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New methods of marketing

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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New methods of marketing

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  1. New methods of marketing

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

  3. Marketing through the ages

  4. 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

  5. ‘Modern’ marketing • Social media • Websites • YouTube • Smartphone apps • Synergy – merchandise/endorsements etc.

  6. Case Study 1 – The Blair Witch Project • http://blairwitch.com/ • An early example of the power of the internet • $500k budget • $248 MILLION worldwide

  7. 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

  8. 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

  9. The good side of marketing • Harry Potter • Win for everyone – writer; stars; Britain; Warner Brothers… • Synergy and tie-ins • Merchandise

  10. 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.

  11. 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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