Marketing

After setting a release date, the distributor works towards the theatrical release, investing in a marketing campaign. The costs of theatrical marketing by local distributors, are often referred to as 'P&A', or Prints & Advertising. P&A are the nuts & bolts of marketing films into cinemas, the distributors tools used to create a public for its film. P&A represent the bulk of the distributor's investment after paying the initial rights fee (ranging from £1,000 to over £1 million for the release of a film in the UK).

Campaign/Package Question: How many forms of advertising can you think of?

Marketing

Trailers The most common form of film marketing is of course.. The Movie Trailer! Many films released in the modern cinema can advertise up to three different trailers: 1.Teaser Trailer: (Minimal, intriguing) 2. Action: (Story based, main action scenes, styling) 3.Character: (Introduce characters, narrative actors, more action) All three are released one at a time, sometimes months apart. Each trailer gives the audience a little more information… keeping the buzz of release consistent.

Marketing

Posters + Billboards The second most common form of film marketing is the traditional cinema poster. In the UK, the movie poster is the standard 30”x40” ‘quad’ format & is the cornerstone of theatrical release campaigns.

Posters + Billboards Movie posters can be full of information (Dates, Coming Soon, Actors, Directors etc), or they can be very minimalistic. Poster design is highly effective in 'packaging’ the key attributes of a film for potential audiences. Distributors will consider many poster campaigns, from Underground advertising, to billboards & art prints.

Marketing

Press Release Press releases can consist of clip reels, images, press previews, screener tapes, magazine spreads & features. For many releases, favourable press response is a key factor in developing the profile & desirability of a film. Distributors consider the quality & breadth of coverage, & inscribe this into the scale of a press campaign. Advertising in magazines & newspapers works in tandem with press editorial coverage to raise release awareness. The cost of print advertising in the UK is comparatively high, and is seen as a riskier business than in other countries. For mainstream films, scale and high visibility is key so ‘Major’ film companies will pay & take the risk. Independent film companies can not afford as much!

Marketing

TV/Radio Slots Featured slots on popular TV channels, programmes & radio stations, is a great way to reveal more about the theatrical release. Press releases, interviews, pre-screenings, & press previews, are an effective way of reaching thefilms audience, through free advertising. Many independent distributors in particular do not have press departments, and will consequently hire a press agency to run a pre- release campaign. It is the distributors job to bring over key talent for press interviews to support the release.

Marketing

Viral Marketing The cost of Print advertising in the UK is high. In order for distributors to extend the reach of advertising & develop more effective communication with audiences at low cost, they are looking increasingly to 'viral marketing’. Viral marketing refers to different forms of electronic word-of-mouth advertising via: websites, , mobile phones, social networking sites, pop ups, applications, iPods etc.

Marketing

It is Website It is now very common to create a website to accompany a movie. Like trailers, over time, more & more information may appear on the site. Piece by piece this causes public interest & keeps the movie buzz consistent.

Website The website is generally the first port of call when a new piece of the marketing campaign is released. Movie websites may include: – Fans Forum – Prizes – Videos & Photos – ARG (Alternate Reality Game) – Storyboards/Fan Art

Marketing

Merchandise Most major releases will try to embrace as many different avenues of possible profit as they can. This can come in many different forms such as: Toys – Games – Merch – Clothing – Gadgets – Food – Company Partners

Marketing

Premieres/Previews The final part of a movie marketing campaign is the launch party or Premiere. The use of talent (Director or lead Actors) wins significant editorial coverage to support a release The volume of coverage can far outweigh the cost of talent visits, so it is worth the gamble.

Marketing