New methods of marketing. Objective Explain how the film industry employs new technology to assist in marketing films.

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Presentation transcript:

New methods of marketing

Objective Explain how the film industry employs new technology to assist in marketing films

Marketing through the ages 1930s Films are marketed using trailers, press and posters 1960s Films are marketed using synergy such as tie-in products as well 2000s Advertisers use social media and internet advertising to raise awareness of their products

Traditional marketing Above the line (the company makes commission) Mass media Large groups of people Companies like Pearl and Dean (cinema advertising) or JC Decaux (billboards) Agencies create marketing products and sell them to advertising companies

‘Modern’ marketing Social media Websites YouTube Smartphone apps Synergy – merchandise/endorsements etc.

Case Study 1 – The Blair Witch Project An early example of the power of the internet $500k budget $248 MILLION worldwide

Case Study 2 – Toy Story social-media/ 3-social-media/ Aimed at adults and children using a range of smart marketing strategies

Case Study 3 – The Dark Knight Combines hoax websites with traditional marketing Expensive; in a media-literate online universe provides the means to spread information quickly

The good side of marketing Harry Potter Win for everyone – writer; stars; Britain; Warner Brothers… Synergy and tie-ins Merchandise

When marketing goes wrong hampshire hampshire Purchasing the rights to something often leads to companies protecting their investment aggressively, which ironically is more destructive than creative.

How do companies use new technology? Explain in your own words how the film industry uses new technology to market its products.