media antenne nrw - film marketing
DESCRIPTION
Presentation made on 7th March 2013. This goes through all stages of film marketing, from strategy to assets and activities.TRANSCRIPT
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7/3/2013 © Mathias Noschis alphapanda.com
MEDIA Antenne NRWFilm Marketing7th March 2013
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7/3/2013 © Mathias Noschis alphapanda.com
Schedule for today
• Film marketing• The basics • Promotional assets• Activities• Step-by-step guide
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Film Marketing
“Any activity that assists a film in reaching its target audience at any time throughout its life.”John Durie, 2000
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Why should producers care about film marketing?
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Multiplication of distribution channels and strategies
• Multiplication of festivals• Theatrical is seen as a “loss leader”• Opportunities to break distribution windows• Development of VOD
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Anticipate the needs of the distributors
• Prepare promotional assets during production • Make sure you agree on strategy• Be in a stronger position to negotiate
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Social networks require time
• A successful social media strategy lasts for the whole lifecycle
• The community should be active at the time of release
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Audience
Pre-production Production Festivals Release
Traditional Film Marketing
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Pre-production Production Festivals Release
FansAudience
ViralGuerilla
SocialMedia
PublicRelations
CreativePartnerships
Film Marketing in the age of social media
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The basics: genre, title, positioning, target audience
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Genre & Title
Genre defines:• Target audience• Festival strategy• Promotional assets
Title:• The title is only a marketing tool• On the net, titles cross borders
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Target Audience
• Primary target:• Demographics: age, gender, interests, profession
• Secondary targets:• Larger group• Market niche (place, demographics, interest, theme)
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questions to ask to position your film
• What is the distribution strategy?• Any comparable films?• How will people simplify it?• What are your three hooks?
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3 hooks
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Promotional Assets
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Stills
Stills should illustrate the chosen positioning
A few rules:• Get a still photographer for hi-res stills• Identify crucial scenes• Prepare a written brief (anticipate your needs)• Select 4-5 stills max• Stills aren’t a separate art form from the film!
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Main Artwork
• The poster is not a piece of art!• Detailed brief + moodboard for graphic designer• Convey up to three concepts
• Usage:• Festival• Theatrical and home entertainment release• DVD cover
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Video Material• Trailer / Teaser• Clips• Interviews / featurettes / EPK• Others
• Use time between scenes during shoot• Duration: 1-3 minutes• Usage:
• Theatrical & home entertainment release• DVD extras
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Interviews & Press kit
Interviews:• Director• Actors
Press kit content:• 3 synopses• Director’s note / Production notes• High-res images• Links to site & Facebook page
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Website
• No strategic role in the marketing campaign• Mainly for journalists and professionals: reputation at the end of
the film’s lifecycle• Content:
• Synopsis• Trailer / Images• Press kit• Links to coverage
• Call to action!
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Action!
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Advertising - Definition
Calling public attention to a film through the procurement of the placement of a piece of media real-estate within any given media.
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Advertising - Word Cloud
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Public Relations - Definition
Creating an image of a product or service in the eyes of the public, mainly through media coverage.
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Public Relations - Activities
• Film Premiere• Press Junket / Interview• Press Kit / EPK• Press / Multimedia Screening• Set visit• Negotiation of placement• Competition
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Public relations - Word Cloud
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Creative Partnerships - Definition
An association with one or more product, service or organisation in order to implement cross-promotional activities
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Creative Partnerships - Typologies
• Media partnerships• Commercial partnerships
• Product Placement• Marketing Alliances• Competitions
• Non-commercial partnerships• Educational partnerships
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Creative Partnerships - Word Cloud
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Social Media - Definition
Building and managing an online community of fans or followers through the use of social networks.
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Social Media - Word Cloud
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4 tips for successful community management
• Listen to your community• Plan regular updates• Encourage word-of-mouth• Organise competitions
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My name is Bob!
Facebook competition for all people called Bob, Robert or Roberta to win tickets to special screening.• Natural growth of the network• Possible buzz
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Viral Marketing - Definition
The rapid adoption of a product or passing on of an offer to friends and family through word-of-mouth (or word-of-mouse) networks
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Viral Marketing -Word Cloud
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Step-by-step guide
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Part 1 - Strategy
Content:• Who is the primary target?• What is the positioning?• What are the hooks?• What makes the film unique?
Keywords:• primary target - leverage - emphasise - focus -
awareness - potential - specific - strength - figures - evidence - unique
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Part 2 - Weaknesses
Content:• What should you pay attention to?• What are the risks?
Keywords:• address the issue - research - monitoring -
identify - threats - risks
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Part 3 - Activities
Content:• Which activities will you implement?• Who will do the work?• What about secondary targets?
Keywords:• facilitate - implement - several stages -
opinion leaders - campaign - buzz - assets
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Part 4 - Results
Content:• What will you achieve?• Have you had successful experiences in the
past?
Keywords:• audience engagement - awareness - reach -
return on investment - measurable - goal - stand out - lifecycle
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Additional Resources
Selling Your Film without Selling Your Soulwww.sellingyourfilm.comBlogs:• www.shericandler.com• www.pmdforhire.com• www.movieviral.com
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Get in touch
[email protected]: Mathias NoschisTwitter: @FilmMktg