The Entertainment Product

P P P P The Marketing Mix—The Four Ps 2 involve the goods, services, or ideas used to satisfy consumer needs. Product Decisions involve the exchange process between the customer and the seller. Price Decisions involve making the product available to the customer. Place Decisions involve how the goods or services are communicated to the consumer. Promotion Decisions

Branding Branding and packaging are among the most important product elements of the marketing mix in today’s business world. What does the brand __________ communicate or mean to you? (e.g. Campbell’s, Disney, Nike) Vital to the success of companies and products

Terms Brand identity is a consistent feeling or image that consumers recognize when encountering the brand Brand mark is a brand name and symbol

Soundmark Soundmark is a trademark identified by a sound associated with a brand or company e.g. MGM Lion’s roarMGM Lion’s roar Motionmark

Motionmark is a trademark identified by specific movement associated with a brand or company e.g. Winged horse that almost leaps off the movie screen at the beginning of a Tri-Star Film?Winged horse E.g. Boy fishing on a crescent moon for Dreamworks Animation Dreamworks Animation E.g. The lamp moving in PixarPixar

Value of Trademarks Symbols that you see every day help identify companies and goods and services you buy (i.e. golden arches, peacock logo Disney suggest wholesome family entertainment Disney created other companies owned by Disney Corporation but not identified with the Disney name

Brands on the Internet Branding on the Internet and in e-commerce is just as important as conventional marketing Having a domain name is necessary for a company’s website (amazon.com, youtube.com, apple.com) Sending newsletters or mass s is an inexpensive way Setting up a contest is a good way to get people to opt in and gather their contact information

Celebrities as Brands Celebrities recognize that they are not just performances, but they are also “brands” that have monetary value, just has brands like Nike, or Pepsi You recognize names such as Madonna, Julia Roberts, Tiger Woods, Drake, Beyoncé, etc. Brand extension is the development and introduction of new products that expand the brand and take advantage of the recognition and image of an established brand

FrontLine: The Persuaders Distribute video sheet s/persuaders/view/ s/persuaders/view/

Franchises This concept is different in Hollywood than it is in business Entertainment franchise is a series of films, programs, or character portrayals planned to expand the character’s activities in a series e.g. Scream, Pirates of the Caribbean, The Mummy, Harry Potter, Twilight, The Hunger Games, Lord of the Rings, The Avengers, etc. Can you name others?

Franchises cont. Franchising is similar to making sequels, but it is planned from the beginning of the series A sequel is a film made to take advantage of the popularity of the first film and might not be planned from the beginning E.g. The Mummy, Jurassic Park, James Bond Television uses franchises as well E.g. Star Trek paved the way for Star Trek: TNG, Star Trek: DSN, Star Trek: Voyager, Star Trek EnterpriseStar Trek E.g. All in the Family led to the Jeffersons E.g. Family Guy led to Cleveland Show

Crossover Artists Crossover is an expansion of the popular appeal of an artist or work by achieving success in another market or style Performers who already have a specific audience sometimes use their talents to appeal to other market segments e.g. Shania Twain and Carrie Underwood began their careers as country singers, but were able to appeal to the pop market and many non-country fans

Crossover Artists No Doubt singer, Gwen Stefani Basketball player Shaquille O’Neal Cindy Crawford Madonna Can you think of other crossover examples? Celebrities continue to expand their markets as much as possible to increase mainstream exposure and stay in the public eye

Archived Brands The use of archived brands is another brand strategy Marilyn Monroe and Elvis Presley - classic brands E.g. Elvis Presley’s recordings and movies continue to sell, along with memorabilia and merchandise

Film Vaults The vaults or archives of a studio contain entertainment properties that are part of its brand and product line Universal Studios - The total value of Universal’s library of titles is estimated to be over $14 billion. Disney Vault – The total value of Disney’s

Film Vaults cont. Film vaults are filled with valuable and recognized brands worth billions of dollars that continued to be marketed through re- releasing. Refer to Figure 12.1 on page 276 for examples

Quick Check page 277 Why can a performer be considered a brand? What is brand extension? What is meant by a crossover artist?

Activity We are going to the lab (tomorrow) You must secretly search for a trademark in the entertainment industry and tell the teacher (first come, first serve) Example: You must find a soundmark or a motionmark in the entertainment industry to play to the class (again, first come, first serve) Example: The class will guess your choice This assignment will be marked