new methods of marketing. objective explain how the film industry employs new technology to assist...
TRANSCRIPT
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New methods of marketing
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Objective
• Explain how the film industry employs new technology to assist in marketing films
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Marketing through the ages
1930sFilms are marketed using trailers,
press and posters
2000sAdvertisers use social media and
internet advertising to raise awareness of their products
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Traditional marketing
• Above the line (the company makes commission)
• Mass media• Large groups of people• Companies like Pearl and Dean (cinema
advertising) or JC Decaux (billboards)• Agencies create marketing products and sell
them to advertising companies
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‘Modern’ marketing
• Social media• Websites• YouTube• Smartphone apps• Synergy – merchandise/endorsements etc.
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Case Study 1 – The Blair Witch Project
• http://blairwitch.com/ • An early example of the power of the internet• $500k budget• $248 MILLION worldwide
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Case Study 2 – Toy Story 3
• http://mashable.com/2011/02/18/toy-story-3-social-media/
• Aimed at adults and children using a range of smart marketing strategies
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Case Study 3 – The Dark Knight
• http://gothamcablenews.com/
• Combines hoax websites with traditional marketing
• Expensive; in a media-literate online universe provides the means to spread information quickly
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The good side of marketing
• Harry Potter• Win for everyone – writer; stars; Britain;
Warner Brothers…• Synergy and tie-ins• Merchandise
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When marketing goes wrong
• http://www.bbc.co.uk/news/uk-england-hampshire-17350103
• Purchasing the rights to something often leads to companies protecting their investment aggressively, which ironically is more destructive than creative.
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How do companies use new technology?
Explain in your own words how the film industry uses new technology to market its products.