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Mediated Entertainment

Mediated Entertainment

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Mediated Entertainment

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Presentation Transcript

  1. Mediated Entertainment Chapter 14

  2. Movie Audience Segments • Gender • Ethnic • Age • Special circumstances • Genre • Special interest

  3. Selling Films Roles of marketing strategies of: • Trailers • Tie-ins and merchandising • Stars • Screenings, sneaks, reviews • Ratings • The Internet • Oscars

  4. Geisha licensing surpassed movie revenues

  5. Reviews and Thumbs Up

  6. More Strategy Roles • Niche audiences • Venues • Aftermarket sales • Film festivals • Global film market

  7. Creating a Promotion Budget • Potential gross • Audience makeup • Gross of similar genres • Anticipated revenues from foreign or video sales • Number of screens used for release • Number of markets included in release

  8. Movie Economics • Seasonal demand patterns • Local cost of movie tickets • Market share application insignificant • Cultural discounts low • Licensing fees overshadow theatrical releases

  9. Licensing Sponge Bob

  10. Revenue Generators • Conventions • Financial foundations • Labor unions • Distributors • Revenue recognition factors • Big picture accounting

  11. Movie Industry Threats • Piracy • Pricing

  12. Marketing TV Programs Audience segments: Ethnic groups Age and lifestyle cohorts - Teens - Boomers - Kids - Gays

  13. Seinfeld and friends receive awards

  14. What do audiences watch? • Reality TV • Docu-soaps • Celeb-reality • Game shows • Sports shows • Multiple combinations

  15. Survivor Success Factors • Co-branding with travel destinations • Creating hype during auditions • Maintaining seasonal secrecy • Promoting by ousted members • Spot commercials for previews • Active Web presence • Finales and reunions

  16. Other Genres • Sitcoms - gaming used to promote and retain audiences • Miniseries - Sci-fi hits with 18 to 49 group

  17. TV Show Promotion • Placement positioning strategies Stable Complementary Competitive

  18. Promoting to religious audiences

  19. Threats to the TV Industry • Podcasting • Audience-generated content

  20. Product Placement • Branded entertainment • Products placed in films • Products placed on TV • Plot placement • Product promotions for TV • Placement evaluation methods

  21. Evaluation Criteria • How will show generate high ratings? • How likely is show to be purchased by another network? • How will show increase sales? • How will brand integration work into the story line? • How will the network marketing extensions increase brand sales and show ratings?

  22. Ratings soar for Desperate Housewives

  23. Advertising Strategies • Product films • Engagement-on-demand video • Experiential marketing • Experiential movie trailers • Immersive advertising • Cell phone entertainment and promotion

  24. Questions • When marketing a film that has no top star billing, what strategies would you use to position and promote the movie to a national audience? Global audience? • What are the various ways marketers use the Internet to promote a TV show or movie? Which medium is most reliant on the Internet? Why?