MARKETING MANAGEMENT ASSIGNMENT

FILM MARKETING STRATEGIES

Submitted to
Dr. G Muruganantham
Assistant Professor
National Institute of Technology, Trichy

Submitted by
Navneet Hari
215116062

NATIONAL INSTITUTE OF TECHNOLOGY, TIRUCHIRAPPALLI

 INTRODUCTION
Film promotion is the practice of promotion specifically in the film industry, and usually
occurs in coordination with the process of film distribution. Sometimes called the press
junket or film junket, film promotion generally includes press releases, advertising
campaigns, merchandising, franchising and media, and interviews with the key people
involved with the making of the film, like actors and directors. As with all business, it is an
important part of any release because of the inherent high financial risk; film studioswill
invest in expensive marketing campaigns to maximize revenue early in the release cycle.
Marketing budgets tend to equal about half the production budget. Publicity is generally
handled by the distributor and exhibitors.

TECHNIQUES

In theaters
Trailers are a mainstay of film promotion, because they are delivered directly to
movie-goers. They screen in theatres before movie showings. Generally they tell the
story of the movie in a highly condensed fashion compressing maximum appeal into
two and half minutes.
Film posters
Slideshows - stills, trivia, and trivia games from the film, shown between movie
showtimes.
Standees (freestanding paperboard life-size images of figures from the film)
Cardboard 3D displays, sometimes producing sound

Television and radio

Hollywood movie distributors spend about $4 billion a year to buy paid advertising (30-
second TV commercials, newspaper ads, etc.) and over half that total is placed on
broadcast and cable TV, which are the main vehicles for advertising movies to audiences.
TV is effective because it is an audio-visual medium like film and can deliver a vast
audience quickly, which is crucial because films typically dont linger in theaters more
than 46 weeks, according to Marketing to Moviegoers: Second Edition.
Product placement: paid active or passive insertion (as on-set posters, and action figures)
of film brand in drama or sitcom shows, or as passing mentions in dialogue. For
example, 20th Century Fox commissioned an I, Robot-themed motorcycle, featured on
two episodes (2:17, 2:18) of American Chopper. The film Memoirs of a Geisha was
placed throughout an episode of the TV show Medium.
Extended placement: full episodes of television talkshows (Oprah), entertainment news
programs (ET), or network news programs (20/20), devoted to compensated exposure of
the film, stars, clips, director, etc.
In addition, interviews with actors and directors which are filmed en masse at a hotel
with local and national entertainment reporters which are featured on local
 newsshows, programs on cable networks, and series such as Byron Allen's series of
entertainment series like Entertainment Studios.
Production and paid broadcast of behind-the-scenes documentary-style shows, the type of
which are mainly produced for HBO, Showtime, and Starz
Advance trailers, longer previews, or behind-the-scenes footage on rental videos and
DVDs

Internet

Virtual relationship hyperlink marketing, wherein a major search engine (like Yahoo's
main page) offers articles seemingly presenting interesting news related items, but which
are actually back-end loaded with a links page containing multiple "mental references" to
film characters, storylines or products. Example: Bond, Transformers, etc..., are
connected to scientific invention news stories about advanced weaponry or robotics
discoveries, which quickly leads the reader to pages loaded with the latest 007 or
Megatron movie clip or art director's fantastical ideas and designs, thus hooking readers
with a "bait and switch" story.
Creation of standalone studio-sponsored per-film websites such as "example-the-
movie.com".
Online digital film screeners: These digital film screeners have the benefit of letting you
send individual copies of your film or a promo to the press, sales agents, distributors etc.
Using them its simple to send individually controlled copies of your film to various
recipients with different expiry dates. Along with the security of individual expiry dates,
you can see reports of who viewed your film and track their viewing of the film.
Viral marketing: free distribution of trailers on movie-oriented websites and video user-
generated-content websites, and rapid dissemination of links to this content by email and
blogs. Includes alleged leakage of supposed "rushes" and "early trailers" of film
scenes. Sometimes, the efforts go further such as in the lead time to the successful
premiere of the film, The Muppets which was preceded by several original film
shorts on YouTube over a number of years while the film was in production.
Creation of Internet Marketing campaign using Paid Advertisement and Social Media
Marketing

Print

Paid advertisement in newspapers, magazines, and inserts in books.

