Film marketing and promotion

Film marketing and promotion

اسلاید 1: 1FILM MARKETING AND PROMOTION- BRUNO CHATELIN -- CEFPF - E.N.A DECEMBER 11 1999

اسلاید 2: 2PreviewBio data : Bruno ChatelinInside a majorThe 3 rules of marketing (only 3?)The marketing toolsSelecting the right associatesThings changeA selection of movie launches

اسلاید 3: 3Bio DataHEC business school marketing major10 years with international Ad Agencies on major consumer goods, Colgate, Lever, Mars, Kellog ’s, Mastercard, Lux and more10 years with major companies: Columbia TriStar and UGC/FOX joint venture / start up, marketing director then general managerConsultant in communication and associate founder of Solo Connexions SA

اسلاید 4: 4My movie backgroundA regular movie goer !At the origin of a professional approach of my moviegoer passion : the research on Lux marketing case study « the soap of the stars »since 1923 in the world200 movies, 33 over a million admissions, a few opening records T2, ID410 studio chiefs

اسلاید 5: 5Inside a majorThe one billion dollars gameProduction / Domestic 45% /Foreign 55%A matrixcial organisation : how many bosses can you have?ReportingLocal Vs Global strategyThe French subsidiaries i worked and operated

اسلاید 6: 6Being distributed by a major : an advantage?Powerful resources and marketing expertiseAccess to combined market informationHarmonised distributionBulk of material ready in timeTested campaigns : Latin version, Scandinavian, the French touch... Test market? Efforts > ROIWatch for the money!

اسلاید 7: 7The 3 rules of marketingAbout getting an audience to buy your product with IMPATIENCEIs it still art or is it commerce ?Can marketing sell a bad product ?How important was marketing of Titanic?Rule 1 : positioning and targetingRule 2 : communicate that positioningRule 3 : the most important….………….

اسلاید 8: 8PositioningThe positioning is written by the movie itself….But the desirable positioning builds on the values you identify as the movie strongest selling argumentsSomething unique to your movieSomething that qualifies it into a genreThe result of a unique combination of talents

اسلاید 9: 9Positioning examplesMr Jones launch in France with a new positioningUS domestic positioning : the dramatic love story between a maniaco-depressive patient and its psychiatrist starring Richard Gere and Lena Olin Domestic flopthe french approach : Mr Jones is a feel good movie with R Gere as the irresistible seducer of all women capable of the wildest creative acts N° 1 Box Office

اسلاید 10: 10Positioning10 movies open the same day: why should they come and see yours?How come the admissions figures of your first show are exactly in line with the final career?How do kids know ahead that they will like the movie?What makes buzz grow? (internet, word of mouth)

اسلاید 11: 11Proper audience targeting gets you to successTargeting the right audience ($)Males, females or… bothhow old are they, what do they like, read, buy, play with, listen to, where do they goWhat movies will they like, did they likeWhich other actors, directors do they like

اسلاید 12: 12Shrewd targetingThe right distributor (how many films a year …)The right date (competition, genre, holidays)The right exhibitor circuit (specialised, enough capacity…)The right housesThe right media to hit the targetThe right commercial associates

اسلاید 13: 13What is the right date A good date is a date where you ARE readyA large chunk of a small market or a smaller market share of a big market Summer attendanceProfile of viewers in holidaysDating traditions : Woody Allen in februaryMario Kasar lucky date october 16 (Rambo, T2…) does it really exist?

اسلاید 14: 14Dating How much time do you want to have after the movie wrapped, opened in a territory (to capitalise on success or evacuate flop?)Festival diktats: open after the film is shown...Choosing the lead country to openDo we need the media publicity support, can we do without them (in holidays, in heavy competition…)Last Action Hero vs Cliffhanger

اسلاید 15: 15Positioning +Targeting +Dating...After you finished your homeworkPositioningTargetingDatingDon’t change anything and begin the real promotion work

اسلاید 16: 16 Evaluating the potential The film rental estimate (15F per admission) Admissions estimateFilms comparison: B.O. career, openings of similar moviesForeign openingsA team processDetermine the launch budget

اسلاید 17: 17TestingTests to help make the right decisions potentialstrategytools : posters, trailers, titleScreening tests with Holy NRG one company does it all around the world : 15 000 $

