach only has counter-effect toward the consumers.
7. Conclusion
In conclusion, by analysing the case study of movie marketing, there are a large number of factors that contribute to the success of a movie. Moreover, movie studios have to spend a vast sum of money by implementing different promotional vehicles in launching their blockbuster movies to attract potential customers to see the movie.
Also, critics play influential and predictive roles in movie marketing which have greater impact on box office revenues. Although there are some risks associated with movie product placement, marketers think that it is an effective way to advertise the product.
The film industry is an extremely big business where millions of dollars are spent on producing a film. And the success of the movie will greatly depend upon the marketing and advertising of the movie.
Appendices
Factors of a publicity of poster
4 Ps of Movie Marketing
References:
Basuroy, Suman, Chatterjee, Subimal, Ravid, S. Abraham, How Critical Are Critical Reviews? The Box Office Effects of Film Critics, Star Power, and Budgets, Journal of Marketing, 0022-2429, October 1, 2003, Vol. 67, Issue 4
Eliashberg, Jehoshua, Shugan, Steven M., FILM CRITICS: INFLUENCERS OR PREDICTORS, Journal of Marketing, 0022-2429, April 1, 1997, Vol. 61, Issue 2
Jobber, D. (2004), Principles and Practice of Marketing, p617
Lukk, T. (1997), ‘Movie Marketing: Opening the Picture and Giving it Legs’, Silman-James Press
Websites
http://www.hiff.org/filmlisting_tickets/synopsis.php?mid=3503&pid=MOVI&sid= (Assessed: 10 November, 2004)
http://www.onpoint-marketing.com/movie-marketing.htm (Assessed: 12 November, 2004)
http://comm2.fsu.edu/faculty/comm/Sapolsky/research/ProductPlacement.doc (Accessed: on 20 November, 2004)
http://www.filmeducation.org/secondary/TTV/TouchingTheVoid.pdf (Assessed: 12 November, 2004)
http://www.mediaknowall.com/gcse/Blockbuster/MovieMarketing.html (Accessed: 10 November, 2004)
http://www.usatoday.com/news/opinion/editorials/2003-01-15-medved_x.htm, Film critics often frown as movie fans delight (Accessed: 12 November, 2004)
According to Blaise Noto (2000), former Executive Vice President of Publicity and Promotions for Paramount and Columbia Pictures
http://www.filmeducation.org/filmlib/JDredd.pdf
http://www.mediaknowall.com/gcse/Blockbuster/MovieMarketing.html
http://www.knowthis.com/articles/marketing/productplacement
http://comm2.fsu.edu/faculty/comm/Sapolsky/research/ProductPlacement.doc