WEEK 8. STUDIO MARKETING STRATEGIES. Marketing Budget. In 2009, the average marketing budget for a theatrical release from a major Hollywood studio was $35.9 million (source: MPAA)
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About the same time that the first trailers hit the theaters, the movie studio will unveil an official Web site for the film.
Web sites allow visitors to view multiple versions of the trailer, watch behind-the-scenes interviews and mini-documentaries, read plot synopses, download cell-phone ringtones and desktop wallpaper, play games, chat in forums and even pre-order tickets.
The idea is to bombard the public with so many images and promos for the movie that it becomes a "can't miss" event.
Movie marketers will plaster the sides of buses with huge ads, place billboards all around the city, run tons of teaser trailers on TV, place full-page ads in major newspapers and magazines, and the movie's stars will show up on all of the major talk shows.
Working with corporations to market the upcoming film (i.e. weeks leading up to the release of "How the Grinch Stole Christmas," images of the green Grinch appeared on packages of Oreos, boxes of Froot Loops and cans of Sprite.)
Even the United States Postal Service got into the act, stamping letters with special "Happy Who-lidays!"