Cross-promotion of original book or novelization, including special printings, or new
cover jackets ("Now a major motion picture.")
Comic special editions or special episodes

Merchandising

Paid co-branding (Eragon in American Chopper-two episodes), or co-advertising (Aston

Martin and James Bond films)[6] of a product with the film
 Promotional giveaways: branded drink cups, toys, or food combinations at fast food
chains

Promotional tours and interviews

Film actors, directors, and producers appear for television, cable, radio, print, and online
media interviews, which can be conducted in person or remotely. During film production,
these can take place on set. After the film's premiere, key personnel make appearances in
major market cities or participate remotely via satellite videoconference or telephone. The
purpose of interviews is to encourage journalists to publish stories about their "exclusive
interviews" with the film's stars, thereby creating "marketing buzz" around the film and
stimulating audience interest in watching the film.
When it comes to feature films picked up by a major film studio for international distribution,
promotional tours are notoriously grueling. Key cast and crew are often contracted to travel
to several major cities around the world to promote the film and sit for dozens of interviews.
In every interview they are supposed to stay "on message" by energetically expressing their
enthusiasm for the film in a way that appears candid, fun, and fresh, even though it may be
their fifth or sixth interview that day. They are expected to disclose just enough juicy
"behind-the-scenes" information about the filmmaking process or the filmmakers' artistic
vision to make each journalist feel like he or she got a nice scoop, while at the same time
tactfully avoiding disclosure of anything truly negative or embarrassing.

Audience research

There are seven distinct types of research conducted by film distributors in connection with
domestic theatrical releases, according to "Marketing to Moviegoers: Second Edition." Such
audience research can cost $1 million per film, especially when scores of TV advertisements
are tested and re-tested. The bulk of research is done by major studios for the roughly 170
major releases they mount each year that are supported by tens of millions of advertising
buys for each film. Independent film distributors, which typically spend less than $10 million
in media buys per film, dont have the budget or breadth of advertising materials to analyze,
so they spend little or nothing on pre-release audience research. When audience research is
conducted for domestic theatrical release, it involves these areas:

Positioning studies versus other films that will premiere at the same time.
Test screenings of finished or nearly finished films; this is the most well known.
Testing of audience response to advertising materials.
Tracking surveys of audience awareness of a film starting six weeks before premiere.
Exit surveys questioning film goers about their demographic makeup and
effectiveness of marketing.
Title testing in an early stage.
Concept testing that would occur in development phase of a film before it is
produced.[7]
Marketing can play a big role in whether or not a film gets the green light. Audience research
is a strong factor in determining the ability of a film to sell in theaters, which is ultimately
how films make their money. As part of a movie's Marketing strategy, audience research
comes into account as producers create promotional materials. These promotional materials
consistently change and evolve as a direct consequence of audience research up until the film
opens in theatres.

FILM MARKETING USING SOCIAL MEDIA

Back in March, Ben Stiller and Owen Wilson made a splash at Paris Fashion Week. The two
actors surprised audience members and the internet when they walked down the Valentino
runway as their characters from ZoolanderDerek Zoolander and Hansel.

Instagram, Vine and Twitter soon exploded with the hashtag #Zoolander2, originally used on
Ben Stillers and Valentinos Instagram pages. Gifs, videos and images from the event
quickly hit the front page of Reddit.

Popular Viner Jerome Jarre was in attendance at the event. He was filming Stillers walk
down the runway when Stiller stole his phone in the middle of it and posed for the camera.
The vine instantly went viral and currently has over 25 million loops. While Jarre hasnt
confirmed he was part of an official marketing campaign, Stiller and Wilson appeared in his
Snapchats that same day and his Vine included the #Zoolander2 hashtag.

If the video was a setup, it was an incredibly clever marketing tool. Jarre has a huge
following on Vine8.4 million followers and counting. His fanbase was already in place. All
anyone working on the film had to do was get Jarre on board, sit back and watch the internet
rave about the sequel. The hashtag allowed people on various social networking platforms to
talk about the movie and generate buzz. The surprise of Stiller and Wilson making an
appearance at Paris Fashion Week made it impossible for fans not to tweet about the sequel.

Why Social Media Matters

Movie makers everywhere should be using social media to market their films if they arent
already. 74 percent of people in the 18-65+ age group are on social media, including
Facebook, Twitter, Instagram, LinkedIn and Pinterest. Marketers can use these social media
bases to reach several types of audiences. Instead of simply uploading a movie trailer to
Youtube, you can tweet about it, post movie stills onto Facebook, Instagram behind-the-
scenes moments and more.
Social Media is lucrative for movie marketers for the same reasons it appeals to many: the
ability to measure and interact with your audience on a two-way street of communication,
and the lucrative allure of going viral. If you can convince fans and movie-goers to talk about
your movie on social media, your audience expands.

