Miller, Govil, McMurria, and Maxwell Marketing Hollywood

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

Marketing Hollywood Structural uncertainty Heavy investment in marketing and audience research

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

Marketing Hollywood The Full Monty

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

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.

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

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

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

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

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

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

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.

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