Chapter 8 entertainment industry
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CHAPTER 8 Entertainment Industry. 8.1 Entertainment Profits 8.2 Distribution Off Entertainment 8.3 Marketing Music and Theater 8.4 Awards and Annual Events 8.5 Entertainment Marketing Careers. LESSON 8.1 Entertainment Profits. GOALS

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CHAPTER 8 Entertainment Industry

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CHAPTER8Entertainment Industry

8.1 Entertainment Profits

8.2 Distribution Off Entertainment

8.3 Marketing Music and Theater

8.4 Awards and Annual Events

8.5 Entertainment Marketing Careers

CHAPTER 8


LESSON 8.1Entertainment Profits

GOALS

  • Explain financial strategies in the motion picture industry.

  • Calculate film revenue, and discuss the importance of foreign markets for movies.

  • Describe financing in auto racing.

CHAPTER 8


The Profit Makers

  • Movie ticket sales

  • Studio earnings

    • Production

    • Marketing

CHAPTER 8


Is Big Best?

  • Spreading economic risk

  • Partnerships to help produce, promote, and distribute films

  • Promotional opportunities

CHAPTER 8


Cost-Cutting Strategies

  • Control release to control distribution costs

  • Wide release—a movie released in more than 2,000 theaters at one time

  • Preview—the release of a movie the evening before its official opening

  • Matinees—pre-evening shows, generally have less audience and lower-priced tickets

  • Low-budget movies—generally costing less than $250,000 to produce

CHAPTER 8


Profit and Opportunity

  • Generating film revenue

  • Cultural opportunities for profits

CHAPTER 8


Generating Film Revenue

  • Ratio of tickets sold to the cost of production

  • Income

    • Domestic and foreign ticket sales

    • Licensed merchandise

    • Soundtracks

    • Relationships to theme parks

CHAPTER 8


Cultural Opportunities for Profits

  • Significance of worldwide distribution revenue

  • Economic, political, and cultural barriers

CHAPTER 8


Fast Money—Stock Car Racing

  • Entertainment or sport

  • Financing

    • Mutual fund

    • Variation on the traditional sponsorship style

    • Nontobacco sponsors

CHAPTER 8


LESSON 8.2Distribution of Entertainment

GOALS

  • Understand the different kinds of entertainment distribution.

  • Discuss promotional strategies for motion pictures.

CHAPTER 8


Distribution of Home Entertainment

  • Broadcast

  • Cable

  • Satellite

  • Internet

CHAPTER 8


Cable Mania

  • Number of cable channels

  • Delivery system and cost

  • Programming

  • Availability

  • Competition

CHAPTER 8


Digital Delirium

  • High-definition television (HDTV)

  • Memorandum of Understanding (MOU)

CHAPTER 8


Satellite Television

  • Rural areas

  • In-vehicle multimedia

  • Far-away fans

CHAPTER 8


Mega-Distribution

  • Broadcast webs—groups of television networks, production studios, and related entertainment firms that produce shows inhouse for their group

  • Vertical integration—one company controls several different areas in the same industry

CHAPTER 8


Movie Marketing

  • Trailers—advertisements for other movies and for related music and merchandise

  • Pay-per-view promotions

  • Web sites

CHAPTER 8


See It at Home

  • Format

    • DVDs

    • Videotape

  • Purchase

    • Mass market retailers

    • Music and video specialty stores

    • Online

  • Rentals

    • Music and video specialty stores

    • Online businesses with delivery via mail

CHAPTER 8


LESSON 8.3Marketing Music and Theater

GOALS

  • Understand the distribution of music.

  • Discuss the legalities of music distribution.

  • Explain two kinds of theater promotion.

CHAPTER 8


Today’s Music

  • Technology changes

  • Marketing changes

  • Distribution changes

CHAPTER 8


Digital Music Marketing

  • TV channels

  • Audio channels

  • Downloads

CHAPTER 8


One Tune for All—Radio

  • Growing business

  • Deregulated media ownership

  • ClearChannel Communications

CHAPTER 8


Distributing Music

  • Concerts

  • MP3

CHAPTER 8


Concerts

  • Prior to 1994

    • Traditional tours

    • “Wildcat tours”

  • SFX

    • Vertically integrated corporation

    • 98 percent of major concerts

CHAPTER 8


Concert Tickets

  • Major source of revenue for musical artists

  • Pre-sales

CHAPTER 8


MP3

  • Online music swapping

  • Pirating done with free software program—MP3 (Mpeg Layer 3)

  • Recording Industry Association of America (RIAA)

    • Using software to trace online music swappers

    • Suing computer owners

CHAPTER 8


Promoting Theater—Broadway

  • Traditional promotional strategies

    • Billboards

    • Radio

    • Television

    • Magazines

  • Other promotional avenues

    • Let me tell you about . . .

    • Do I get a grade for this?

CHAPTER 8


LESSON8.4Awards and Annual Events

GOALS

  • Explain the promotional value of entertainment awards.

  • Discuss ways in which entertainment is distributed.

CHAPTER 8


Awards Influence Sales

  • The Oscars

  • The Grammys

  • The Emmys

  • The Tonys

CHAPTER 8


The Oscars

  • Academy of Motion Picture Arts and Sciences

  • Academy Award also known as the Oscar

  • Pre-award publicity

  • Advertising films through trade publications and the talk-show circuit

CHAPTER 8


The Grammys

  • National Academy of Recording Arts and Sciences (NARAS)

  • Attracts much attention to a musician

CHAPTER 8


The Emmys

  • Academy of Television Arts and Sciences presents the Primetime Emmy

  • National Academy of Television Arts and Sciences presents awards for daytime television, sports programming, news cases, and documentary programming

CHAPTER 8


The Tonys

  • Named after Antoinette Perry, who served as head of the Board of the American Theater Wing

  • Given to professionals in theater for distinguished achievement

CHAPTER 8


To Market, To Market

  • Trade events

    • Focus on businesses that are related

    • ShoWest—example of trade show

CHAPTER 8


Digital Distribution

  • Digital projector

  • Digitized movies

    • Distributed via satellite, fiber optics cables, special disks, or the Internet

    • Concurrent showings

CHAPTER 8


Seasonal or Theme Events

  • Centered in geographic areas

  • Market directly to people who will attend them

CHAPTER 8


LESSON 8.5Entertainment Marketing Careers

GOALS

  • Discuss the preparation needed for a career in the entertainment marketing field.

  • Comprehend the skills needed for specific jobs in entertainment marketing.

CHAPTER 8


Getting There From Here

  • Breaking into entertainment marketing

  • Room for top people

CHAPTER 8


Marketing You

  • Knowing what you do

  • Gather information

  • Having required skills is a must

CHAPTER 8


How to Prepare

  • Research jobs

  • Learn about companies

  • Sources of information

    • Internet

    • People

    • Annual reports

    • Directories

    • College placement centers

    • News article and trade publications

CHAPTER 8


Marketing Jobs

  • Public relations specialists

    • Build and maintain positive relationships between their employers and the public

    • Best opportunities are in larger cities

  • Marketing and advertising managers

    • Drives the creative development of the company’s public messages about its products

    • Must be creative and organized to manage many projects and people

CHAPTER 8


Skill Requirements

Skills most desired by employers

  • Math

  • Communications

  • Interpersonal skills

CHAPTER 8


Other needed skills

Creativity

Initiative

Good judgment

Problem-solving/ research skills

Outgoing personality/ self-confidence

Understanding of human psychology

Enthusiasm for motivating people

Maturity

Resistance to stress

Flexibility

Decisiveness

Skill Requirements

CHAPTER 8


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