Entertainment Marketing Ch0

What do we cover? Movies Network/Cable TV Music Sports Travel/Tour Theme parks/entertainment factors in traditional marketing settings. Online/Console/Mobile games

Industry Overview-1 31,092 Canada 1,328,78639,763274,018430,425553,488 TotalLatin AmericaAsia/PacificEUUSA (Unit: US$ Millions) * Sources; Price Waterhouse & Coopers 1. Global Media & Entertainment Market Size in The global Media & Entertainment market size was estimated at $1.3 billion in Out of the 3 largest markets, the U.S. reached 43%, the European Union reached 32% and the Asia-Pacific reached 21% - Latin America and Africa have reached just 5% Economic status does not warrant enough disposable income for much Media & Entertainment consuming.

Unit: USD Billions 2. U.S. Media & Entertainment Market Size in 2005 Industry Overview-2

Traditional vs. Entertainment Marketing Traditional Marketing 3C’s Consumers Competition Company 4P’s Product Promotion Price Place (Distribution) Entertainment Marketing 3C’s + 4P’s plus another 4C’s Content Conduit Consumption Convergence

Content Covers everything to produce the actual entertainment product  Creative Art or Product?  Copyright (for intellectual property) No copyright, no entertainment industry! Creative is core of entertainment, but Copyright is the key to the cash.  Production All about Packages but not linear processes.

Company Protection Patent Law Product-Related Regulation Copyright Law Digital Millennium Copyright Act (1998) Copyright

Conduit  All about distribution of entertainment products not consumed –Where and how? –Theater size and film rate issue…

Consumption Point finished product is offered and consumed. In U.S.,  1500TV stations  120 Cable TVs  35,000 movie screens  500 newspapers  20,000 magazines  Typical American annually spend  1550 hours for TV,  1160 hours for radio,  180 hours for newspaper,  110 hours for magazines.

(Digital) Convergence Ability to create, transmit, and capture all entertainment contents into digital format. TV Computer Mobile Console Movie Radio …..

One source Multi usages Disney’s OSMU example Animation, ESPN, ESPN2, ESPN magazine, ESPN Zone. … Beyond Licensing for monetary profits, but long-term strategy.

Definitions leisure: freedom provided by the cessation of activities; especially : time free from work or duties entertainment: amusement or diversion provided … something diverting or engaging: as (1) : a public performance merriam-webster’s online dictionary

Aristotle’s View of Leisure implied availability of time, absence of necessity of being occupied for elite few who would not have to provide for their own daily needs

Veblen’s View of Leisure wrote Theory of the Leisure Class (1899) coined phrase conspicuous consumption leisure a symbol of social class ‘idle rich’ identified through possessions and their use

Contemporary View of Leisure now thought of as form of activity time free from any obligations time not spent at work now we often ‘work hard’ at play

Classroom Demographics how many year olds ? how many 34 + ? how many hours per week on leisure ? what activities ? how many hours per week working ?

Average Hours at Work YearHours

Demographic Changes More women in workforce More consumers with discretionary income More two paycheck households Less time to spend on leisure activities Longer working hours for all Less time for childcare and household duties