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FILM MARKETING AND PROMOTION. - BRUNO CHATELIN - - CEFPF - E.N.A DECEMBER 11 1999. Preview. Bio data : Bruno Chatelin Inside a major The 3 rules of marketing (only 3?) The marketing tools Selecting the right associates Things change A selection of movie launches. Bio Data.

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film marketing and promotion




E.N.A DECEMBER 11 1999

  • Bio data : Bruno Chatelin
  • Inside a major
  • The 3 rules of marketing (only 3?)
  • The marketing tools
  • Selecting the right associates
  • Things change
  • A selection of movie launches
bio data
Bio Data
  • HEC business school marketing major
  • 10 years with international Ad Agencies on major consumer goods, Colgate, Lever, Mars, Kellog ’s, Mastercard, Lux and more
  • 10 years with major companies: Columbia TriStar and UGC/FOX joint venture / start up, marketing director then general manager
  • Consultant in communication and associate founder of Solo Connexions SA
my movie background
My movie background
  • A regular movie goer !
  • At the origin of a professional approach of my moviegoer passion : the research on Lux marketing case study « the soap of the stars »since 1923 in the world
  • 200 movies, 33 over a million admissions, a few opening records T2, ID4
  • 10 studio chiefs
inside a major
Inside a major
  • The one billion dollars game
  • Production / Domestic 45% /Foreign 55%
  • A matrixcial organisation : how many bosses can you have?
  • Reporting
  • Local Vs Global strategy
  • The French subsidiaries i worked and operated
being distributed by a major an advantage
Being distributed by a major : an advantage?
  • Powerful resources and marketing expertise
  • Access to combined market information
  • Harmonised distribution
  • Bulk of material ready in time
  • Tested campaigns : Latin version, Scandinavian, the French touch...
  • Test market? Efforts > ROI
  • Watch for the money!
the 3 rules of marketing
The 3 rules of marketing
  • About getting an audience to buy your product with IMPATIENCE
  • Is it still art or is it commerce ?
  • Can marketing sell a bad product ?
  • How important was marketing of Titanic?
  • Rule 1 : positioning and targeting
  • Rule 2 : communicate that positioning
  • Rule 3 : the most important….………….
  • The positioning is written by the movie itself….
  • But the desirable positioning builds on the values you identify as the movie strongest selling arguments
  • Something unique to your movie
  • Something that qualifies it into a genre
  • The result of a unique combination of talents
positioning examples
Positioning examples
  • Mr Jones launch in France with a new positioning
  • US domestic positioning : the dramatic love story between a maniaco-depressive patient and its psychiatrist starring Richard Gere and Lena Olin Domestic flop
  • the french approach : Mr Jones is a feel good movie with R Gere as the irresistible seducer of all women capable of the wildest creative acts N° 1 Box Office
  • 10 movies open the same day:why should they come and see yours?
  • How come the admissions figures of your first show are exactly in line with the final career?
  • How do kids know ahead that they will like the movie?
  • What makes buzz grow? (internet, word of mouth)
proper audience targeting gets you to success
Proper audience targeting gets you to success
  • Targeting the right audience ($)
  • Males, females or… both
  • how old are they, what do they like, read, buy, play with, listen to, where do they go
  • What movies will they like, did they like
  • Which other actors, directors do they like
shrewd targeting
Shrewd targeting
  • The right distributor (how many films a year …)
  • The right date (competition, genre, holidays)
  • The right exhibitor circuit (specialised, enough capacity…)
  • The right houses
  • The right media to hit the target
  • The right commercial associates
what is the right date
What is the right date
  • A good date is a date where you ARE ready
  • A large chunk of a small market or a smaller market share of a big market
  • Summer attendance
  • Profile of viewers in holidays
  • Dating traditions : Woody Allen in february
  • Mario Kasar lucky date october 16 (Rambo, T2…) does it really exist?
  • How much time do you want to have after the movie wrapped, opened in a territory (to capitalise on success or evacuate flop?)
  • Festival diktats: open after the film is shown...
  • Choosing the lead country to open
  • Do we need the media publicity support, can we do without them (in holidays, in heavy competition…)
  • Last Action Hero vs Cliffhanger
positioning targeting dating
Positioning +Targeting +Dating...
  • After you finished your homework
  • Positioning
  • Targeting
  • Dating
  • Don’t change anything and begin the real promotion work
evaluating the potential
Evaluating the potential
  • The film rental estimate (15F per admission)
  • Admissions estimate
  • Films comparison: B.O. career, openings of similar movies
  • Foreign openings
  • A team process
  • Determine the launch budget
  • Tests to help make the right decisions
    • potential
    • strategy
    • tools : posters, trailers, title
  • Screening tests with Holy NRG one company does it all around the world : 15 000 $
finding the best film title
Finding the best Film Title
  • Local language Vs. American
  • What is a good title : short/long
  • What is a bad title : out of sight
  • How do you find the title ?
    • the script
    • journalists
    • reference to a code or genre : striking distance
    • Who can help
the poster
The poster
  • Obligations: billing block, above title, order and colours, logos, legal, censorship
  • A strong title : compare the size with commercial ads
  • Codes
  • Quotes as a substitute to obligations
  • Quotes as a media endorsement
a powerful poster
A powerful poster
  • Teasing
  • Adapt to the format : bus flank or tails : talk to the cars ; twin sites teaser /revealing
  • Select the media that allow most impact
  • Show the audience that the poster is alive
  • Think about timing summer, revealing...
  • Remember that it is an element that the audience must appropriate and buy
  • Poster in theatres may be different
  • Information retention
  • Give the promotional partners visibility
  • Pictures or illustrations
  • Elements from the film are not always available
  • A job for professionals you must trust
a good trailer
A good trailer
  • A true trailer, true to the movie ambience, dialogue, humour, effects
  • A trailer that will stay young and evolves
  • It will give progressive perspectives
  • And focus (early source of word of mouth)
  • It should not reveal everything of the movie

