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.