Mediated Entertainment

Chapter 14

Movie Audience Segments

» Gender» Ethnic» Age» Special circumstances» Genre» Special interest

» Gender» Ethnic» Age» Special circumstances» Genre» Special interest

Selling Films

Roles of marketing strategies of:» Trailers» Tie-ins and merchandising» Stars» Screenings, sneaks, reviews» Ratings» The Internet» Oscars

Roles of marketing strategies of:» Trailers» Tie-ins and merchandising» Stars» Screenings, sneaks, reviews» Ratings» The Internet» Oscars

Geisha licensing surpassed movie revenues

Reviews and Thumbs Up

More Strategy Roles

» Niche audiences» Venues» Aftermarket sales» Film festivals» Global film market

» Niche audiences» Venues» Aftermarket sales» Film festivals» Global film market

Creating a Promotion Budget

» Potential gross» Audience makeup» Gross of similar genres» Anticipated revenues from foreign

or video sales» Number of screens used for release» Number of markets included in

release

» Potential gross» Audience makeup» Gross of similar genres» Anticipated revenues from foreign

or video sales» Number of screens used for release» Number of markets included in

release

Movie Economics

» Seasonal demand patterns» Local cost of movie tickets» Market share application

insignificant» Cultural discounts low» Licensing fees overshadow

theatrical releases

» Seasonal demand patterns» Local cost of movie tickets» Market share application

insignificant» Cultural discounts low» Licensing fees overshadow

theatrical releases

Licensing Sponge Bob

Revenue Generators

» Conventions» Financial foundations» Labor unions» Distributors» Revenue recognition factors» Big picture accounting

» Conventions» Financial foundations» Labor unions» Distributors» Revenue recognition factors» Big picture accounting

Movie Industry Threats

» Piracy» Pricing

» Piracy» Pricing

Marketing TV Programs

Audience segments:Ethnic groupsAge and lifestyle cohorts

- Teens- Boomers- Kids- Gays

Audience segments:Ethnic groupsAge and lifestyle cohorts

- Teens- Boomers- Kids- Gays

Seinfeld and friends receive awards

What do audiences watch?

» Reality TV Docu-soaps Celeb-reality Game shows Sports shows Multiple combinations

» Reality TV Docu-soaps Celeb-reality Game shows Sports shows Multiple combinations

Survivor Success Factors

» Co-branding with travel destinations» Creating hype during auditions» Maintaining seasonal secrecy» Promoting by ousted members» Spot commercials for previews» Active Web presence» Finales and reunions

» Co-branding with travel destinations» Creating hype during auditions» Maintaining seasonal secrecy» Promoting by ousted members» Spot commercials for previews» Active Web presence» Finales and reunions

Other Genres

» Sitcoms - gaming used to promote and retain audiences

» Miniseries - Sci-fi hits with 18 to 49 group

» Sitcoms - gaming used to promote and retain audiences

» Miniseries - Sci-fi hits with 18 to 49 group

TV Show Promotion

» Placement positioning strategiesStableComplementaryCompetitive

» Placement positioning strategiesStableComplementaryCompetitive

Promoting to religious audiences

Threats to the TV Industry

» Podcasting» Audience-generated content

» Podcasting» Audience-generated content

Product Placement

» Branded entertainment» Products placed in films» Products placed on TV» Plot placement» Product promotions for TV» Placement evaluation methods

» Branded entertainment» Products placed in films» Products placed on TV» Plot placement» Product promotions for TV» Placement evaluation methods

Evaluation Criteria

» How will show generate high ratings?» How likely is show to be purchased by

another network?» How will show increase sales?» How will brand integration work into the

story line?» How will the network marketing

extensions increase brand sales and show ratings?

» How will show generate high ratings?» How likely is show to be purchased by

another network?» How will show increase sales?» How will brand integration work into the

story line?» How will the network marketing

extensions increase brand sales and show ratings?

Ratings soar for Desperate Housewives

Advertising Strategies

» Product films» Engagement-on-demand video» Experiential marketing» Experiential movie trailers» Immersive advertising» Cell phone entertainment and

promotion

» Product films» Engagement-on-demand video» Experiential marketing» Experiential movie trailers» Immersive advertising» Cell phone entertainment and

promotion

Questions

» When marketing a film that has no top star billing, what strategies would you use to position and promote the movie to a national audience? Global audience?

» What are the various ways marketers use the Internet to promote a TV show or movie? Which medium is most reliant on the Internet? Why?

» When marketing a film that has no top star billing, what strategies would you use to position and promote the movie to a national audience? Global audience?

» What are the various ways marketers use the Internet to promote a TV show or movie? Which medium is most reliant on the Internet? Why?