(keep a few surprises for the longer version)

  • Explain the title when it needs to
marketing cookies in your trailer
Marketing cookies in your trailer
  • Show the poster : it relates the film to its campaign
  • The promotional partners at the end
  • The partners might adapt and play it in their stores
  • Some quotes can work in a trailer too (rarely used)
  • Use the key soundtrack if you can in order to relate to the radio airplay
  • A sustaining trailer might help after opening (quotes…)
trailering strategy
Trailering strategy
  • Role of length to ensure your position ?
  • Targeting the movies and the theatres it should play into
  • Buy the space where you cannot get it
  • Organise deals to get more : contests...
  • Play the music video on screen
  • Play in the lobby video monitors
  • Tie in with programming
  • Attach to another movie
  • Technical Dolby, rotation,
in theatres material
In theatres material
  • Standees
  • Postering starting as early as you may (10 max !) different sizes
  • Lobby display £;$… and front house
  • Pictures
  • Leaflets, magazine special, postcards, stickers, tattoos etc
  • Quotes reproductions : they can read !
  • Volume 3D material
  • Movie theatre magazines
trade marketing
Trade Marketing
  • Advertise the date and campaign in the trade press
  • Use the conventions to show your trailer film marketing plans...
  • Involve the circuits and the exhibitors in the marketing
  • Menus
  • Exhibitions of pictures props
  • Debates with the audience
  • Bring them the cast
  • Organise contests (sleepless in Seattle, Id4…give them prizes)
a striking radio campaign
A striking radio campaign
  • A world apart from commercial radio campaigns
  • A special tone that tells “MOVIE”
  • Bring variety : the cast, the story, the angles, the experience the viewer will live
  • Use crowd reactions or quotes
  • The only medium where you can play with the movie
media tie ins
Media Tie Ins
  • Radio sponsorships : when, which one
  • Negotiation process
  • Groups
  • Logos value.
  • More ad space, editorial
  • Contests : write, call and win T shirts, spend a night in count Dracula castle, free tickets, premieres and parties, interview Tom Hanks
media tie ins1
Media Tie Ins
  • Contests goodies : piece of ID4 mother ship T2 pinball, books, video games, trips…
  • Gifts as a way to get more space or communicate your target and positioning (kids media)
  • Contests as a way to exist in the media when they are reluctant to review the movie
commercial promotions
Commercial Promotions
  • The licensees
  • The promotional partners : Zorro
  • Interact, inform, exchange
  • Mutual marginal benefits new places...
  • Screenings and tickets : J.Park
  • Limits : product endorsement...
  • How vital is that really?
tie ins with the music
Tie Ins with the music
  • A powerful way to hit the target
  • Timing (record/film) are different, spending too
  • Music movies the Doors, La Bamba, That Thing you do
  • Movies with music colour : R&J
  • Musicals : Evita
  • Music history : Ludwig van B.
music tie ins
Music Tie Ins
  • An added access to publicity in magazines, TV (clip) and radio (the soundtrack of…)
  • A combined effort to get POS in record shops, Hi Fi shops
  • An easier access to discos and clubs
  • An easy trade tickets / CD
usual tie ins
Usual Tie Ins
  • Books and novellisations
  • Video Games when timing allows
  • Toys a strong but seasonal way to reach kids and mothers in hypermarkets
  • Fast food chains
  • Cerruti Clint, Jack…
  • Nestle (Disney) and cereals : kids teenagers products and family products
create and develop your own by products
Create and develop your own by products
  • Telephone and minitel
  • Dracula watches, 3D objects, wood medals
  • Books of pictures from the movie
  • and more
screening the picture
Screening the picture
  • Work on opinion leaders to make your movie the talk in town
  • Senate, parliament, ministers, President, princes, key journalist or media
  • Jet set and marketing community
  • Let those do the PR job and exploit it (radio interviews, quotes and sell for 2M $ a year)
screening to public audience