Below are three real-world examples of movie campaigns that used social networks in
creative, fun, and impressive ways.

The Hunger Games

Shortly after The Hunger Games: MockingjayPart 1 was released last November, a dance
remix of the already popular song, The Hanging Tree, featured in the movie hit the
airwaves. The original acoustic version had already debuted at number 12 on the Billboard
charts. Movie execs clearly wanted to capitalize on this success. Both versions of the song
have gotten over 20 million views on Vevos Youtube page and they were both played on
radio stations across the United States.

Why was this a smart move by Lionsgate? Because the songs are catchy and people who have
no concept of what The Hunger Games is about might be interested in learning more about
the movie and books. Or, at the very least, share the song with their friends.

MARKETING IN JAMES BOND FILMS

Metro-Goldwyn-Mayer (MGM: up $0.10 to $14.55, Research,Estimates) and Eon

Productions are looking forward to cashing in on the superspy's style. The 20th Bond film in
the series, "Die Another Day," starring Pierce Brosnan as James Bond and Halle Berry as
Jinx (the latest Bond girl), arrived in theaters Nov. 22.

Already the most successful film franchise in history, taking in more than $8 billion at the
box office over four decades, the latest installment is "guaranteed to have a stellar opening
weekend," said Gitesh Pandya, editor at BoxOfficeGuru.com.

The film grossed an estimated $47 milllion -- the biggest opening for a Bond movie ever --
on its opening weekend.

Every new Bond film comes with new products and marketing tie-ins. "Die Another Day," is
no exception. MGM is spending $30 million on advertising, according to Variety, and has
enlisted more than 20 marketing partners who are reportedly contributing more than $120
million in worldwide promotions.

Here's a rundown of what you can expect.

Cars: From Ford with love

The last three Bond films featured BMW cars, but the latest film pays tribute to Bond's past
by having the secret agent drive an Aston Martin with a passenger ejection seat -- first seen in
"Goldfinger" in 1964.

Ford Motor Co. (F: up $0.60 to $10.81, Research,Estimates), which owns the Aston Martin
brand, has reportedly paid $35 million to outdrive BMW as the official Bond car. Bond
drives the $230,000 Aston Martin Vanquish V12 and Jinx is behind the wheel of a coral-
colored limited edition 007 Ford Thunderbird, $43,000. The carmaker plans to make only 700
of the Thunderbirds -- the first-ever vehicle to wear a "007" logo, which appears on the
dashboard.

And don't forget the villain, Zao, who drives a Jaguar XKR, also a Ford brand. There are
several other Ford cars appearing in the film, according to the automaker.

There is something for the Bond fans with a smaller budget. You can own a diecast replica of
the Thunderbird, Jaguar and Aston Martin Vanquish for $29.00. Another option: a radio-
controlled Aston Martin or Jaguar for $35.00 each from fordcollection.com.
Watches: Man with the Omega watch

You can check the time on one of 10,007 limited edition James Bond Seamaster watches
from Omega, for $2,195.

Robert Emmons, president of Omega, said that James Bond has a "remarkable impact on the
sales of Omega watches," adding that "people respond to Bond and want to own something
that he has." The Omega Seamaster watch has been seen on Bond's wrist and, thanks to a few
gadget alterations, helped him get out of some intense situations since 1995.

Omega is taking another step with a direct marketing promotion aimed specifically at James
Bond fans. Moviegoers nationwide will receive a unique movie theater "playbill" (similar to
those produced for Broadway shows) with the purchase of a "Die Another Day" ticket at the
box office. The "playbill" will contain information about Omega, the film, how to win 007's
watch and a trivia challenge.

If Omega is a little pricey, Swatch is introducing a collection of 20 watches themed after 20

Bond films. The watches are priced from $50 to $125 and a special collector's carrying case
is available to hold all 20 of them for $150.

Makeup: A look to kill

Attention Bond girls: Cosmetics company Revlon (REV: up $0.06 to

$3.95, Research, Estimates) is introducing a limited edition 007 Color Collection inspired by
favorite Bond movies.

"The Look of Jinx," played by Revlon spokeswoman Berry, and "The Look of Miranda
Frost," an MI6 agent, are inspired by the "Die Another Day" film.

In addition, Revlon is rolling out "The Looks of Bond," which will feature four different
makeup kits inspired by four different Bond films: "From Russia With Love," "Diamonds
Are Forever," "The Spy Who Loved Me" and "Goldeneye." You also could "Win Your Own
Bond Girl Adventure" in a sweepstakes on revlon.com

Vodka: Shaken, not stirred

In "Die Another Day," Bond still likes his martinis shaken, not stirred, but his vodka now is
courtesy of Finlandia, not Smirnoff.

