celebrating celebrity marketing
TRANSCRIPT
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Celebrity Marketing
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Overview
• Talent agencies negotiate salaries and other perks for celebrities.
• These agencies find and secure the best possible roles, money, and other benefits for actors.
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Factors Affecting Salaries
• Popularity of Celebrity
• Position in Career
• Whether or not the actress/actor has just made a blockbuster film
• Overall Public Perception– Ex. Serious films/Art Films generate lower
salaries
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External Factors Which Determine Demand
• State of the Nation– Ex. 9/11, Spiderman
• Time of Year/Season– Ex. Independence Day premiered 7/4
• Economy– Ex. Disposable Income
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External Factors Determine Demand cont’d
• Public Opinion – ACNielson Study– “Positive reviews – almost half of all movie
viewers were influenced to see a film by a positive review.”
– “While only 29% said a negative review persuaded them to skip a movie.”
– “Only 1/3 decided on a film based on its positive box office results.”
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Determining Public Demand
• Marketing Research uses– Surveys
• www.gozing.com • ACNielson Study – survey of 10,000 households
– Opinion polls• http://www.the-movie-times.com/thrsdir/question.html
– Test Screening• Ex. Ghost
• Secondary Research– Previous films, actors, directors, etc.
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Results of Marketing Research
• MR determined Titanic and Forrest Gump would be huge hits
• Biggest impact on the budget is quality determined by director and producer– Cast/talent, equipment, editing, location
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Movie Budget Statistics
• http://www.the-numbers.com/movies/records/budgets.html
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Gross Earnings (millions)
• Top 5 Male Actors1. Harrison Ford - $118.6 (25 films)
2. Tom Hanks - $109.4 (25 films)
3. Mel Gibson - $104.3 (30 films)
4. Robin Williams - $102.9 (27 films)
5. Tom Cruise - $100.4 (20 films)
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Gross Earning (millions) cont’d
• Top 5 Female Actors1. Julia Roberts - $86.9 (21 films)
2. Carrie Fisher - $79.2 (17 films)
3. Whoopi Goldberg - $62.5 (25 films)
4. Drew Barrymore - $60.3 (23 films)
5. Sally Field - $56.3 (24 films)
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Questions?
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Why is marketing research significant in the process of determining a celebrity’s salary?
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Give an example of a movie that was expected to be a hit but resulted in a flop. So you think that marketing research was conducted properly or at all?
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The producer of Titanic is thinking about producing Titanic II, but wonders what the audience response would be to the sequel. Define the management decision problem.
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Define the marketing research problem corresponding to the management decision problem you have identified.
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Based on your problem definition, identify two research questions and develop two hypotheses for each question.