Screening to public audience
  • Get advance word of mouth and awareness when you trust the movie to be n°1 salesman
  • A few cases : the truth about cats and dogs Sleepless
  • How wide
different ways of selling tickets
Different ways of selling tickets
  • The price as marketing element is solely in exhibitor hands
  • Eventful : premiere strategy day before morning, night…
  • Pre selling as a concert : Evita
  • Pre selling as a product : Star Wars re issue
  • A ticket for 2 romantic movies
  • A ticket for the pregnant look who’s talking
  • A ticket to donate to charities : Philadelphia
  • Work with the exhibitor
buzz with @
Buzz with @ ?
  • Create a site for your movie and talk to your audience.
  • 60 000 new webers a day in the states
  • How, how much
  • Make sure you communicate about it online and with main media
  • Feed the beast web cam, live interview, contests, gather all your partners
@ few good sites
@ few good sites
  • The majors and keys players have US based sites
  • The trade press Variety, Hollywood Reporter, Hollywood online,
  • Aint it cool news
  • Imdb, ACNielsen, Allociné
  • Starwars
  • The N°1 marketing tool
  • Publicity strategy and media planning : comedy, romantic, kids
  • The media interest : journalist, promotion and advertising
  • The standard tools : press kit, EPK, APK, pictures selection, clips and excerpts
  • Feeding the media with relevant unique angles : the true story, the place, the sociological, the figures, yourself as a spokesman...
  • Co produce the TV show
work with talent
Work with talent
  • On location publicity for early breaks
  • Set visit (Hook) and interviews
  • International press junkets
  • Talent touring blood sweat and …coverage
  • Exclusivity, one to one, press conference, national vs..regional
  • Can you bring them to the crowds and in the province Jane Fonda or Mr X?
  • Handling the Go Between
  • The 10 000 $ suite
publicity handling
Publicity handling
  • Evaluate the dosage and the progression
  • Show or not show the movie
  • When the journalist does not like the movie can you find another one
  • Can you fight back: My example with Libération /Doors made Variety front page
  • Is there something to say about the movie
the film festivals
The Film festivals
  • Cannes
  • Deauville
  • Venice
  • Berlin
  • Costs and stress : mostly both
  • Be ready for the race for publicity
  • World-wide benefits : Boyz n the hood 20 M$, Cliffhanger, LAH
advertising strategy
Advertising Strategy
  • Amount 2 to 9 MFF
  • Timing : create anticipation climaxing at opening day
  • Prior opening 80 % , 20% sustaining
  • Media selection : mass media Posters and TV if you may buy it : 60 %, radio 20 %, dailies and guides15 % cinema 5 %
film promotion partners
Film promotion partners
  • Advertising Agencies
  • Trailer makers
  • Poster makers
  • Media buyers
  • Hot shops studios and free lances
  • Product placement companies
  • Promotion and tie in companies
art of buying
Art of buying
  • Making deals : partnership, screening, volume buy, exclusive buy, floating, last minute poster buy, provincial buy
  • Buying the right media, at the right time:merry Christmas and right place (concerts), centre of interests
things change
Things change
  • Media spending have grown
  • Media promotions and tie ins become standards
  • Competition grows tougher
  • Number of prints soar : spending follow
  • Pioneer area is over?
  • Role of multiplex
some figures behind the changes
Some figures behind the changes
  • Print numbers
    • 1994 : 14 movies with more than 300 prints
    • 1997 : 50 movies
  • Individual print costs decreased by a 30 % from 10 000 FF to 7 000 FF average
  • Total release costs for a 300 prints movie approx. 10 MF
  • Admissions
    • 1994 : the 14 movies generated 36 M admissions.
    • 1997 : the 50 generated 65 M admissions
  • Industry revenues in the same time grew 20 %
the strategy behind a few movies
The strategy behind a few movies
  • Addams Family
  • Baron Munchausen
  • ID4
  • Star Wars
  • Philadelphia
  • Lock up
  • Woody Allen Alice...
the end


And good luck to you all