اسلاید 18: 18Finding the best Film TitleLocal language Vs. AmericanWhat is a good title : short/longWhat is a bad title : out of sightHow do you find the title ?the scriptjournalists reference to a code or genre : striking distanceWho can help

اسلاید 19: 19 The poster Obligations: billing block, above title, order and colours, logos, legal, censorshipA strong title : compare the size with commercial adsCodesQuotes as a substitute to obligationsQuotes as a media endorsement

اسلاید 20: 20A powerful posterTeasingAdapt to the format : bus flank or tails : talk to the cars ; twin sites teaser /revealingSelect the media that allow most impactShow the audience that the poster is aliveThink about timing summer, revealing...Remember that it is an element that the audience must appropriate and buy Poster in theatres may be different

اسلاید 21: 21Poster Information retentionGive the promotional partners visibilityPictures or illustrationsElements from the film are not always availableA job for professionals you must trust

اسلاید 22: 22 A good trailer A true trailer, true to the movie ambience, dialogue, humour, effects A trailer that will stay young and evolvesIt will give progressive perspectivesAnd focus (early source of word of mouth)It should not reveal everything of the movie(keep a few surprises for the longer version)Explain the title when it needs to

اسلاید 23: 23Marketing cookies in your trailerShow the poster : it relates the film to its campaignThe promotional partners at the endThe partners might adapt and play it in their storesSome quotes can work in a trailer too (rarely used)Use the key soundtrack if you can in order to relate to the radio airplayA sustaining trailer might help after opening (quotes…)

اسلاید 24: 24Trailering strategyRole of length to ensure your position ?Targeting the movies and the theatres it should play intoBuy the space where you cannot get itOrganise deals to get more : contests...Play the music video on screenPlay in the lobby video monitors Tie in with programmingAttach to another movieTechnical Dolby, rotation,

اسلاید 25: 25In theatres materialStandeesPostering starting as early as you may (10 max !) different sizesLobby display £;$… and front housePicturesLeaflets, magazine special, postcards, stickers, tattoos etcQuotes reproductions : they can read !Volume 3D materialMovie theatre magazines

اسلاید 26: 26Trade MarketingAdvertise the date and campaign in the trade pressUse the conventions to show your trailer film marketing plans...Involve the circuits and the exhibitors in the marketingMenusExhibitions of pictures props Debates with the audienceBring them the castOrganise contests (sleepless in Seattle, Id4…give them prizes)

اسلاید 27: 27A striking radio campaignA world apart from commercial radio campaignsA special tone that tells “MOVIE”Bring variety : the cast, the story, the angles, the experience the viewer will liveUse crowd reactions or quotesThe only medium where you can play with the movie

اسلاید 28: 28Media Tie InsRadio sponsorships : when, which oneNegotiation processGroupsLogos value.More ad space, editorialContests : write, call and win T shirts, spend a night in count Dracula castle, free tickets, premieres and parties, interview Tom Hanks

اسلاید 29: 29Media Tie InsContests goodies : piece of ID4 mother ship T2 pinball, books, video games, trips…Gifts as a way to get more space or communicate your target and positioning (kids media)Contests as a way to exist in the media when they are reluctant to review the movie

اسلاید 30: 30Commercial PromotionsThe licenseesThe promotional partners : ZorroInteract, inform, exchangeMutual marginal benefits new places...Screenings and tickets : J.ParkLimits : product endorsement...How vital is that really?

اسلاید 31: 31Tie Ins with the musicA powerful way to hit the targetTiming (record/film) are different, spending tooMusic movies the Doors, La Bamba, That Thing you doMovies with music colour : R&JMusicals : EvitaMusic history : Ludwig van B.

