Marketing to Moviegoers: A Handbook of Strategies Used by Major Studios and Independents
Author(s): Robert Marich (Author)
Publisher: Routledge
Publication Date: 18 April 2005
Edition: 1st
Language: English
Print length: 312 pages
ISBN-10: 0240806875
ISBN-13: 9780240806877
Book Description
“Marketing to Moviegoers” is the essential guide to film marketing. Although there are many resources available about how to make a film, there are few about how to get your film seen once it’s made and none that reveal the closely-guarded marketing secrets of the major motion picture studios. The author goes right to the source and provides data, quotes, and insights from high profile industry professionals and information on market research that the major studios don’t want the moviegoing public to know. This book will be indispensable for film marketing executives, consumer product marketers, students, and people new to the filmmaking field. It provides practical data, such as templates for advertising campaigns of different sizes, solutions, and an insight into the complicated movie marketing process. Armed with the strategies that Hollywood professionals would prefer not to share, film professionals and marketing professionals alike will have a leg up in this complicated business.
Editorial Reviews
Review
“Bob Marich is one of the most respected trade journalists covering the movie industry today. “Marketing to Moviegoers” is a distillation of his wide-ranging knowledge that touches all the key issues in a breezy, quick-reading style.” Ira Mayer, Publisher, Entertainment Marketing Letter & The Licensing Letter “…An excellently-written, deeply researched manual which every producer should read.” Screen Finance Newsletter “I am using ‘Marketing To Moviegoers’ in a graduate Producers Program class that I teach at UCLA. The graduate students use it to design marketing positioning statements for their required thesis project reports. ‘Marketing to Moviegoers’ provides a cogent and extremely pragmatic discussion of studio marketing practices.” – Denise Mann, Associate Professor and Head, UCLA Producers Program “This is an excellently-written, deeply research manual which every producer should read. It takes the reader though every facet of the marketing campaign from research to product placement to how much money the studio pockets when its film is playing in your local multiplex.” – Screen Finance, 19-year-old London-based fortnightly newsletter.
From the Back Cover
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 learn about the process from a practical point of view.
About the Author
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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