2. • A marketing campaign is divided into
three areas:
• Advertising
• Publicity
• Promotions
Marketing a Campaign
3. • These are for advertising
• The distributor would pay a certain amount of money to
buy advertising space.
• On TV, Radio, Magazines, Newspapers, online
• They know what they are
getting for their money.
Above-the-line costs
4. • Publicity and promotions are below the line costs.
• Publicity includes bringing US stars across, in hope of
getting good
coverage from the media.
• Its not guaranteed though and it’s a risk.
• Promotions are set up with another company, called a tie
in.
Below-the-line costs
5. • The poster and art work
• Might start with a ‘teaser’ poster which aims to
arouse the audiences interest.
• The main poster will have the key image from the film
and should intrigue the audience letting them know –
director, stars, genre and dramatic content.
Advertising
14. You're such a tease: can film trailers
reveal too much too soon?
• http://www.guardian.co.uk/film/filmblog/2012/sep/21/film-teaser-trailersprometheus-marketing?INTCMP=SRCH
16. • Posters also contain writing, catchphrases known as
‘taglines’
• Awards, directors names and stars
• Also quotes from good reviews of the film.
The copy
17. •
•
•
•
Shows in cinemas 6 weeks before release
Overall impression, highlights stars/genre etc
Teaser trailers.
As discussed, where else do we see trailers etc ?
The Trailer
18. • The distributor will want to buy as much media
advertising space appropriate for the film.
• Each medium must tie in with other advertising,
newspaper based on poster and TV on trailer.
• Vital that the right media outlet is chosen and research
will have already shown the right target audience.
Media Advertising
19. • This involves gaining attention for the film.
• Press Kits- sent to journalists, include authorised stills,
cast and crew, biographies and filmographies of stars and
director.
• EPK’s- Electronic press kits more popular now, which
includes audio and visual clips.
Publicity
20. • Touring the stars of films is usually expensive.
• Distributor plans their tours down to the last hour,
making the best use of their time.
• Making sure the spread of media is even, no clashes
and they don’t overlap with media forms with similar
readerships.
Star Interviews
21.
22.
23. • Press screenings
• Gala premieres and film festival releases
• Premieres, normally generate a lot of media attention
with a red carpet and celebrities in attendance.
• Free special screenings, advertised through media
outlets popular with target audience.
Other publicity
24. • Stars wars paved the promotional way.
• Toys, clothes, and gimmicks such as pencil cases and
lunchboxes.
Merchandise and promotional
campaigns
25. • Research has proven that they key factor which will get
audiences to see a film is…….WORD OF MOUTH.
Lastly
