marketing essay
TRANSCRIPT
MARKETING
EXAMPLES
LESSON OBJECTIVES: TO BE ABLE TO
IDENTIFY AND EVALUATE EXAMPLES OF
FILM MARKETING CAMPAIGNS.
LESSON OUTCOMES
You will be able to:
o Identify and evaluate different marketing strategies.
o Describe a range of specific examples of how films have been
marketed.
o Evaluate the effectiveness of these marketing campaigns.
FILM MARKETING
Mind-map different methods of
film marketing.
Lesson Outcomes
You will be able to:
o Identify and evaluate different marketing strategies.
o Describe a range of specific examples of how films have
been marketed.
o Evaluate the effectiveness of these marketing campaigns.
EXAMPLES OF MARKETING
Synergy Viral
Marketing
Social
Media
Other
Methods of
Marketing
Lesson Outcomes
You will be able to:
o Identify and evaluate different marketing strategies.
o Describe a range of specific examples of how films have
been marketed.
o Evaluate the effectiveness of these marketing campaigns.
SPECIFIC EXAMPLES OF
MARKETING CAMPAIGNS
Film Type of Marketing Marketing Campaign
Toy Story 3 (2010) Viral Marketing Viral videos - Groovin’
With Ken, Lotso
Huggin Bear advert
Toy Story 3 Social Media Cliffhanger screenings
on college campuses
via Facebook
Toy Story 3 Synergy Toy Story 3 Day –
Disney Channel
Lesson Outcomes
You will be able to:
o Identify and evaluate different marketing strategies.
o Describe a range of specific examples of how films have
been marketed.
o Evaluate the effectiveness of these marketing campaigns.
SPECIFIC EXAMPLES OF
MARKETING CAMPAIGNS
Film Type of Marketing Marketing Campaign
The Avengers Synergy Release of other films
in franchise over 5
years.
The Avengers Mass Audience Appeal Characters aimed at
range of demographic
groups.
The Avengers 3D 52% of tickets sold
were for 3D
The Avengers Social Media Avengers Alliance
Facebook game – 1.2
million daily users
Lesson Outcomes
You will be able to:
o Identify and evaluate different marketing strategies.
o Describe a range of specific examples of how films have been marketed.
o Evaluate the effectiveness of these marketing campaigns.
AVENGERS: AGE OF
ULTRON (2015)
What strategies were used to promote the release of Avengers: Age of
Ultron.
REVIEW LESSON
OUTCOMES
What different marketing strategies can you identify?
What examples of films can you identify that used those
strategies?
How effective were those campaigns
Lesson Outcomes
You will be able to:
o Identify and evaluate different marketing strategies.
o Describe a range of specific examples of how films have
been marketed.
o Evaluate the effectiveness of these marketing campaigns.
MARKETING
EXAM
QUESTION
LESSON OBJECTIVES: TO BE ABLE TO
ANSWER AN EXAM STYLE QUESTION ON
FILM MARKETING.
MARKETING
EXAMPLES
What specific examples of film
marketing campaigns can you
identify?
EXAM QUESTION
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam
answer.
o use your knowledge of film marketing to plan
an answer to an exam question.
Assessment Criteria
To achieve an A grade you
need to:
• Demonstrate excellent
understanding
• Use relevant and
accurate facts
• Develop a clear
argument
• Relevant to question
• Frequent, detailed,
relevant examples
• Refer to your own
experience
• Use TerminologyLesson Outcomes - You will be able to:
o identify the qualities of an effective exam answer.
o use your knowledge of film marketing to plan an
answer to an exam question.
EXEMPLAR ESSAY
Read through the exemplar essay and consider how
successful it is in relation to the assessment criteria.
o How many specific examples are used?
o What terminology is used?
o How often does the student evaluate the points they make?
o Is there reference to their own experience?
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam
answer.
o use your knowledge of film marketing to plan
an answer to an exam question.
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam
answer.
o use your knowledge of film marketing to plan
an answer to an exam question.
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam answer.
o use your knowledge of film marketing to plan an answer to
an exam question.
Argument
Clear
knowledge of
film industry
linked to
Disney and
specific
examples.
Facts used to
support
points.
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam answer.
o use your knowledge of film marketing to plan an answer to an exam
question.
Explanation of The King’s Speech
appeal to broad audience.
Detailed
knowledge of
how cross-
media
convergence
benefits film
marketing.
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam answer.
o use your knowledge of film marketing to plan an answer to an exam
question.
Specific example of marketing within evaluation of benefits and
disadvantages.
Conclusion returns
to question and
argument.
WWW
Detailed knowledge
of film industry.
Reference to a range
of contemporary film
examples.
Some evaluation.
Argument.
EBI
Include reference to
own experience as a
consumer.
More consistent use
of terminology.
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam answer.
o use your knowledge of film marketing to plan an answer to an exam
question.
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam answer.
o use your knowledge of film marketing to plan an answer to an exam
question.
How would you go about answering this question? What argument/key
points might you make? What examples could you use?
