#5 - Marketing


Text Box: What do you need to be aware of? • The different types of marketing strategies used by the institution. • The impact of media ownership on marketing. • The impact of technology marketing.
Marketing is a part of a film’s distribution and is the responsibility of the film distributors.

What is marketing?
Raising audience awareness and anticipation of a new release

Films have to be marketed and advertised to be successful.
Text Box: How many ways can you think of to market a film? Advertising Celebrity endorsement Premier Interviews

Big budget films with a lot of money to spend on marketing can afford to use any marketing strategy!
—  List the marketing strategies a big-budget film could use.
Low budget films have very little money to spend on marketing. They often use online methods and guerrilla marketing tactics.
—  List the marketing strategies a low-budget film could use.

Big Budget
Low Budget
Using better known actors
Using better technology, directors, scenery
Creating a good plot, straight to the point
Text Box: What adjectives would you use to describe the big budget marketing campaign and low budget marketing campaign? For big budget there would be more advertisement and possible interviews to promote the movie where as low budget has to be a lot more aware of their spending as high budget is more likely to have a following just through there advertisement.

Saturated 360-degree marketing:
·         When a marketing campaign is intense and global, usually starting 18 months before the film’s release.
·         It uses every available platform to market the film

Text Box: What do you think is the most effective method or platform to market a film? Using interviews with well-known host or promoting with the use of advertisements will help boost sales  

In December 2014, during a show in Sydney, Australia, Ice Cube gave concertgoers a sneak peek at a trailer for Straight Outta Compton.

On February 8, 2015, Universal released the first official trailer for Straight Outta Compton. The red band trailer was preceded by an introduction featuring N.W.A members Dr. Dre and Ice Cube.[57] A second global trailer for Straight Outta Compton was released on April 1, 2015, and was attached with theatrical screenings of Universal’s Furious 7
 Text Box: What is the purpose of teaser trailer and poster? To get fans hyped up for the movie to create a early fan base, also fans can feel as if they are closer to actors as they are showing them. Also to see if they are interested

Text Box: Evaluate the effectiveness of this strategy – do you think that creating alternative trailer is a good idea? Why? This way it can branch out to each types of ethnicity most effectively. And gain a customer base. Creating alternative trailers also gives a bit of diversity for other viewers to watch. 'Straight Outta Compton' had different Facebook trailers for people of different races

—  Adverts or interviews with the stars of the film in the print media (newspapers and magazines), including feature articles about the film, along with posters and billboards advertising the film.
—  Press releases announcing the production of the film, and then the film release
—  Actors on talk shows to promote the film, for example the Ice Cube on Jimmy Fallon
Text Box: Analyze this magazine cover – in what ways does it help to promote the film and why is Ice Cube and Dr Dre a key part of the film’s marketing strategy? Dr dre and ice cube had a large following prior to the movie therefore fans of the stars are likely ot want to watch the movie because of them creating a fan base. Text Box: What needs might these promotional methods satisfy? The viewer’s expectations, what songs will be in the movie, to create hype and circulation to boost sales. Macintosh HD:private:var:folders:wp:l4038jyx62n537pnjbqfdzs1ktch0d:T:TemporaryItems:tmp698889985205469186.jpg

Fundamental terminology to explore the effect of media ownership on marketing


Cross media convergence
Diversification
The use of cross-promotion across different media formats to develop a franchise.

Diversification is the notion media companies expanding and branching out in to different areas of the media industry or other related industries.
The purpose of cross-media promotion and diversification is to appeal to a full range of potential audiences.

Good examples of cross media convergence
—  Magazine’s featuring exclusive interviews and feature promoting the film.
—  Film trailers being advertised on online platforms such YouTube.
—  TV channel broadcasting a special film featurette.
—  A film’s soundtrack

Straight Outta Compton: Music from the Motion Picture is the soundtrack to the 2015 film of the same name.[1] The album was released by Universal Music Enterprises on January 8, 2016 in digital formats. The soundtrack features songs that were mainly performed by N.W.A but also includes solo performances from N.W.A members Ice Cube, Eazy-E, and Dr. Dre (featuring Snoop Dogg).
Text Box: Why is the soundtrack an effective method of promotion? The soundtrack is a effective way of advertising the movie seen as the movie is about NWA the music group and it uses there songs to create a nostalgic feel to the movie, especially as people are fans of the stars beacus eof thir musical present.  
A good example of diversification is merchandising

·         Merchandise - Toys, lunch boxes, soundtracks cds etc. any product sold with the film’s logo or imagery on that help to market the film.
·         The use of merchandise and official products to promote the film.

Beats Headphones
Beats created a special edition of its studio wireless headphones for Straight Outta Compton. The headphones are black with the logo of the movie on the band. They are for sale for $379.95 on the Beats website.





Why might the Beat headphone be an effective piece of marketing? In what ways does this promotion reveal the role example of media ownership? [tip: who created Beats and what links do they have to the film and what company owns Beats]
DR DRE is the owner of beats music therefore it is used in a conglomerate with the movie to help boost sales and gain advantages of sales

 

In what ways does the film’s distributor being part of a conglomerate help with cross media convergence and diversification?
It helps reduce cost and give advantages as because they are both benefiting each other with the features they provide such as advertising.
 
 






















Developing symbiotic relationships

Symbiotic A relationship between people or organizations that depend on each other equally
Text Box: What is product placement? Product placement is a practice in which manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured in films and television programmes.

Product placement is an example of covert and embedded advertising.

What are possible strengths and weaknesses of using product placement for marketing?
Strengths
Weaknesses
It helps film companies be able to pay for content creation. 
 When done correctly, it enhances the viewing experience. 
 When done correctly, it enhances the viewing experience. 
 It creates a greater awareness for the brands that is positively associated with a good movie. 
It can interfere with the plot of the movie.
 It creates a cluttered screen. 
 It is expensive.
 Competitive brands can cancel each other out. 
Provide details of product placement deal used in Straight Outta Compton [do research and avoid using the trailer to help you] using brands which would p[ay for them to be used such as


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