"We were honored and thrilled to be part of Bond; Finlandia is the true global brand with 80
percent outside the U.S.," said Scott Reid, global marketing director for Finlandia, a unit
of Brown-Forman Corp. (BFB: Research, Estimates).

"Finlandia fits perfectly with the Bond image and ice-theme in the film," Reid added.

Want to know the secret of the James Bond perfect martini? Find out at finlandiavodka.com,
where you also can enter the perfect martini sweepstakes.
Video games: Live and let play

Do you secretly wish to be James Bond? Here is your chance in the action-packed "James
Bond 007: NightFire" video game, priced at $49.99. "This game will appeal to hard-core
game players as well as casual players. It will give Bond fans everything they're looking for:
gadgets, girls, guns and more," said Jerris Mungai of Electronic
Arts. (EA: Research, Estimates)

Books: For your eyes only

"James Bond: The Legacy" by John Cork and Bruce Scivally covers 40 years of Bond as
cinematic phenomenon. The book is your ultimate guide to 007, with rare photos and quotes
from actors and production teams. The suggested retail price is $49.95.

Another Bond book is a photographic essay by photographer Greg Williams, called "Bond
On Set," documenting the creation of "Die Another Day." A paperback copy can be pre-
ordered for $24.95.

MARKETING IN CHENNAI EXPRESS

Shah Rukh Khan and Rohit Shetty are the champions of marketing, so when they joined
hands for 'Chennai Express', it was expected that the film will take the advertising world by
storm. We have compiled a list of ten innovative ways through which the makers have
publicised 'Chennai Express'.

Posters in different languages: The film is going to be released in many languages and thus
the promoters developed posters for the respective language. It added a sense of
belongingness to the posters. The audience will be watching the film in several languages
including German, Spanish, Tamil and Telugu.

Game: The promoters of 'Chennai Express' have launched a game based on the film. It is a
move to tap the huge potential of the cyber games user base. The game app is available on
both android as well as java based phones. The user will fights roadside goons in order to
score points in the game.

Tie-up with products: Shah Rukh Khan is one of the leading actors when it comes to brand
promotion. He has been associated with a long list of products and many of them are going to
be featured in the film as well. His earlier film 'Ra.One' also saw Shah Rukh collaborating
with popular brands.

Promotion on TV: These days, Shah Rukh Khan is visible on the small screen in serials and
shows with high TRP. He is continuously giving interviews and talking to the participants but
he never loses his charm and trademark smile.
Interactive movie channel: A media house is going to launch its interactive movie channel
with 'Chennai Express', a huge feat to achieve for any film. Shah Rukh is known for his
undying spirit and grace, so this move will help the movie channel in becoming a brand.

A new range of sarees: The star-cast of 'Chennai Express' launched a new line of sarees that
have designs similar to Deepika's sarees in the film. If reports are to be believed then the
'Chennai Express' merchandise are in demand in the market.

Snacks: No matter where are you watching 'Chennai Express', you will get a chance to
satiate your taste buds with your desired foods. The cinema halls will serve snacks carrying a
local flavour in different metropolitans.

Lungi dance: This song was composed for the promotional drive of 'Chennai Express' but it
has become one of the chief attractions of the film. Yo Yo Honey Singh has come up with a
catchy tune and it is likely to fetch benefits for 'Chennai Express' at the box-office.

The Rajini brand: 'Lungi dance' is a very well planned marketing move. Shah Rukh Khan's
film is based in South India where Rajinikanth's name matters a lot. SRK had tried the same
trick in 'Ra.One' as well.

Fashion shows: Shah Rukh was recently spotted at a fashion show walking the ramp, an
alien territory for him, but everything is fair in love, war and film promotion.

CONCLUSION

We have studied the different techniques used in the marketing of films. Also we studied that
films can be used for marketing of brands endorsed in the respective films. Therefore film
marketing can have the dual meaning of marketing of films as well as marketing through
films. We have also looked upon the film marketing in global context through the case
example of James Bond films marketing strategies. Also we have looked upon the film
marketing strategies in Indian context through the case example of Chennai Express film
marketing.
 REFERENCES

Marketing to Moviegoers; A handbook of Strategies and Tactics (3rd Edition) by

Robert Marich

The Contemperory Hollywood Film Industry by Paul McDonald and Janet Wasko

https://www.wikipedia.com

https://www.tintup.com

https://www.cnn.money.com

https://www.imdb.com

https://www.news18.com

https://www.firstshowing.net