Marketing to Moviegoers : A Handbook of Strategies and Tactics, Third Edition

While Hollywood executives spend millions of dollars making movies, even more money is poured into selling those films to the public. In the third edition of his comprehensive guidebook, Marketing to Moviegoers: A Handbook of Strategies and Tactics, veteran film and TV journalist Robert Marich plumbs the depths of the methods used by studios to market their films to consumers. Updates to the third edition include a chapter on marketing movies using digital media; an insightful discussion of the use of music in film trailers; new and expanded materials on marketing targeted toward affinity groups and awards; fresh analysis of booking contracts between theaters and distributors; a brief history of indie film marketing; and explorations of the overlooked potential of the drive-in theater and the revival of third-party-financed movie campaigns. While many books have been written on the business-to-business aspect of film promotion, Marich’s volume is one of the few that focuses on the techniques used to sell motion pictures to those in a position to truly make or break a film—the public. A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, Marketing to Moviegoers is a must for all professionals and students in today’s rapidly evolving film industry. The most important part of the movie ecosystem--the audience--finally gets the "star" treatment in a book about the film business. This handbook offers clarity and insight into the complicated movie marketing process and provides practical solutions and strategies that filmmakers and film marketers can adopt. Examples from actual marketing campaigns and interviews with well-known industry executives provide a complete understanding of marketing to moviegoers. A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, Marketing to Moviegoers is a must for all professionals and students in today's rapidly evolving film industry.--From back cover Cover 1 Title Page 4 Copyright 5 Contents 6 Figures 8 Tables 10 Acknowledgments 12 Introduction 16 1. Creative Strategy 21 2. Market Research 58 3. Traditional Media Advertising 92 4. Marketing in Digital Media 127 5. Promotional Tie-Ins and Product Placement 162 6. Licensed Merchandise 196 7. Publicity 226 8. Distribution to Theaters 266 9. Exhibition 302 10. Major Studios 334 11. Independent Distributors 351 12. Foreign-Language Films 384 13. Prints and Advertising Funds 405 Glossary 414 Index 424 Author Biography 433 Back Cover 434 Creative Strategy -- Market Research -- Traditional Media Advertising -- Marketing In Digital Media -- Promotional Tie-ins And Product Placement -- Licensed Merchandise -- Publicity -- Distribution To Theaters -- Exhibition -- Major Studios -- Independent Distributors -- Foreign-language Films -- Prints And Advertising Funds. Robert Marich. Includes Index. Mode Of Access: World Wide Web.