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam answer.
o use your knowledge of film marketing to plan an answer to an exam
question.
• Marketing
• Distribution
• Production
STRUCTURE
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam answer.
o use your knowledge of film marketing to plan an answer to an exam
question.
Introduction – state argument, identify focus.
Marketing - Big Studios – Synergy and Cross-media convergence –
Disney, Toy Story 3, The Avengers. EXPLAIN EXAMPLES-EVALUATE-LINK
TO ARGUMENT.
Online Marketing – Viral Campaigns The Last Exorcism, Veronica Mars, A
Field in England. EXPLAIN EXAMPLES-EVALUATE-LINK TO ARGUMENT.
Distribution – dominated my major studios – use of day and date release by
independent companies. Avengers, A Field in England.
Production – developments in production technology and bigger budgets help
Big Six studios dominate – Avatar, Avengers.
Conclusion – sum up argument, relate to your own experience.
INTRODUCTION
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam answer.
o use your knowledge of film marketing to plan an answer to an exam
question.
Marketing and distribution are as essential to the
success of a film release as production practices.
Films released by major Hollywood studios benefit
from big budget marketing, inbuilt appeal to a mass
audience, and the use of a synergy. This has
contributed to the dominance of the film industry by the
Big Six Hollywood studios, however the development
of online marketing and distribution has also benefited
independent film productions.
BIG STUDIOS
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam answer.
o use your knowledge of film marketing to plan an answer to an exam
question.
The film industry is dominated by the Big Six studios such as Disney and 20th
Century Fox who are also subsidiaries of major conglomerates. This allows them to
use cross-media convergence and synergy in the promotion of their films to
maximise brand awareness and ancillary revenue.
The Avengers – Walt Disney Company bought Marvel in 2009 and began
developing The Avengers franchise. Marketing/synergy techniques employed.
Evaluate benefits/disadvantages – link to argument, e.g. The success of The
Avengers, which has the third highest theatrical box office revenue of all time ($1.5
billion) was in large part due to the marketing strategies employed to develop brand
awareness and hype about the film’s release. Many of the strategies employed
were only possible as it was distributed by The Walt Disney Company who are a
major conglomerate.
Franchises/sequels – ‘presold films’
Distribution – studios able to use wide release of films due to dominance of the
market place.
INDEPENDENT
FILMS
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam answer.
o use your knowledge of film marketing to plan an answer to an exam
question.
The rise of online and viral marketing offers independent films the opportunity to level
the playing field with major studios in terms of marketing. Viral marketing is low cost,
interactive, and when successful an excellent way of generating positive word of
mouth.
Possible Examples:
A Field in England
The Last Exorcism
Explain examples, evaluate, link to argument.
Using viral marketing and social media is cheaper than traditional forms of advertising
such as broadcast, print, and ambient media. This is beneficial to independent films
because…Other benefits/disadvantages are..
Distribution – low budget films limited release, BFI Prints and Advertising Fund.
DISTRIBUTION
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam
answer.
o use your knowledge of film marketing to
plan an answer to an exam question.
Film distribution is dominated by the Big Six US studios.
In the UK the Big Six have a 75% share of the market.
Studio films open on a large number of screens – e.g. Avengers opened
on 521 screens in the UK.
The Selfish Giant – 35 screens
A Field in England – 17 screens.
Day and date release – A Field in England – benefits?
It Follows (2015) – compressed window strategy - then delayed VOD
release – benefits of technological proliferation/convergence for
independent producers.
PRODUCTION
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam
answer.
o use your knowledge of film marketing to
plan an answer to an exam question.
Production practices important to success of a film.
Most successful films in recent years – Avatar, Avengers, Hobbit
franchise all used advanced technology – digital 3d, CGI, etc. which
encourage the audience to go to the cinema to watch them.
UK independent films – low budget, more limited technical resources,
less box office.
CONCLUSION
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam
answer.
o use your knowledge of film marketing to
plan an answer to an exam question.
Sum up your argument:
As I have demonstrated marketing has been key to the success of a range of
films. Major studio productions such as ‘The Avengers’ and ‘Toy Story 3’ owe a
significant part of their success to the effective marketing techniques used. As
they are produced and distributed by studios which are subsidiaries of major
conglomerates they benefited from extensive use of synergy. Cross-media
convergence underpins the global dominance of the Big Six studios. The
development of online and viral marketing has benefited independent
producers due to the low costs involved, and potentially vast audience,
however major studios are also making effective use of these methods of
marketing.
Relate to your own experience:
How do you find out about films you want to see?
What types of marketing are most effective on you?
Have you have made use of film marketing via social media or viral videos?
TERMINOLOGY
Bullet point the key terms you could use in each section of
the essay:
• Introduction
• Major Studios
• Independents
• Conclusion
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam
answer.
o use your knowledge of film marketing to
plan an answer to an exam question.
REVIEW LESSON
OUTCOMES
What are the qualities of an effective exam answer?
Lesson Outcomes - You will be able to:
o identify the qualities of an effective exam
answer.
o use your knowledge of film marketing to
plan an answer to an exam question.