And Leisure Begot Entertainment Chapter 1

Entertainment Marketing Concepts Leisure time—activity outside of work Performance—engaging activity Game playing—amusement with an element of chance

Leisure as Big Business Changing demographics 11th largest industry profits in 2006 Annual revenues of over $100 billion Triad—amusement, entertainment, recreation leisure activities Entertainment content—live performances, interactive experiences, media

Entertainment Experiences Passive—absorbing only Educational—active engagement in problem solving Escapist—immersion providing a respite from real life and work (parks, games) Esthetic—immersion in cultural experiences (art, nature)

Cirque du Soleil’s Ka

Theoretical Principles Perishability Intangibility Temporality Sociability

Play Theory Voluntary activity Apart from reality Limited by time and place Rules based Social community Symbolic secrecy Has rituals, ceremony, and venues Four types of play as pleasure

Gaming Competition-based skill Chance-based gambling 5.3 million online game players in United States Most potential for growth in Asia

Experience Forms Live performance such as dance, opera, musical concerts, theater, circus, sports Geographical destinations and places Attractions and themed venues or places where entertainment is contained Media, including television and movies Celebrities and stars who perform

New York’s Guggenheim Museum

Star Power—Johnny Depp

Industry Nuances Global ad agencies Volatility and cannibalism Entertainment moguls Audience-based economics Ethics

Global Ad Agencies McCann Erickson DDB Worldwide Western Media Grey Advertising TWBA Young & Rubicam Saatchi & Saatchi Columbia Pictures Universal Disney Warner Bros. ABC TV Showtime, Sony News Corp.

Entertainment Moguls Barry Diller—Internet and retail empire Rupert Murdock—News Corp, MySpace Robert Iger—Disney Judy McGrath—MTV Leslie Moonvess—CBS

Industry Economics Few popular products offset losses Large per-unit marketing expenditures Ancillary markets have large returns High capital costs Fixed production costs Unique and original products Technological advances for masses New delivery methods evolving

Ethical Issues News quid pro quo Reviewer payoffs Radio DJ payola Talent, modeling agencies into fraud TV code of self-regulation Codes of ethics—conflict of interest, confidentiality

Questions How have the changes in the way we experience leisure time been reflected in the significant growth of the industry? What role do ethics and codes of ethics play in entertainment marketing? What recent mergers have impacted the industry? How?