Marketing Methods and Promotional Tools: Creative Strategy – 8/12
Positioning Studies Positioning studies are something of a newer trend in Hollywood and are based on developing a detailed marketing plan at a very early stage in a film’s production – during the phase of the script and cast. When distributors want to get a head start, they order these positioning studies in order to help them identify alternatives for marketing a film to target segments. This also helps in predicting and assessing a given film’s overall economical position and force..
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Test Screenings Also called preview screenings, this is a popular method of market research when a film is nearly finished or done. Mainly carried out in Los Angeles suburban areas, a selective demographic audience is invited to one of these screening and is usually paid for their participation. The cost of conducting such a screening usually costs anywhere between $7,000 to $15,000 USD for an audience between two and four hundred persons. These screening have two major objectives, the first finding out the degree of playability of the film itself, meaning if it is viewable (does not bore...
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Market Research Market research is designed to help shape the outline of the entire Marketing Strategy. It is a prominent tool, without which, movie marketers would be guessing an outcome of a film, and the success to failure rate would be a complete question mark every time. Market research is just as important as any other element in a movies existence because it has to do directly with people, and films are made for people, regardless how independent or new-wave a filmmaker may consider themselves. The fact remains, films are made for the general public, and based on their opinion, that...
Read MoreMarketing Methods and Promotional Tools: Creative Strategy – 5/12
Film Titles An interesting and intriguing title may be the most single effective element in a broad marketing spectrum pertaining to a given film’s campaign program. Due to the fact, film titles are always being dished up to ‘consumers’, whether it be on TV, print ads, or outdoor advertising, a thought-provoking film title is very often the sole reason why a person may end up going to the cinemas to see that movie. It is widely said, within the industry, that despite a title often being a what is known to be ‘working title’, as soon as the first take is shot on set, that title begins to...
Read MoreMarketing Methods and Promotional Tools: Creative Strategy – 4/12
Marketing Preparation List When it comes to creativity in movie marketing, as David Stern, owner of Culver City-based Create Advertising Group said, “You want to hit an emotional chord” […] “Can you get someone to feel something?” People attending cinemas want to be told a story. 3D, sound effects, stunts, known actors, car races etc. will not have an effect if there is no plot to back all those things up. That is why the following list is crucial for marketing know-how when preparing a major studio (and not only) release: • Are there well-known stars-actors and a director, for example-and...
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