Marketing to Moviegoers: A Handbook of Strategies Used by Major Studios and Independents

Overview

Marketing to Moviegoers: A Handbook of Strategies Used by Major Studios and Independents is an essential guide to film marketing. As digital technology makes it easier to produce films, the volume of films continues to grow, making it more and more difficult to ensure that each individual film has an audience. This book describes how major studios and independent distributors develop a targeted marketing plan--including creating advertising materials, buying advertising for multimedia campaigns, mounting integrated publicity campaigns, and conducting consumer research--for each film that will inspire confidence in and generate excitement among investors and distributors and enable the film to be seen by the public.

Marketing to Moviegoers offers clarity and insight into the complicated movie marketing process and provides practical solutions that filmmakers can apply to their own films and strategies that film marketing executives can adopt. The use of real-world information, such as examples of and data from movie advertising campaigns of varying sizes and budgets, including independents, and interviews with well-known film industry executives provide a complete understanding of the theory and actual practice of the movie marketing process.

Marketing to Moviegoers will be an invaluable resource for film marketing executives, Hollywood executives who need to understand theatrical distribution, consumer product marketers that participate in tie-ins with movies, aspiring filmmakers, and students who want to

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Author Information

Bio of Robert Marich

Author Robert Marich has more than two decades of journalism experience covering the film and TV businesses while based in Los Angeles, New York, and London. He served as editor of film newsletter "Variety Deal Memo," and also as international and business editor at "The Hollywood Reporter." Earlier, he held full time reporting positions at "Advertising Age" and "Investors Business Daily." Marich is a regular contributor to "Variety" and London-based media researcher Informa Media, for whom he wrote the syndicated research report on pay TV movie rights entitled "The European Commission vs. the Hollywood Studios." His freelance articles have been published in the "Los Angeles Times" and "Forbes". Raised in Oak Park, IL, he is a graduate of Bradley University with a degree in Journalism. He lives in Westchester County, N.Y. with his wife and son.

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Additional Info

Imprint

Focal Press

Filesize

7.23 MB

Number of Pages

312

eBook ISBN

9780080491776