Ways of Marketing… In order to help a film be successful at the box office, it is important that it is properly marketed. A marketing campaign for a film is divided into three areas: Advertising – paid-for space (TV, Internet, cinema, billboard) Publicity – organised events/acts to promote the film (premieres, interviews, reviews) Promotion – promoting your film through other areas (synergy, merchandising)
Strategies used to market the film (see previous slide for list) Posters (see bottom right of page) IMDB page displaying information about actors/actresses, directors and producers and other information- http://www.imdb.com/title/tt1217613/ http://www.imdb.com/title/tt1217613/ IMDB list of critic reviews from newspapers and websites etc. - http://www.imdb.com/title/tt1217613/externalreviews http://www.imdb.com/title/tt1217613/externalreviews Battle LA has a website to promote companies and to display trailers - http://www.battlela.com/http://www.battlela.com/ Trailer to grab the attention of the audience- http://www.imdb.com/video/imdb/vi3897661977/http://www.imdb.com/video/imdb/vi3897661977/ Battle LA uses news-like short video clips to make it appear like Battle LA is a real event and therefore provides Diversion (from Blumler & Katz – uses and gratifications theory). http://www.imdb.com/video/screenplay/vi3259996697/ http://www.imdb.com/video/screenplay/vi3259996697/ Columbia Pictures and Sony Pictures are promoted as these are major film companies so that the audience will be convinced it is a good film, but will have high expectations Battle Los Angeles Premier (event to create reputation) http://www.huffingtonpost.com/2011/03/09/battle-los-angeles- premie_n_833606.html#s251414&title=Bridget_Moynahan_and http://www.huffingtonpost.com/2011/03/09/battle-los-angeles- premie_n_833606.html#s251414&title=Bridget_Moynahan_and Battle LA Soundtrack (extra income) http://soundtrack-movie.com/battle-los-angeles/http://soundtrack-movie.com/battle-los-angeles/
What other products are attached to the film (merchandise, spin-offs, promotional material and so on)? Posters (more money and also shows that some people are fanatical about the film) - http://www.moviepostersdirect.co.uk/Movie-Titles-B/Battle-Los-Angeles/c-1-379-5355/ http://www.moviepostersdirect.co.uk/Movie-Titles-B/Battle-Los-Angeles/c-1-379-5355/ Vehicles such as buses advertise the film using customised posters to fit the vehicle which attracts the attention of people outside the bus and people entering the bus. Battle Los Angeles Video Game, this brings in even more money, as the people that watch the film are most likely teenagers or young adults and so may be interested in video games - http://en.wikipedia.org/wiki/Battle:_Los_Angeles_(video_game) http://en.wikipedia.org/wiki/Battle:_Los_Angeles_(video_game) Battle LA DVD – Limited Edition and exclusive versions (suggesting sense of urgency to buy) Battle LA T-Shirt (bottom right corner of page) Battle LA Collectable Card (bottom left corner) Pins and badges – military logos from the film (bottom middle of page)
Do you think the products and merchandise have been created to enhance peoples enjoyment of the film or do you think it is just a gimmick to make extra profits? All merchandise is created for additional profits, but also for the enjoyment of the audience of the film. This will keep their interest in the film active and so if a sequel is released they may wish to watch it. Also, some-one who plays the video game or has received an action figure (from a MacDonald's meal or other freebie provider) may suddenly be interested in the film and be inclined to watch it. As well as this, the actors, director and producer will receive fame, reputation and recognition as their names are frequently displayed on posters and other merchandise.