Objective Understand how film producers use different types of advertising to market their...
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Objective • Understand how film producers use different types of advertising to market their products • Be able to explain what above- the-line and below-the-line means in terms of film-making
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Above, below or through the line? Impersonal Mass market so mass media ‘Traditional’ advertising Expensive because wide audience (agency make money) Personal Target a specific group so more direct More subtle – you may hardly even notice it Disguised as something else Through the line = mix of both
Transcript of Objective Understand how film producers use different types of advertising to market their...
Objective
• Understand how film producers use different types of advertising to market their products
• Be able to explain what above-the-line and below-the-line means in terms of film-making
Effective
Ineffective
Above, below or through the line?
ImpersonalMass market so mass media‘Traditional’ advertisingExpensive because wide audience (agency make money)
PersonalTarget a specific group so more direct More subtle – you may hardly even notice itDisguised as something else
Through the line = mix of both
Production (making it)
Distribution (showing it)
Publicity (shouting about it)
Merchandising (cashing in on its popularity)
New Film
The ideal scenario would be...
The Inbetweeners Movie
Case study for this... The Inbetweeners!
Star Wars (first film, 1977)
Case study for this... Star Wars!
Original FilmMerchandising (e.g. Products connected directly to the film)
Licensing (e.g. Using characters from the film to promote other things)
SYNERGY = In media economics, synergy is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate, e.g. films, soundtracks or video games. Walt Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film's sales.
What examples can you think of?
British Film• Use of posters/billboards
American Film• Use of posters/billboards
