1. Miller, Govil, McMurria, and Maxwell Marketing Hollywood

2. Four phases of Hollywood Production Distribution Exhibition 1 Vertical integration 2 Locus and marketing 3 TV 4 Consolidat- ion

3. Marketing Hollywood Structural uncertainty Heavy investment in marketing and audience research http://www.imdb.com/title/tt0299930/?ref_=fn_al_tt_1

4. Marketing Hollywood Fourth Phase Production Distribution Big studios and big independents UIP, Fox, Warner Bros, Buena Vista, Columbia

5. Marketing Hollywood The Full Monty

6. Marketing Hollywood Not about price competition; Production differentiation comes from marketing

7. Marketing Hollywood Accumulation preferences: what the brand is … Does not sustain Hollywood. Therefore, it expects 95% of the films fail in the box office. uses a multifaceted marketing structure. Markets in all stages. Sees marketers as the barriers.

8. Marketing Hollywood Positioning What the audience can expect from this film. Italiano20 th anniversary

9. Marketing Hollywood Playability How the audience is satisfied during the test screenings.

10. Marketing Hollywood Marketability Exploiting its commercial potential. 1. Production Placement.

11. Marketing Hollywood Marketability Exploiting its commercial potential. 2. Cross Promotion

12. Marketing Hollywood Marketability Exploiting its commercial potential. 3. Tie in

13. Marketing Hollywood Release 60-day estimate. NYT Friday and Sunday showcase theatrical release. Key segment 14-24-year-old male Platforming: released first in LA and NYC.

14. Marketing Hollywood Advocacy marketing Organizes of Oscar. Advocates the U.S. government on issues such as piracy and film quota. Designs the MPAA rating system.

15. Marketing Hollywood A “high concept” film A coherent and repeated structuring of marketing possibilities. Extravagant set. High-tech setting. Big stars.