اسلاید 32: 32Music Tie InsAn added access to publicity in magazines, TV (clip) and radio (the soundtrack of…)A combined effort to get POS in record shops, Hi Fi shopsAn easier access to discos and clubsAn easy trade tickets / CD

اسلاید 33: 33Usual Tie InsBooks and novellisationsVideo Games when timing allowsToys a strong but seasonal way to reach kids and mothers in hypermarketsFast food chainsCerruti Clint, Jack…Nestle (Disney) and cereals : kids teenagers products and family products

اسلاید 34: 34Create and develop your own by productsTelephone and minitelDracula watches, 3D objects, wood medalsBooks of pictures from the movieand more

اسلاید 35: 35Screening the pictureWork on opinion leaders to make your movie the talk in townSenate, parliament, ministers, President, princes, key journalist or media Jet set and marketing community Let those do the PR job and exploit it (radio interviews, quotes and sell for 2M $ a year)

اسلاید 36: 36Screening to public audienceGet advance word of mouth and awareness when you trust the movie to be n°1 salesmanA few cases : the truth about cats and dogs Sleepless How wide

اسلاید 37: 37Different ways of selling ticketsThe price as marketing element is solely in exhibitor handsEventful : premiere strategy day before morning, night…Pre selling as a concert : EvitaPre selling as a product : Star Wars re issueA ticket for 2 romantic moviesA ticket for the pregnant look who’s talkingA ticket to donate to charities : PhiladelphiaWork with the exhibitor

اسلاید 38: 38Buzz with @ ?Create a site for your movie and talk to your audience.60 000 new webers a day in the statesHow, how much Make sure you communicate about it online and with main mediaFeed the beast web cam, live interview, contests, gather all your partners

اسلاید 39: 39@ few good sitesThe majors and keys players have US based sitesThe trade press Variety, Hollywood Reporter, Hollywood online,Aint it cool newsImdb, ACNielsen, AllocinéStarwars

اسلاید 40: 40PublicityThe N°1 marketing toolPublicity strategy and media planning : comedy, romantic, kids The media interest : journalist, promotion and advertisingThe standard tools : press kit, EPK, APK, pictures selection, clips and excerptsFeeding the media with relevant unique angles : the true story, the place, the sociological, the figures, yourself as a spokesman... Co produce the TV show

اسلاید 41: 41Work with talentOn location publicity for early breaksSet visit (Hook) and interviewsInternational press junketsTalent touring blood sweat and …coverageExclusivity, one to one, press conference, national vs..regionalCan you bring them to the crowds and in the province Jane Fonda or Mr X?Handling the Go BetweenThe 10 000 $ suite

اسلاید 42: 42Publicity handling Evaluate the dosage and the progressionShow or not show the movieWhen the journalist does not like the movie can you find another oneCan you fight back: My example with Libération /Doors made Variety front pageIs there something to say about the movie

اسلاید 43: 43The Film festivalsCannesDeauvilleVeniceBerlinCosts and stress : mostly bothBe ready for the race for publicityWorld-wide benefits : Boyz n the hood 20 M$, Cliffhanger, LAH

اسلاید 44: 44Advertising StrategyAmount 2 to 9 MFFTiming : create anticipation climaxing at opening dayPrior opening 80 % , 20% sustainingMedia selection : mass media Posters and TV if you may buy it : 60 %, radio 20 %, dailies and guides15 % cinema 5 %

اسلاید 45: 45Film promotion partnersAdvertising AgenciesTrailer makersPoster makersMedia buyersHot shops studios and free lancesProduct placement companiesPromotion and tie in companies

اسلاید 46: 46Art of buyingMaking deals : partnership, screening, volume buy, exclusive buy, floating, last minute poster buy, provincial buyBuying the right media, at the right time:merry Christmas and right place (concerts), centre of interests

اسلاید 47: 47Things changeMedia spending have grownMedia promotions and tie ins become standardsCompetition grows tougherNumber of prints soar : spending followPioneer area is over?Role of multiplex

اسلاید 48: 48Some figures behind the changesPrint numbers1994 : 14 movies with more than 300 prints1997 : 50 moviesIndividual print costs decreased by a 30 % from 10 000 FF to 7 000 FF averageTotal release costs for a 300 prints movie approx. 10 MFAdmissions1994 : the 14 movies generated 36 M admissions.1997 : the 50 generated 65 M admissionsIndustry revenues in the same time grew 20 %

اسلاید 49: 49The strategy behind a few moviesAddams FamilyBaron MunchausenID4Star WarsPhiladelphiaLock upWoody Allen Alice...

اسلاید 50: 50THE ENDTHANK YOU FOR YOUR ATTENTIONAnd good luck to you all