2. Types of Entertainment Products Media Product Marketing 2

3. Entertaining Products The entertainment industry produces a wide variety of goods and services including: Media-based Entertainment Goods Films on DVD and video Music on DVD and CDs Video and electronic games Books and magazines Toys T-shirts Concessions Media-based Entertainment Services Television shows Movies in theaters Concert performances Theater performances Recreation-based Entertainment Services Amusement parks Zoos Museums Snack-bars 3

4. Film and Music Merchandising Theatres provide media- based services. concessions snack- bars that sell popcorn, soda, and candy 4 concessions Theatres also provide concessions. The home entertainment industry sells media-based goods.

5. Film and Music Merchandising Film producers have two choices for DVD and video distribution—to rent or to sell through the customer. evergreens films or products that are popular year after year 5 Evergreens Evergreens are important to the film industry.

6. Marketing Film and Distribution 6 Movie Product Theaters Primary Market Secondary Market Foreign market Television Home rentals Home sales Cable TV Airlines Toys Clothing Books Posters Tie-Ins Film soundtrack Cross-Marketing

7. Music CDs and Distribution record clubsrack jobbers In addition to in-store sales, the marketing of record clubs and rack jobbers contribute to the sales of CDs record clubs organizations in which members receive free records if they agree to purchase additional records within a time period 7 rack jobbers independent vendors who distribute, price, and control their own inventory within a store

8. Electronic and Video Games Cross-marketing in video game distribution is common. Common tie-ins include: –Films –Music –Sports –Merchandise 8

9. Print Books and Magazines Despite the computer age, customers are now buying more books and magazines than ever before. Trade books are published for general bookstores. Magazines offer marketers ready-made target markets. Major media corporations that own film and television studios also own print media. 9

10. Theme Parks and Water Parks Location-based entertainment (LBE) Location-based entertainment (LBE) has evolved into major entertainment forms. location-based entertainment (LBE) entertainment that includes amusement, theme, animal, and water parks 10 impulse spending The park environment is set up for impulse spending. impulse spending buying without prior planning Tie-ins play an important role in LBE venues.

11. Special Entertainment Events Special entertainment events provide entertainment services. –Circuses, state fairs, pageants, ice shows Each event supplies a venue for selling related entertainment products. –Concessions and souvenirs 11

12. Media Marketing Channels The major media marketing channels are: 12 Film TV Radio Print publishing Internet Marketers are involved in the development of most entertainment products, or goods and services.

13. Marketing Film and Distribution primary market secondary market The film market is divided into the primary market and the secondary market. primary market in film distribution, the target audience which is the theaters that show films in first release 13 exhibitors After a studio or independent production company creates the products, it is shopped to exhibitors. secondary market in film distribution, target audience after a film has been in first run at theaters exhibitors theaters that sell tickets and show films to an audience

14. Marketing Film and Distribution gross revenue The exhibitor breaks down gross revenue sources in two areas: –70 percent from ticket sales –30 percent from concession sales gross revenue total income from sales before costs, expenses, and taxes are deducted 14 trailers previews of upcoming movies shown before the main feature trailers The film studio and the exhibitor use trailers to create interest in new releases.

15. Marketing Television Syndication Syndication is a great source of revenue for studios and networks. syndication selling television programs to individual stations, not networks 15 programming the schedule, or times, for broadcasting shows on television; or on radio, also the music style and playlist programming Television target audiences are specialized by programming.

16. Marketing Radio Radio is one of the best ways to target your advertising message to an audience. There are over 11,000 commercial radio stations in the United States with over 2 million listeners. Programming radio is determined by the style of music and playlist or type of program. Competition in the radio industry is intense. 16

17. Marketing the Music Promotion strategies include: jingle a catchy tune or song that promotes a product and accompanies television, radio, or Internet advertisements Targeting specific markets Focusing on specific stations with specific markets jingles Artists performing jingles Artist Web sites Talk show interviews Chat room discussions Charitable activities ad campaign a promotional plan that combines selling, advertising, public relations, and the use of different media to reach the target market Ad campaigns 17

18. Marketing the Music payola In prior years, payola was the key to having DJs play a record. payola an illegal payment by record labels to radio stations to persuade them to play the label’s records 18 Today record labels might hire independent agents to promote records to stations and provide gifts to station personnel to encourage them to play the music on the radio.

19. Marketing Print Media Global trade shows and book fairs have been successful venues for showcasing new books. Book-signing events and book tours by authors generate publicity and interest. TV talk shows and interviews are an effective marketing strategy. Magazines use direct marketing. E-publishing is starting to gain popularity. Most newspapers have corresponding Web sites. 19

20. Media and Marketing The media are not only sources of pure entertainment products, they are also effective entertainment marketing tools. 20

21. Operating an e-tail business on an electronic channel—the Web—can be costly, due to design, delivery, returns, and operating expenses. Though Many larger dot-com companies crashed in the 1990’s, small stores like Harris Cyclery of West Newton, Massachusetts, actually increase sales using a basic Web site. Today, a third of Harris’s bicycle business rides in on the Web to get hard-to-find parts and personal service. Describe an e-business’s home page to your class after viewing one through marketingseries.glencoe.com.marketingseries.glencoe.com A Piece of the Action 21 It’s not just collectors who are doing the selling—television and movie studios have latched onto this idea, offering for sale autographs, costumes, scripts, small props, and crew uniforms. These pop-culture artifacts generate money for the studios, publicity for the shows or movies, and satisfaction for the fans. For more information on sports and entertainment marketing, go to marketingseries.glencoe.com.marketingseries.glencoe.com Entertainment memorabilia is often sold at large auction houses. Internet auction sites such as eBay now make it possible for anyone to obtain a tiny piece of entertainment history.

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