Objective Understand how film producers use different types of advertising to market their products Be able to explain what above-the-line and below-the-line.

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Presentation transcript:

Objective Understand how film producers use different types of advertising to market their products Be able to explain what above-the-line and below-the-line means in terms of film-making

Effective Ineffective

Above, below or through the line? Impersonal Mass market so mass media ‘Traditional’ advertising Expensive because wide audience (agency make money) Personal Target a specific group so more direct More subtle – you may hardly even notice it Disguised as something else Through the line = mix of both

Production (making it) Distribution (showing it) Publicity (shouting about it) Merchandising (cashing in on its popularity) New Film The ideal scenario would be...

Production (making it) Cost £3.5m (relatively expensive!) Box-office revenue £45m Distribution (showing it) August 2011 – January 2012 (yes, still showing in some small cinemas) Exceeded usual three-week run Publicity (shouting about it) Target audience = fans of show (teenagers, hence 15 certificate) But also attracted range of other fans from older age groups because film was funny Merchandising (cashing in on its popularity) DVD sales of the TV series increased dramatically Sales of soundtrack on iTunes Sequels? The Inbetweeners Movie Case study for this... The Inbetweeners!

Production (making it) Budget = $11m Box-office = $775m (first film) Lucas heavily in debt when he made the film Distribution (showing it) Queuing round the block Dominated cinemas wordwide At one time, highest grossing film in cinema history Publicity (shouting about it) Change to posters – disliked it EVERYWHERE Word-of-mouth; sheer popularity Merchandising (cashing in on its popularity) Actor deal/director deal (AG = 2% of 40% paid to GL) Sales of toys/merchandise top $8bn per annum even now GL net worth now... $3.2bn Star Wars (first film, 1977) Case study for this... Star Wars!

Original Film Merchandising (e.g. Products connected directly to the film) Licensing (e.g. Using characters from the film to promote other things) SYNERGY = In media economics, synergy is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate, e.g. films, soundtracks or video games. Walt Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film's sales.

What examples can you think of? British Film Use of posters/billboards American Film Use of posters/billboards