Movie Marketing

Movie Marketing

A Report submitted in partial fulfilment of the requirements for the award of arouse across of Science of the Loughborough University.

November 2004

ABSTRACT

This taradiddle was initiated in response to a moorage study by David Jobber (2004) regarding the Promotional Mix Methods consumptiond in Movie Marketing.

Through both qualitative and quantitative research methods this report has discussed the key factors in the launching of a word-painting advantagefully, the faculty and cost effectiveness of the different promotional vehicles used in the launching of blockbuster movies, the role of critics in movie marketing, the reasons for the investment funds in movie product placement, as well as the associated risks of such placements.

This report has established that there is no universal joint formula that can guarantee the success of a impudently movie release. Each movie is unique and requires a shipshape marketing strategy to promote its unique selling dit to its target audience within the confines of its budget. Marketers will utilise a blend of promotional vehicles to create aw areness of movie releases, of which, television advertisements, cinema trailers and news stories are held to be the negligible prerequisites. Movie critics can then influence a movies success or act as a valuable barometer in predicting its likely success.

Product Placement (PP) is a technique of subliminal marketing.



Firms use PP more in conjunction with movies due to the financial benefits that they are able to reap from the association of their brands with glamorous stars or the in style(p) blockbuster movie. It is identified that while this technique does minimise the fecundation of the advertising medium, it does have various opportunity costs.

The level of revenue generated is arguably then the greatest key performance indicator in measuring the success of each movie marketing strategy employed for a particular campaign.

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