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New methods of marketing. Objective. Explain how the film industry employs new technology to assist in marketing films. Marketing through the ages. Traditional marketing. Above the line (the company makes commission) Mass media Large groups of people

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Objective
Objective

  • Explain how the film industry employs new technology to assist in marketing films



Traditional marketing
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
‘Modern’ marketing

  • Social media

  • Websites

  • YouTube

  • Smartphone apps

  • Synergy – merchandise/endorsements etc.


Case study 1 the blair w itch project
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
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
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
The good side of marketing

  • Harry Potter

  • Win for everyone – writer; stars; Britain; Warner Brothers…

  • Synergy and tie-ins

  • Merchandise


When marketing goes wrong
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
How do companies use new technology?

Explain in your own words how the film industry uses new technology to market its products.


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